Introduction
Artificial intelligence is impacting marketing at an absurd rate.
For example, now with the help of image generators like Adobe Firefly and DALL·E 3, a variety of really good graphics can be whipped up in seconds. Essays, blog posts, and other text content can be created at ridiculous speeds thanks to tools like ChatGPT, Google Gemini, X’s Grok, and more.
And there are plenty of AI tools making video production easier and faster than ever. So far, it seems, most content you create using AI needs some refinement, especially if you’re trying to produce great work. ChatGPT can write you a blog post, but the best companies and marketers take that content as an outline (or for ideas) and tweak it to their unique style, brand, and tone.
In a recent Demand Thrive article we talked about the power of AI in marketing automation and the benefits platforms like Marketo Engage and HubSpot can bring.
Marketing is changing by the minute thanks to AI.
Generative AI’s Impact on Marketing – Predictions by VC Firm Andreessen Horowitz
I recently came across an excellent article on the future of AI and marketing. It’s written by private American venture capitalist firm Andreessen Horowitz, and it’s called “Say Hello to My New AI Marketer: How Gen AI-Based Software Is Advancing Marketing and Sales.”
In the article, the company explains that it sees Gen AI impacting marketing in three phases: marketing copilots, marketing agents, and then autonomous marketing teams.
The first phase – “marketing copilots” – is the phase we’re currently in. People are able to leverage AI tools to create copy and content, just like I described earlier.
The second phase – “marketing agents” – is the next phase according to Andreessen Horowitz, where AI analyzes massive amounts of data at great speed and scale to help companies deliver highly personalized experiences to customers.
The third phase is when it’s all over for marketers. Just kidding! Well, maybe not? The American venture capital firm believes this is when we will see AI become the CMO and the marketing team. Large marketing departments will likely no longer be needed.
Marketing Is One of AI’s Strongest Use Cases
According to a McKinsey study done last year called, “The state of AI in 2023: Generative AI’s breakout year,” the business function that reported using AI tools the most was marketing and sales (14% of respondents). The next closest business function was product/service development (13%) and then service operations (10%).
Within the marketing respondents, McKinsey found that the most popular “generative AI use case” was “crafting first drafts of text documents.” The next most popular tasks were “personalized marketing” and “summarizing text documents.”
This makes sense, and is aligned with the information from Andreeseen Horowitz outlined earlier. Today, marketers are primarily leveraging AI as a copilot for text/content creation.
Marketing is one of AI’s strongest use cases to date. How are you leveraging AI today?
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