Generative AI has the potential to change the way we work. Could it be the next step toward reshaping marketing, helping you focus more on customers?
Generative AI has raised considerable buzz lately, but with this hype comes a lot of misconceptions and confusion on how it can help marketers. With customer expectations rising and personalization now an expectation, marketers can use generative AI to help maintain customer loyalty and gain insights in a post-cookie world.
We’ve already seen how AI can help marketers, commerce teams, salespeople, and more make informed decisions. This merely scratches the surface on how brands can use AI in their marketing to become more efficient and productive.
Though generative AI is still in its early stages, here are three ways marketers can use it today to better connect with customers.
What generative AI for marketing could look like
Generative AI can help with drafting marketing materials or providing quick answers to customer responses. But that’s just the start of what businesses can do with this technology.
Combining generative AI with an intuitive customer data platform can arm companies with the tools to take action on real-time insights. This can help you deliver personalization at scale, such as product recommendations, tailored to individual customers based on their browsing and purchase history.
Consumers also expect brands to use their data to offer more relevant services. We found that over 60% of customers expect that companies instantly react with the most up-to-date information when transferring across departments. Generative AI can satisfy this customer need by giving agents suggested responses generated right in the moment, based on real-time data.
The last mile of personalization
Today’s customers expect personalization at every step. Recently, we found 65% of customers say they will stay loyal if the company offers a more tailored experience.
Combining the power of generative AI with your CRM data gives marketers the ability to create those kinds of digital experiences for their customers. Altogether, this results in more efficient marketing journeys that are better tailored to their audience across content generation, design, and targeting.
3rd-party cookie replacement
Third-party cookie deprecation and access to high-quality data — data that’s well-structured and useful — is a growing challenge for marketing organizations. We discovered that 41% of business leaders cite a lack of understanding of data because it’s too complex or not accessible enough.
As data becomes increasingly difficult to collect, store, and analyze, marketers can now turn to AI tools to help analyze the data they do have and make the right decision. AI will help marketers process their existing, perhaps limited, first-party data and provide them with rich insights.
Letting you focus on the customer
This shift in focus and conversation around generative AI is imperative, not a nice-to-have. By eliminating the confusion and delay in analyzing data, generative AI takes the heavy lifting out of content creation. This technology can generate product descriptions that are accurate, compelling, and optimized for search engines.
With generative AI handling lower-level tasks, marketers are able to focus on strategic campaigns, executing on creative, and creating connections with customers. Generative AI can fundamentally change how marketing departments operate, allowing teams to place more focus where it belongs — on the customer.
This article was originally published on Salesforce.com on March 24, 2023.
Original blog post: https://www.salesforce.com/blog/outreach-marketing-use-cases-generative-ai/