*by Simone Catelli
Generative Artificial Intelligence (GenAI) is widely discussed in the business world to increase profitability and increase delivery value. However, when it comes to applying this technology to the world of marketing, its transformative aspect directly influences creative processes.
GenIA is an invisible force essential for the improvement and agility of all aspects of marketing, as it allows the development of more innovative and effective campaigns, in addition to improving the quality of content, producing more and better, which culminates in customer engagement – as it improves their experiences, with more personalized and relevant actions.
Generative AI is arguably a game-changer in marketing strategies. Its ability to unlock new forms of creativity enhances the value of deliverables in a number of ways.
Given this statement, the first aspect I can highlight is the creation of personalized and scalable content. For example, it is possible to automatically generate text variations for campaigns, ads and social media posts, adapted to different audience segments. This means saving time, in addition to ensuring that the content will resonate better with different audiences, increasing engagement and conversion.
The second aspect is related to ideation and creativity. GenIA acts as a co-creator in the creative process, helping to explore new concepts and ideas, which are then adjusted and refined by the creative team, accelerating the generation of innovative and diverse ideas.
Analyzing and predicting trends is the third point I want to highlight, because when we use Generative Artificial Intelligence to check patterns, we can anticipate behaviors to proactively adjust marketing strategies, which allows us to seek new opportunities, in addition to adapting campaigns quickly to keep up with market changes.
Moving from the macro to the micro environment, it is also important to highlight the use of this technology to improve the personalization of a campaign, making it possible to create more precise recommendations based on the analysis of individual customer preferences and behaviors.
Last but not least, there is the creation of immersive experiences. Through the use of augmented reality and virtual reality, GenAI can generate visual and interactive elements that make contact more engaging and impactful.
Customer engagement
When it comes to customer engagement specifically, GenIA explores innovative and effective ways to increase customer engagement and satisfaction, bringing possibilities for personalization through experiences tailored to their most recent behavior, as well as making the process more engaging and targeted.
Creating interactive experiences is another way to increase engagement. Using personalized games or quizzes based on customer interests increases the time spent engaging with the brand and encourages greater participation.
In terms of assertiveness, to check whether all efforts have been well directed, GenAI can analyze large volumes of customer feedback data, identifying sentiments and emerging trends. This allows companies to adjust their strategies quickly and effectively, addressing problems or capitalizing on identified opportunities.
We are discussing a technology that has played a crucial role in the future of marketing operations. Its unprecedented capacity for personalization and audience segmentation has improved the relevance of campaigns and increased conversion rates. And for teams that are still afraid of its impact on their day-to-day work, it is important to understand that this technology has come to automate repetitive processes, freeing professionals to focus on strategic and creative tasks.
We are facing a continuous innovation process to increase creativity and innovation in marketing, making this area increasingly intelligent, personalized and impactful. To start this journey, there are some tested paths that can serve as an example for professionals to adapt to when adopting.
Where to start
Starting this process by educating and training your team is the first step. From there, you need to map out marketing areas that can actually benefit from this technology and choose the platform that best meets your needs. Implementation should be gradual, and an important tip is to focus on creating personalized content. Analyzing campaigns is an important step to continually improve the process, and you can even try integrating GenIA with other tools. Finally, establishing a feedback loop is the way to improve the use of this technology. One step does not prevent the other; the important thing is to get started.
My advice to marketing professionals is to start this experience as soon as possible, because we are on a path of no return and we don’t have to worry about it. As we adapt to this new reality, the results will certainly become part of our daily routine, just like using the internet. And new tools will emerge so that we can continue innovating. Keeping an open mind and a willingness to always learn is the right path on this journey.
*Simone Catelli is Marketing Manager at Globant Brasil, a digitally native company focused on reinventing businesses through innovative technological solutions.
* This text does not necessarily reflect the opinion of the vehicle
Follow ADNews on Instagram and LinkedIn, and the new ADGroupBR.
