How is artificial intelligence transforming marketing?

Artificial intelligence is already being used in many areas and fields, whether in robotics, image recognition systems, self-driving cars, or natural language recognition technologies. But how is AI transforming creative professions, including marketing? This is the topic we begin to explore in the first part of our AI in marketing series.

AI can process new information quickly and accurately, allowing us to use it in more complex situations, such as when it comes to self-driving vehicles and image recognition systems. With the constantly evolving AI, errors can be reduced, repetitive tasks can be automated, and decision-making can become faster.

A subset of AI is generative AI, which uses machine learning to not only interpret information, but also to generate images, text, videos, and code snippets for programming. Based on what? OpenAI’s GPT -3 is a great example, as it has processed 45 terabytes of data while being trained and uses 175 billion parameters to generate new content. Generative AIs such as GPT-3 offer a wealth of opportunities for the creative professions, as they can help, among other things:

• automate content production (e.g., blog posts, social media posts),
• publish more informative, varied, and better-quality content,
• and by taking user preferences into account, allow us to can create more personalized content for our customers.

For generative AI to do these tasks effectively, it still needs the work of humans:

• at the design stage, when the input, the prompt is given to the AI (it’s no coincidence that in recent months the most creative, best-performing prompts have started to be sold on marketplaces), and then
• for evaluation, iteration, and synthesis (where alternative prompts, and combining text from multiple prompts for the best result may be necessary) or for possible editing (where an AI-generated image may still require many hours of work to produce a sufficiently sharp, accurate, print-quality result).

So—for the time being—we don’t have to worry about AI taking our place, there is plenty of work to go around, and many new opportunities for us.

Artificial intelligence has a big future ahead, and its continued development is transforming marketing. Wondering how AI can be used in marketing and what changes we can expect in the future? Find out in the next parts of our series!

Source :

https://hbr.org/2022/11/how-generative-ai-is-changing-creative-work

https://builtin.com/artificial-intelligence