At Ai Media, part of our job is staying ahead of trends, pulling actionable insights from data, and figuring out the best ways to leverage available technology. So naturally, we’ve been having many conversations about how we can use artificial intelligence to help our clients. Beyond the benefits of AI, it’s equally important to talk about where, for the time being anyway, the tech is falling short–and what to do about it.
But First, What is AI?
AI (Artificial Intelligence) is an area of computer science that focuses on the development of systems and algorithms which enable computers to perform tasks that would typically require human intelligence, such as visual object recognition, natural language processing, decision-making, and problem-solving. AI can be used in a variety of applications including robotics, video games, and data mining.
Growth marketing agencies, like Ai Media, are leveraging AI to improve efficiency, increase conversions, and optimize user engagement levels.
What AI marketing trends are we watching?
The biggest trends in AI’s marketing use cases are the increasing focus on smarter content creation and enhanced personalization. With the help of AI-powered tools like natural language processing (NLP) and machine learning (ML), marketers can now create more engaging, high-quality content tailored to each individual’s interests, preferences, and behavior.
This trend is driven by the growing demand for personalized marketing content and the need to deliver relevant messaging at scale. By leveraging AI technology, marketers can create more effective and personalized content that resonates with their target audience and drives business growth. With platforms like Hippo Video, marketers can personalize videos using AI with a range of features such as text personalization, audio personalization, personalized graphs, image personalization, and more. These tools enable marketers to create more engaging and personalized video content that is tailored to each individual’s interests and behavior, ultimately driving greater engagement.
How is Ai Media leveraging AI?
We’re constantly searching out and experimenting with various AI tools.
Currently, the technology that we use most prominently is ChatGPT. We leverage ChatGPT to generate:
- Ideas for copy for paid social and search campaigns (ex. Google ad headlines & descriptions, Facebook ad primary text/headlines/description, etc.)
- Topics for our social media posts
- SEO meta tags and descriptions
- Copy for blog posts (like parts of this one)
- Scripts for video content
- To condense and consolidate emails
The biggest benefit we’ve seen from using AI in our advertising initiatives is the reduction of the time and effort required for tasks. AI has enabled us to focus on higher-value work and make more informed decisions, ultimately leading to increased productivity and faster results.
Lessons we’ve learned from using AI in our marketing campaigns
We’ve learned that testing and experimentation is important and human oversight is necessary. AI-powered marketing initiatives can involve complex algorithms and models, and it may take time to identify the most effective strategies. We’ve found that it’s important to A/B test copy that has been generated by AI just as we would with human-generated copy.
What to keep in mind when working with AI
While AI can be highly effective at targeting and personalizing advertising content, it may lack the creativity and nuance that is possible with human input. This can limit the impact and appeal of advertising campaigns.
Use AI as a tool rather than a replacement for humans. Here’s why:
- AI technology lacks emotional intelligence while humans can provide relevancy, character, experience, and personal connection
- AI is not always accurate and may produce illogical responses.
- AI may limit creative abilities because it lacks the lived experience of individuals
These limitations can be applicable across almost all forms of AI technology, such as ChatGPT and chatbots.
AI relies heavily on data to make decisions, and marketers may be tempted to prioritize data over intuition or human insight. This can result in a lack of creativity or innovation in marketing strategies, as well as an over-reliance on past performance rather than exploring new ideas.
What advice would you give to other agencies considering investing in AI technologies for their business needs?
- Start small: implementing AI can be a time-consuming process. Start with small pilot projects to test and refine your AI solutions before scaling up.
- Stay up-to-date: AI is a rapidly evolving field. Stay informed of the latest developments and best practices to ensure that your AI solutions remain effective and relevant.
Want to talk about AI powered marketing, leveraging attribution to maximize your ROAS, or anything else? Hit us up at info@AiMediaGroup.com.