Generative AI in Marketing: Using it without shame?
Generative AI (Gen AI) tools are transforming how we work and lead our lives – from email filters and built-in search algorithms to Alexa and Netflix recommendations, we’re all encountering a form of Gen AI that is making our lives easier.
Small business owners benefit most from Gen AI’s capabilities, and when it comes to using Gen AI in Marketing, with a bit of confidence and curiosity, you can create content, generate images and even define campaign activity using a well-crafted prompt in ChatGPT.
Whether you use Gemini, DALL-E or Canva, Gen AI tools can save you time and help fill your marketing knowledge gaps. While the tools can’t replace a human and developed marketing experience, as a business owner these tools are your new best friend, especially when you’re strapped for time and short on resources and budget to throw at external marketing support.
Here are a few strategic examples:
Content Creation: Drafting blogposts, creating social media captions or pulling together email newsletters. These can be achieved using ChatGPT or Gemini with clear prompts that specify tone of voice, audience and key points for the body content.
Brand and Design: Platforms like DALL-E and Canva Magic Studio can generate visuals bespoke to your brand, without needing a dedicated design team. The standard of these visuals won’t stack up to a Graphic Designers’ skill set but they won’t be far off.
Customer Insights: Analysing data trends and sentiment using Gen AI to understand your audience better and tailor messaging as a result.
Idea Generation: The best use of Gen AI – in my opinion. If you’re stuck on campaign ideas, you can brainstorm topics or marketing concepts based on industry trends.
It's taken time to accept that Gen AI tools are integrating into my industry; their use doesn’t fully align with my values – the lack of genuineness. As a Chartered Marketer with over 20 years’ experience my work ethics are strong.
I referenced this when I was invited to guest on The AI for the Average Joe podcast to discuss how marketers are using Gen AI tools. I also shared my thoughts in an episode of my co-hosted podcast A Measure of Marketing – "The Use of AI in Marketing".
However, my clients’ curiosity about Gen AI has pushed me to dabble and learn how to maximise the use of Gen AI in Marketing for their businesses. I’ve adapted, embraced the technological shift and now understand that Gen AI isn’t a route to cheat, a shortcut – it’s a way of working smarter.
AI Shaming: The emerging backlash
Despite the growing adoption of Gen AI tools and people’s increased trust to use them, “AI shaming” has become a trend, particularly on social media. People who openly use ChatGPT, Gemini or other tools often face criticism, accused of lacking creativity or authenticity.
The backlash on LinkedIn and elsewhere somewhat undermines Gen AI’s role as a tool to enhance human ingenuity, not replace it. While it took time for me to embrace this perspective, Gen AI tools empower small business owners to achieve efficiency and creativity – and there is no shame in doing so.
Gen AI can bring self-confidence to people’s day-to-day lives where they may have otherwise been apprehensive – whether it’s crafting an article, creating a social post or building a campaign plan. In my opinion, it’s best used to support ideation and help automate routine tasks – successful marketing still requires strategic thinking, a structured approach and a human at the helm.
Gen AI in Marketing - using it without shame
The adoption of Gen AI tools has created fresh opportunities for small business owners to manage their marketing efforts in a timely and cost-effective way, especially if they lack marketing expertise. However, knowing what prompts to use and the right questions to ask goes a long way. Equally, the tools work best when guided by a clear marketing strategy; you then use Gen AI effectively, in alignment with your business objectives and with authenticity.
Here are a few takeaways so you use Gen AI tools effectively and responsibly:
Start with a marketing strategy: Gen AI tools work best when you know what you want to achieve, who you’re talking to and why. Don’t shy away from the strategy.
Edit, edit again and edit some more: Always review and refine AI-generated content to ensure it aligns with your brand voice and messaging. It can be too easy to replicate it verbatim within a blogpost or on social media. While Gen AI saves you time, don’t be lazy with what the prompt has produced.
Don’t rely on it: Gen AI is a helper, not a substitute for human creativity and judgment. Use it to streamline processes, not replace strategic thinking.
Keep using it to keep learning: Gen AI is evolving at a rate that’s hard to stay on top of. There are no experts in Gen AI given the pace of its transformation.
Please get in touch if you’d like to chat about how Gen AI tools could support your marketing activities or if you want to know how your small business could benefit from a more strategic approach to Marketing.