How Generative AI is Revolutionizing Marketing Efficiency | by Dr. Gleb Tsipursky | Dec, 2023

How Generative AI is Revolutionizing Marketing Efficiency | by Dr. Gleb Tsipursky | Dec, 2023


How Generative AI is Revolutionizing Marketing Efficiency | by Dr. Gleb Tsipursky | Dec, 2023
DataDrivenInvestor
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The marketing world is being transformed by the rise of generative AI. As this technology improves, it allows marketers to be more efficient, creative and data-driven. I recently spoke with Ben Dutter, Senior Vice President of Strategy at Power Digital, to get insight on how generative AI is impacting marketing.

One major area where AI shines is in managing digital advertising campaigns. Dutter explained that machine learning algorithms have been optimizing paid ads for around a decade now. But generative AI takes efficiency to the next level.

In the past, marketers had to manually adjust bids and target keywords. Now campaigns can be automated thanks to AI and cloud infrastructure. As Dutter noted, this allows experts to focus on deep strategy rather than tedious optimizations.

The time savings are massive. Tasks that took hours or days can now be accomplished in minutes or seconds. This efficiency boost allows for faster testing and iteration as well.

Generative AI is also revolutionizing marketing copy. Dutter gave the example of AI generating thousands of ad headlines or email subject line variations. This volume of content would be impossible for a human to produce manually.

Not only does this allow for more rapid testing, it also unlocks creativity. Brands can explore a wider range of ideas without worrying about production timelines. The human creator simply prompts the AI and edits the output.

This demonstrates how AI acts as a multiplier rather than a replacement for human skills. The unique value marketers provide is evaluating ideas and guiding strategy rather than repetitive content production.

In the past, advanced data analysis required specialized expertise. Techniques like Bayesian modeling might take a data scientist hours to execute. But now, AI systems can provide these insights almost instantly.

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