Generative AI’s Role in Modern Marketing Strategies

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The Gist Generative AI’s impact on content creation. Marketers like Crystal Flores from Gigamon are…

The Gist

  • Generative AI’s impact on content creation. Marketers like Crystal Flores from Gigamon are leveraging AI to produce content that balances quality with quantity, despite concerns about potential Google penalties for AI-generated content.
  • Personalized communications through AI. Erin Mahan of the American Red Cross and other marketing leaders are exploring generative AI to create more personalized and engaging donor communications.
  • Challenges in AI adoption for financial services. Elisandra Singh from AIG Retirement Services discusses the hurdles of integrating AI in financial marketing, emphasizing the need for compliance and security.

LAS VEGAS — Adobe’s spent a good chunk of its stage time here this week at the Adobe Summit at the Venetian touting its generative AI marketing innovations in its digital customer experience software stack.

And why not? The numbers are enticing. 

McKinsey estimates that marketers could net along with other departments 75% of up to $4.4 trillion in annual global productivity.

I’ll have what those marketers are having, right? Well, there are aspirations. And then reality. 

A quick sweep on the Adobe Summit floor beyond the fancy keynote demos, on-point cuisine and glowing casino lights in this desert lies a different narrative: it’s still early days for some marketing practitioners when it comes to practical applications of generative AI in marketing. Many marketers, while sneaking a peek, are walking right past the generative AI blackjack table — for now.

We caught up with a few marketing leaders here this week to share their generative AI in marketing tales:

SEO and Content Marketing: Balancing Innovation With Quality

Crystal Flores, senior digital marketing manager, Gigamon, is all in on the value of using AI-generated content to increase quantity and quality. However, she’s got concerns using AI to generate blog content, worrying about Google’s response and getting dinged for relying on AI content. 

Profile shot of Crystal Flores, senior digital marketing manager, of Gigamon.
Crystal Flores, senior digital marketing manager, GigamonDom Nicastro

For sure, her marketing teams get reassurance and new ideas for SEO best practices through generative AI, but that doesn’t always mean the content will rank well. (See? Even AI can’t figure out Google’s algorithms sometimes).

And despite generative AI having the capability to produce a large volume of content, Flores noted the need to diversify content strategies.

“I’m nervous to use it for that reason because I figure Google’s going to realize that it’s an AI-generated blog and ding us later,” she said. “So even though I’m pumping out (content) — because I have limited resources on my team in terms of creating content — (generative AI) allows me to get it out there, but I’m also realizing I can’t put all my eggs in one basket. I need to diversify what I’m putting out there.”

Flores also discussed a balancing act between producing a high quantity of content and ensuring it meets quality standards that genuinely serve customer needs. When content truly meets customer needs and is perceived as being written by a real human, it tends to rank better, she said.

Content generation being the main use currently for generative AI, Flores said her marketing teams are also exploring generative AI for analyzing customer journeys and customer data to improve marketing strategies. This includes looking into AI tools for enhancing customer experience and engagement.

Flores is also paying close attention to ethical and legal implications of exploring generative AI implementations into marketing, such as ensuring legal compliance when using AI-generated assets.

Related Article: Sam Altman: AI Will Replace 95% of Creative Marketing Work

The Quest for Personalized Customer Communications

Erin Mahan, manager, marketing operations for the American Red Cross, emphasized the importance of personalizing communication with blood donors through multimedia content such as videos and infographics. Her marketing teams are starting to think about where generative AI can help those efforts. 

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