In a Mint Cellular business, Ryan Reynolds reads from a script written solely by ChatGPT. His immediate was easy (embody a joke, curse phrase, point out the vacation promo in his voice), however he calls the outcomes “compelling” but in addition “mildly terrifying.”
I feel the advert is a good instance of one of many some ways entrepreneurs can use generative AI: to streamline the inventive course of.
Reynolds’ use is only one utility of many, although, and I’ll go over extra generative AI use circumstances in advertising on this piece, utilizing information from our 2024 State of AI Survey. Let’s see how entrepreneurs already use it and how one can leverage it your self.
Desk of Contents
Advantages of Gen AI for Advertising
Generative AI affords very actual advantages for entrepreneurs, and right here’s what I discovered from our information:
Most entrepreneurs say that the content material they make with generative AI performs considerably higher than content material created with out it
- Generative AI helps them create content material extra effectively
World entrepreneurs say that probably the most impactful results of utilizing AI is that it makes them extra productive.
- Generative AI helps them make considerably extra content material
75% of entrepreneurs agree that AI might help them spend much less time on handbook duties (like information entry, scheduling conferences, and many others.), which supplies them time to concentrate on content material creation duties.
Entrepreneurs additionally save a major period of time utilizing gen AI: 3+ hours when utilizing gen AI for content material creation duties like writing copy, creating photographs, getting concepts, and many others. With this time again, us entrepreneurs can let go of handbook duties and concentrate on tasks that want our human contact.
85% of entrepreneurs imagine AI is efficient at serving to entrepreneurs create extra customized content material, which speaks to customers’ want for personalization and experiences instantly related to them and their pursuits.
Gen AI may assist entrepreneurs really feel extra happy at work, as 73% agree that it helps them spend extra time on the components of their jobs they get pleasure from probably the most.
How will you reap these advantages your self? Let’s dive in.
Generative AI Use Instances in Advertising
Entrepreneurs who responded to our State of AI Survey instructed us that the highest three duties they use generative AI for of their function are content material creation, analysis, and studying the right way to do new issues.
The channels entrepreneurs most frequently use AI to create content material for are e-mail advertising and newsletters (48%), social media content material for audio and video platforms (45%), and text-based social media content material (44%).
Entrepreneurs report optimistic ROI from utilizing gen AI to create content material for audio/visible channels (48%) and search/Search engine optimisation content material (45%). Utilizing gen AI for e-mail advertising newsletters and text-based social media content material most frequently yields considerably optimistic ROI.
Let’s dive deeper into generative AI advertising use circumstances, that includes knowledgeable recommendation from Samyutha Reddy, Head of Enterprise Advertising at Jasper.
1. Generative AI for content material creation.
As I discussed, entrepreneurs instructed us they most frequently use gen AI to create content material.
They use it to create photographs for advertising content material (with AI artwork instruments) and write copy for advertising content material. This is sensible to me as a result of, on probably the most fundamental stage, all advertising content material contains some form of visible picture, textual content, or each.
Gen AI may assist with extra distinctive advertising duties, akin to producing the simplest and engaging e-mail topic strains primarily based in your historic open charges or translating your content material for international audiences.
I like Reddy‘s instance of utilizing Gen AI to repurpose content material. She says, “Being able to take super lengthy pieces of content, feed them into Jasper’s Content Synthesizer, and have a summary of different viewpoints and pieces of data can help creators form an opinion or perspective that much quicker.”
For instance, if I’m changing a multi-page book right into a weblog submit, I can velocity up my course of by pasting the copy into an AI software and prompting it to listing the most important takeaways. The software will determine key themes, matters, and concepts, which I can use as a tough draft for my weblog. I add my voice and knowledgeable perspective, and I’d have a brand new piece of content material that took a fraction of the time to create.
All in all, 84% of entrepreneurs say gen AI helps them create advertising content material extra effectively. Regardless of its advantages, most entrepreneurs aren’t handing over the reins. They aren’t asking ChatGPT to write down an Instagram caption, copying the output into the caption field, and pushing it dwell. A majority say and advocate entrepreneurs use gen AI of their roles however keep away from changing into overly reliant on it.
I wish to view it as a trusty sidekick. It gives you concepts and provide help to create your outputs quicker, however you make edits and have the ultimate say.
2. Generative AI for content material ideation.
As a author, there‘s nothing worse than staring at a blank document. But these days, you don’t have to attend for inspiration to strike.
AI might help you get the ball rolling even quicker than you often may: entrepreneurs report saving 2-3 hours when utilizing gen AI for brainstorming.
Reddy says, “AI really fits at the beginning of the writing process, particularly for content ideation. If I’m writing a blog, I often use Jasper Chat to test new ideas and try different angles, just like I would with a colleague in a conference room.”
Reddy factors out that AI instruments are particularly useful for distant entrepreneurs who haven’t got the bodily house to spitball concepts with others.
“It‘s valuable during a time when people are working remotely and teams are distributed. We can get a lot accomplished in virtual meetings, but they’re not often used to just brainstorm or connect. In that way, AI can be really helpful,” she observes.
Software Suggestion: I repeatedly use HubSpot’s AI Content material Author in my writing course of. Typically I exploit it to create a complete define; different instances to provide you with a piece heading. Both manner, it helps me kick off my course of, whether or not I’m feeling caught or not. The software may provide help to write social media copy, fill out your touchdown pages, and even write your advertising emails.
Picture Supply
3. Generative AI for content material analysis.
A number of effort goes into writing articles earlier than I even put pen to paper, and 99% of that effort is researching and sifting by way of info.
Language fashions have modified the sport on this regard. As a substitute of sifting by way of search outcomes, instruments might help customers entry info and get solutions in file time. For instance, prompts like “What’s the difference between [topic] and [topic]?” or “What are the top trends in [industry] in 2024?” can floor particular responses that may provide help to by way of your course of.
Entrepreneurs instructed us they get again 2-3 hours they’d usually spend conducting their very own analysis utilizing gen AI, so it’s already confirmed helpful.
4. Generative AI for Search engine optimisation optimization.
As content material creators, we wish our work to be seen by as many individuals as doable. One solution to get there’s by optimizing for Search engine optimisation.
Nonetheless, we’re not all consultants in technical Search engine optimisation. For Reddy, that is the place AI can actually shine.
She says, “I‘m not someone that grew up in the discipline of content marketing, and I never had a tool to help me with the technical aspect of SEO. That’s where Jasper comes into play. It can help content marketers optimize their articles by automating a lot of SEO tasks.”
In motion, a generative AI software may provide help to conduct key phrase analysis, classify key phrases by intent for extra targeted content material, counsel content material clusters on your weblog, or provide help to write meta tags and descriptions to enhance click-through charges.
However AI would not finish at optimization — it may well additionally work as an editor throughout the closing phases of writing. Instruments like Grammarly can detect wordiness, supply various phrases, and enhance readability. The consequence? Search engine optimisation-optimized content material that individuals get pleasure from studying.
Software Suggestion: As customers additionally get increasingly more utilization out of AI search engines like google and yahoo, you need to guarantee your web site is ready as much as seem in these outcomes. Enter HubSpot’s AI Search Grader, a free app that shortly analyzes your model primarily based on what your prospects & clients are seeing throughout AI search engines like google and yahoo, then offers you actionable suggestions on the right way to enhance.
5. Generative AI for scaling advertising campaigns.
In an excellent world, there could be a single channel to satisfy, have interaction, and convert clients. In actuality, entrepreneurs want a multi-channel technique to succeed in their viewers.
After all, scaling advertising campaigns isn’t any simple feat. As Reddy places it, “We often burn all our energy on creating one beautiful, optimized piece of content. But then our distribution falls.”
Nonetheless, entrepreneurs can use AI to construct total advertising campaigns from one piece of content material, which they’ll adapt to totally different codecs and lengths.
For instance, if I create a YouTube video I need to scale into a complete marketing campaign, I can use AI to transform the video script to totally different codecs, like a LinkedIn Publish, Fb advert, or e-newsletter copy. I’ll have a multi-channel technique reasonably than a single platform or format. It additionally helps me strategically ramp up my advertising.
Reddy underlines this level, telling me, “It enables me to truly be a project manager and a strategist, versus someone who is waiting on other people to deliver their end of the bargain.”
The Pitfalls to Keep away from When Implementing Generative AI Into Your Processes
1. Eradicating creators from the creation course of.
“When incorporating generative AI, the worst thing you can do is remove someone with a strong creative or editorial eye,” cautions Samyutha.
At first look, AI-written content material could look excellent. But, many human parts — like humor, empathy, perspective, and cultural context — might be lacking. On high of that, generative AI operates with restricted information, so the knowledge it collects might be irrelevant, outdated, and even biased.
Most entrepreneurs instructed us they’re solely considerably assured they’d know if the knowledge gen AI gives is correct, however they’ve comparable ideas to Reddy. A majority use gen AI to offer them an overview/draft to construct off of, and a majority additionally make vital edits to the textual content that gen AI produces.
In the end, I like to recommend utilizing AI as your first draft — not the final. It might probably lay the groundwork, however you continue to must elevate the content material along with your distinctive persona or perspective.
2. Recreating the wheel.
Each advertising crew has a distinct technique for creating content material. Consequently, your method to AI — and the way you select to implement it — is exclusive to your crew.
Whereas AI is thrilling and new, Reddy recommends the “less is more” method when including it to your workflow.
She tells me, “When it comes to integrating AI, a lot of teams feel pressure to recreate the wheel. However, you don’t have to build all your processes around generative AI. Instead, incorporate AI into your existing processes that already work well.”
For instance, a advertising crew could have an efficient content material distribution course of, nevertheless it might be improved by automating some duties with AI — like scheduling social media posts and reformatting content material for various channels.
With this method, your advertising technique isn‘t dependent on AI; it’s improved by it.
3. Elevating content material calls for too shortly.
As AI continues to hurry up the creation course of, it is essential to have guardrails in place to take care of high quality.
Reddy says, “We have multiple processes built to check our work, and that doesn‘t go away because Jasper’s in the picture. If anything, that chain link of feedback is strengthened so we can catch things like inaccuracies or mistakes.”
She continues, “It‘s not about creating content as quickly as you can. It’s about effectively incorporating another piece of technology into your existing workflow.”
Over to You
Us entrepreneurs are at all times in search of methods to remain forward of the curve and embrace new expertise that helps us be simpler. Generative AI is a big alternative, however as Reddy places it, it’s essential to at all times be lifelike about this expertise.
In the end, it is about realizing when to push this expertise into your workflow — and when to drag again. With this method, entrepreneurs can successfully incorporate AI into their methods for optimum influence.
