AI Business insights
Marketing Tools Using Generative AI: What Every CMO Needs to Know
Generative AI is the hottest topic in marketing right now – and for good reason. Tools like ChatGPT, Jasper, and DALL·E are revolutionising how brands create content, connect with audiences, and streamline processes. But as with any new technology, there’s a balance between excitement and caution. If you’re a CMO wondering how generative AI can elevate your strategy, here’s what you need to know.
- Supercharge Your Content Creation
Creating high-quality content consistently is one of the biggest challenges for marketing teams. Generative AI tools make this easier by producing written, visual, and even video content in minutes.
- Writing at scale: From blog posts to social media captions, AI can generate draft content tailored to your audience, tone, and goals.
- Custom visuals: Tools like DALL·E create bespoke images, helping your brand stand out without needing a full design team.
- Time-saving templates: AI tools can whip up email campaigns or landing pages, freeing your team to focus on strategic thinking.
While these tools are powerful, human oversight is key. AI content still needs refinement to ensure it aligns with your brand’s voice and messaging.
- Personalise at Scale
Personalisation isn’t new, but generative AI takes it to the next level. It allows brands to craft hyper-relevant messages for individual customers – without draining resources.
- Dynamic email campaigns: AI can create customised email content for every recipient based on their preferences and behaviour.
- Tailored product recommendations: By analysing past interactions, AI helps suggest products or services that resonate with each customer.
- Real-time personalisation: Tools like chatbots powered by generative AI can provide instant, personalised responses to customer queries.
This kind of personalisation isn’t just impressive; it’s becoming an expectation from today’s consumers.
- Strengthen Creativity, Not Replace It
A common fear is that generative AI will take the creativity out of marketing. In reality, it’s the opposite. AI works best as a creative partner, sparking ideas and supporting teams.
- Brainstorming tool: Stuck on a campaign concept? AI can generate suggestions to kickstart your thinking.
- A/B testing made simple: Quickly generate multiple versions of ads or emails to test what resonates with your audience.
- Enhance visuals: AI-powered design tools allow teams to experiment with creative styles they might not have considered otherwise.
The key is using AI to enhance human creativity, not replace it.
- Be Wary of Risks
As exciting as generative AI is, it’s not without its pitfalls. CMOs need to stay aware of potential risks, including:
- Accuracy issues: AI can make mistakes or produce misleading content if not carefully reviewed.
- Bias in data: AI models are only as good as the data they’re trained on, which means biases can creep in.
- Over-reliance: Leaning too heavily on AI could result in content that feels generic or lacks authenticity.
Having a robust review process in place will help you mitigate these risks.
- Invest in Training and Integration
For generative AI to deliver value, your team needs to know how to use it effectively. Invest in training and choose tools that integrate seamlessly into your existing workflows.
Generative AI is reshaping marketing, offering tools that are powerful, practical, and (yes) fun to use. As a CMO, embracing AI isn’t just about staying ahead of the curve – it’s about creating smarter, more impactful campaigns. At CI Group, we’re passionate about helping brands navigate this exciting frontier. Ready to take the leap? Let’s talk – marketing@cigroup.co.uk .