By 2025, 30% of outbound marketing messages from large organisations will be synthetically generated. By 2024, the European Union will pass legislation to mandate the ‘watermarking’ of AI-generated artefacts. By 2023, more than 80% of organisations will use some form of
computer vision to analyse images and videos, as per Gartner’s report titled, ‘Use Generative AI to enhance content and customer experience’. The report further stated that Generative AI promises a new level of creativity and enhanced experiences through two primary methods as follows:
• Augmented: Under this, Generative AI creates artefacts to support higher-order creative tasks by humans. It optimises existing creative workflows collaboratively with human operators that shape the AI’s generation behaviour through reinforcement, such as by saying ‘more like this’ generated element or ‘less like this’.
• Automated: Under this Generative AI produces unique artefacts in bulk with little human involvement beyond shaping the parameters for production. For example, humans set the brand guidelines for automated copy development.
So far, most use cases have less than one percent of target market adoption, with some exceptions. Meanwhile, it is believed that text generators like GPT-3 can be used to create marketing copy, news stories and job descriptions. Short-form content like subject line creation can be used to support A/B testing while images can be generated for logos; human images can be generated for modelling. Also, videos can be created to showcase event highlights, immersive product experiences and multilingual versions, the report stated. Moreover, ads can be optimised by assembling content artefacts into combinations to support personalisation.
The market for AI in marketing is likely to hit $107.5 billion by 2028, a massive increase from $15.84 billion in 2021, according to Hubspot in its latest report. Furthermore, nearly 75% of marketers believe AI will become a workplace staple when it comes to automation, customer engagement, and data analysis. It is believed that AI-powered tools will act like an ace up a marketer’s sleeve. Yet another report titled, ‘Transforming small business content’ by Goodcontent pointed out that nearly eight of ten small businesses reported that they write
the content themselves. Furthermore, 17% said they have an in-house writer and 14% work with freelancers. Now, a closer look at the time spent writing content showed that 48% of teams of small businesses take less than five hours per week to write content, while it takes anywhere between five to 10 hours for 32% to write.
Currently, the more practical applications of generative AI have been observed when it comes to text generation. This includes short form content such as versions of email subject lines, body copy, website content or other textual material that can be deployed and tested in support of customisation and personalisation efforts. As for long format content, test generators such as ChatGPT or GPT3 can be used to create marketing copy, news stories, poetry and resumes.
Gartner in its report stated that Generative AI already helps to develop 3D models that can support product development, marketing and e-commerce. Now CV (computer vision) techniques are pushing these use cases forward. CV can create deep fakes and virtual influencers by replacing the original video with precise visual facial features from another video or set of images, allowing developers to update speech and imagery.