Using Generative AI for Market Research

It can perform sentiment analysis on customer feedback, cluster customers based on behaviour, provide personalised recommendations, and more. GPT-4, the latest version of GPT, can analyse images to identify patterns and trends in visuals, and allow marketers to discover which images resonate better with their target audience and optimise visual content accordingly. Generative AI, which uses machine learning to generate new and unique output, has been on the rise in creative and marketing industries. This technology allows for the creation of personalised content, such as videos, images, and written copy, at scale, opening up new possibilities for the way businesses engage with their customers.

He is currently Enterprise Sales Director at Copyleaks, an AI text analysis company that specializes in text analysis, Natural Language Processing (NLP) and Natural Language Understanding (NLU). They are a market leader in identifying paraphrased and plagiarized content, stolen source code, and generative AI detection. In his spare time, he is a literacy advocate speaking online and at Universities about the global literacy crisis. He and his daughter are featured in the hit podcast ‘Sold a Story’ by American Public Media which chronicles the problem with reading instruction in schools.

AI Tools and Technologies for Marketers

They can write essays, create poetry, generate conversational agents, translate languages, and even mimic specific writing styles. These models are being used in various applications like chatbots, content creation, and educational tools, making human-like text generation more accessible and efficient. Marketers are using AI tools for copywriting, product descriptions, social media posts, and so on. They are constantly adopted to increase efficiency and enhance marketing processes.

AI has quickly become an essential tool for digital marketers because it can quickly scan and understand vast volumes of data. Take Heinz’s Draw Ketchup campaign, the world’s first AI-generated advertising campaign as the perfect example of this. Created using OpenAI’s Dall-E 2 generator, it not only allowed the brand to hone in on the fact that AI identified Heinz as being synonymous with ketchup, it also created the marketing collateral to go with it.

“If you are not learning, you are not reaching your pontential” – Jim Rohn

When ChatGPT was launched on 30 November last year, it sent shockwaves across the marketing industry and the wider world. Generative AI is the future but the market of AI has developed so rapidly that even tech entrepreneurs are hesitant to adopt this new technology mainly due to the challenges that come with artificial intelligence. If you are into content creation then look for tools like Jasper or paraphrasing tools such as Quillbot.

• Generative AI models, like GPT-4 from OpenAI, use a type of machine learning called deep learning.
• A prime example of generative AI’s prowess is GPT-4, a robust language model developed by OpenAI.
• Positive values penalise new tokens based on whether they appear in the text so far, increasing the model’s likelihood of producing new, divergent topics.
• However, make sure to add that touch of human element to all these activities as AI is just a tool and even the most perfect tools don’t guarantee correct results.

One successful example of AI-powered creative optimisation is the “Draw Ketchup” campaign by Kraft Heinz. Here are some of the best AI marketing tools you can use to get started with artificial intelligence marketing. Artificial intelligence tools can help you optimize your digital marketing campaign and identify what is and isn’t working in your campaign. A prime example of generative AI’s prowess is GPT-4, a robust language model developed by OpenAI. This model can generate content with diverse writing styles, idiomatic expressions, and slang, rendering it virtually indistinguishable from content created by humans. With the right tools and strategies, marketers can use AI to optimise campaigns, personalise content and increase sales.

Real-Time Personalisation and Improved Customer Relationships

Founder of the DevEducation project

AI systems can only be as unbiased as the data they are trained on, and if that data is skewed or biassed in some way, the AI will reflect those biases. One major concern around generative AI is algorithmic bias, where AI algorithms may inadvertently discriminate against certain groups of people. In addition, sector specialists who can write accurate and detailed briefs that can be used as prompts to create more precise output are also likely to be in demand.

The opportunity for marketers is in the combination of human creative leveraging of these technologies to supercharge outputs and cut down on the time required across mundane tasks. In this article, we’ll explore the different ways that AI can be used as a productivity enhancement tool, as opposed to a complete human replacement. Focusing on how exactly AI will reshape the marketing workforce, and the skills we’ll need to thrive now and in the future. We’ve set ourselves apart thanks to a guiding set of principles that inform our work and get results for our clients. Take a look at the link below to see how we deliver branding and digital marketing services for our clients.

Generative AI and the need for human expertise

For instance, AI can generate personalised product recommendations, tailor marketing messages or create customised user interfaces. These personalised experiences improve customer satisfaction, drive customer loyalty, and increase sales. The use of Generative AI in UK Digital Marketing will revolutionise the industry, presenting Hertfordshire businesses with opportunities for growth and innovation. By mastering the art of asking strategic questions, learning from successful use cases, leveraging generative AI’s strengths, and understanding its limitations, you can unlock its full potential. Implement generative AI in your digital marketing strategies to expedite processes, enhance creativity, and gain a competitive edge in the ever-evolving digital landscape.

The introduction of conversational tools like ChatGPT took the world by storm and made it pretty clear that generative AI is going to have a larger impact on our lives and is definitely here to stay. In our first research report for the Cremarc Innovation Hub, that we released in Q1 2023, we spoke about DALL-E – Open AI‘s image-generative AI tool. DALL-E came under fire because the images used to train it for output artwork and imagery was copyrighted imagery used without the artist, illustrator, or photographer’s consent. Incredibly, the above image is completely AI-generated – although it appears as if it is a genuine photograph.

Session ONE – Introduction to Generative AI and Tools

While humans will be needed in some capacity, this will be in a more curational role. Another future could see an abundance of AI content leading to ‘human-made’ content commanding a premium from those looking to use original work. In arguably the best future scenario, AI tools are harnessed alongside human creativity, helping to do genrative ai more repetitive tasks while acting as prompts to drive further inspiration. As the CMO of Emplifi, Zarnaz is responsible for driving the company’s overall marketing strategy and execution. She leads a team of marketing professionals to develop and execute campaigns that drive brand awareness, customer engagement, and revenue growth.

As an example, Levis have been criticised for using AI generated models on their website recently as a lazy attempt at increasing diversity. Advances in tools such as Midjourney, DALL-E, and even Canva have significantly reduced the barrier to entry for creative outputs, and improved our ability to scale outputs into various ad formats. Please note that the field of AI, including generative AI, is rapidly evolving, and some information might have changed post this date. Be sure to stay informed by following the latest news on the resources provided.

With these parameters in place along with an open mind and a commitment to adapt the use of AI in marketing if situations change, agencies and clients could benefit from what AI has to offer today. Our AI Fast Lane programme is designed to identify where AI can give you a strategic advantage and help you rapidly deploy AI use cases in your organisation. While the benefits of Generative AI are numerous, quantifying its return on investment (ROI) can be challenging, especially in the early stages of adoption. This uncertainty can make it more difficult to secure buy-in from stakeholders. Generative AI can help identify and mitigate risks by predicting and modelling various scenarios. For example, in finance, Generative AI can be used to simulate different economic scenarios to assess investment risks.