What Is AI-Generated Content?
AI-generated content in marketing refers to images, videos, blog posts, ad copy, and other creatives that are produced using AI tools. Artificial Intelligence models create all sorts of content thanks to the trained algorithms that give them life. Some of the most popular AI models, including ChatGPT, DALL-E, and LLaMA, incorporate deep learning techniques to generate various content types. Marketers all over the globe have started to leverage these tools for their content marketing to B2B needs. Users typically include detailed information in their AI prompts to receive accurate output. Keywords, topics, phrases, and text formats are usually necessary.
But an AI content generator doesn’t only create simple text and visuals. There are many B2B marketing campaign examples that collaborated closely with AI tools to incorporate AI-generated images and videos into their ads. However, GenAI tools shouldn’t be left completely on their own. You must set guidelines to ensure your content has emotional depth and creativity and check for plagiarism to avoid legal issues.
Let’s see the pros and cons of Artificial Intelligence and how you can leverage AI algorithms to empower your marketing efforts.
Are you looking for fresh marketing ideas and initiatives?
Download our new Media Kit and check how we can help you elevate your brand!
How Does AI Create Content?
Content generators leverage Machine Learning (ML) algorithms that follow the techniques of natural language processing (NLP) and deep learning. So, when you ask your tool to create content, it analyzes datasets to create new content. Machine Learning refers to algorithms that track and analyze patterns so they can improve. Deep learning is a subset of ML, and it has the ability to handle complex datasets to recognize images and generate relevant language. For example, GPT-4 detects linguistic patterns in order to produce coherent text. Additionally, some industry-specific tools incorporate a process called fine-tuning. It basically trains AI on extra-specific matters and industries, such as medical, engineering, or legal data.
It becomes evident that AI content creation requires a comprehensive prompt engineering guide to help you produce accurate content. There are two types of content AI can create: generative and transformative. The former refers to original content AI tools create based on a given prompt. On the other hand, transformative content refers to Artificial Intelligence tools modifying or improving existing content. You may ask them to proofread, translate, or conduct Search Engine Optimization.
4 Uses Of AI In Content Marketing
1. Brainstorming
B2B and SaaS content marketing usually require you to produce high-quality and relevant articles that capture your audience’s interest and help you rank highly on Google. However, inspiration isn’t always quick to come. While a human writer can create amazing content, sometimes you need an AI content generator to give you a few ideas. You can start by asking AI to come up with general subjects and, depending on its output, narrow down your options. Also, you may request article titles that are SEO-optimized. But AI content creation tools aren’t only great for articles and blog posts. You can leverage them to brainstorm new ad campaign ideas and email subject lines.
2. Automating Content Creation
Automation is one of the top applications of Artificial Intelligence in marketing, and that applies to content, too. One of the positives of AI is that it can create high-quality and on-point content quickly, saving marketers time. You may use tools like Jasper and Copy.ai to create social media posts, email drafts, and ad copy swiftly and efficiently. Of course, using the exact output with no changes isn’t advisable. No matter how good AI-generated content in marketing is, it can’t create personalized and audience-specific messages. You still need to refine the material and turn AI into human writing, as well as personalize each email and ad campaign based on your ideal buyers.
3. Improving Existing Content
AI content generation isn’t the only marketing industry trend dominating our world right now. We also see a focus on creating quality content that builds trust and long-lasting customer relationships. So, revise your existing content and create a list of articles that are old, have mistakes, or include irrelevant information. Ask your AI tool to proofread these texts for grammar and spelling mistakes. You may also ask it to optimize your articles based on specific trending keywords. Moreover, some of the best AI content creation tools can run checks on your articles and analyze them for their relevancy. If they include inaccurate or old information, you may correct them manually.
4. Generating Visuals
If you’re wondering how to use AI to create images, tools like Midjourney and DALL.E2 make it very easy for all users, regardless of their Artificial Intelligence proficiency. They can also produce videos for you to use in your promotional campaigns and merge them with real, human-produced visuals. You can create all sorts of visuals, including graphics, illustrations, real-life images, art forms, and animations. But where can you incorporate the AI-generated content? You may publish it on social media, include it in your articles and emails, and feature it in your videos. For example, you can create a product demo using both real footage and AI-generated material.
5 Bright Examples Of AI-Generated Content For Marketing Purposes
1. Product Descriptions
Using AI to make money is possible, but not in the immediate way you may wish for. Crafting winning product descriptions is among the selling skills marketers and salespeople must have. Yet, it’s not easy to produce them consistently. This is where generative AI’s benefits come into play. Provide AI tools with all the necessary information, including audience segments and characteristics and product features and benefits. The more descriptive and detailed you get, the more specific and high-quality AI’s output will be. As a result, you end up with product descriptions that tackle people’s challenges and focus on the reasons your product can solve all these issues.
If you want to leverage innovations in digital marketing even more, generative AI tools for marketing can also optimize your product descriptions for improved search engine performance. The goal during this process should be to give AI the right prompt. Instead of focusing on the technical aspects of your solution, make it all about the benefits. Create a narrative your ideal buyers can connect personally with and see themselves in. Lastly, add a pinch of humor to make everything lighthearted and relatable.
2. Ad Copy
Ad creation and targeting is one of the most prevalent B2B AI use cases nowadays when the average user is exposed to about 100 ads per day. With the competition for consumer attention being so fierce, you need to create ads that capture people’s interest. AI-generated content in marketing refers to ad copy, too. But it’s not that easy to get the output you need. You still need to check prompt engineering examples to understand the sort of information the algorithm needs to produce a relevant and specific copy. This means that you, as a marketer, must be creative and strategic and understand human psychology.
AI ad generators can be used for various things. Sure, you can ask them to create your entire ad copy from start to finish. But if you want more creative control of the final result, you can simply use it for inspiration to find ideas and powerful keywords. Additionally, an AI content marketing tool can analyze your final copy to check whether your text resonates with your target audience on your chosen platforms.
3. Social Media Posts
Generative AI and marketing make the perfect combination to boost social media engagement. With 63% of social media marketers feeling burnt out, it feels like AI-based content creation is the only road to success. The first way you can leverage AI tools is by asking them to create engaging and relatable captions. And that’s not even the main thing. Many companies use AI to spot customer behavior changes and recognize upcoming trends. For example, Chipotle utilized Artificial Intelligence to identify shifts in customers’ sentiments on social media and changed their messaging to appeal to people’s new needs.
Mastercard enforced AI in a similar way. The company leveraged the benefits of AI in marketing by building a digital marketing engine that monitors interactions and conversations. This way, they identified microtrends based on users’ comments before they became mainstream. As a result, it remained relevant. So, if AI tools were not in your top 10 New Year’s resolution list, you should go back and add them.
4. Email Marketing Content
Have you seen any email drip campaign examples? What they have in common is the fact that they use AI to schedule email sends depending on people’s actions and behaviors. This is one of the most obvious AI advantages when it comes to email marketing. However, there are other ways automation and AI-generated content can help you. You have probably segmented your subscribers based on various factors, including demographics, industries, and online behaviors. Using AI, you can write messages that appeal to each persona’s unique needs and challenges. If you are enforcing account-based marketing tactics, you can personalize your emails for each and every account.
Since many marketers face low open and conversion rates, you may ask AI tools to come up with creative and edgy subject lines, preheader text, and product descriptions. Along with hyper-personalized messaging, you will increase open and click-through rates and decrease bounce rates. Lastly, incorporating AI-generated images in your emails will benefit you immensely.
5. Video Content
AI-generated content in marketing isn’t limited to articles, emails, ad copy, and images. You can also use AI content creation tools to generate videos. You can start with simple slides, including text and background music. Or you can elevate your game by having lifelike avatars address the audience. A few of the benefits of video marketing in the AI era are video scripts, multimedia search, and video editing. Basically, you let Artificial Intelligence find stock images and music and create the script while you do some basic editing.
However, some elements are still not working well. AI avatars may look incredible, but their mannerisms are not always realistic. Also, video pacing may look unnatural. Typically, human editors try out different durations before finding the best option. Lastly, most AI video tools have so many templates, avatars, and effects that newbies feel overwhelmed.
4 Marketing Campaigns That Used AI To Generate Content
1. Coca-Cola
The famous beverage company is known for using AI-generated content in marketing to upgrade its promotional efforts. One of the best marketing campaigns we’ve seen so far was created with the help of OpenAI. The “Masterpiece” campaign merged art, CGI, and live-action elements to create a visually stunning result. While it is obvious that some parts of the ad are AI-generated, it doesn’t take away from the final product’s perfection.
2. WWF
In 2024, WWF, alongside AI/CC Creative Community and Brave Bison, released a campaign named #WORLDWITHOUTNATURE. WWF’s goal was to encourage companies to remove wildlife from their branding to help people realize what our world would look like without its natural elements. To assist with the visual part of the campaign, the AI/CC Creative Community was invited to create content with AI, imagining what our planet would look like with no animals, forests, or water. The campaign’s goal was to raise awareness for the rapid loss of biodiversity.
3. BMW
BMW created one of the most transformative campaigns by merging art and Artificial Intelligence. Using Nvidia’s StyleGAN AI software, creative technologist Nathan Shipley and art collector Gary Yeh fed the algorithm contemporary art pieces and let it study the textures and brush styles. Then, AI transferred the artist’s style and technique to BMW’s 8 Series Gran Coupe, turning it into a giant canvas.
4. Trivago
If you’re wondering how to be a good marketer, you may take a look at Trivago’s approach to rebranding and AI-powered TV ads. Due to the global reach of the booking company, its marketers created localized ads in ten different languages. While the ads are not something you haven’t seen before, they prove how simple it is to enforce AI-generated content in marketing.
The Pros Of Using AI To Generate Content
AI-driven content creation for marketing purposes seems to have so many benefits. AI tools are efficient and scalable, meaning you can increase the number of produced content depending on your needs and save yourself serious time. You can even translate the content to appeal to users from other parts of the planet. This means that you don’t have to hire as many content writers and translators, saving your company thousands of dollars annually. Additionally, AI improves your SEO by identifying competitor keywords and incorporating them into your content. Therefore, you improve your Google ranking without much struggle. Another benefit of using GenAI for content marketing is that it never runs out of ideas like humans do. It is always ready to offer you inspirational and high-quality content.
The Cons Of Using AI To Generate Content
Plagiarism is one of the biggest red flags for search engines. However, AI-automated content creation often falls into this pitfall. AI tools can’t produce text on their own. They simply search existing articles and produce content based on the information they find. As a result, plagiarism percentages may be higher than Google allows, leading to content bans. The more similar your articles are to other pieces of content, the less valuable and informative Google deems them. This means that it doesn’t promote them and instead devalues them. The same happens when you try to create AI-powered articles filled with keywords with the sole goal of ranking higher.
Additionally, AI-generated content in marketing often lacks personalization, a necessary B2B marketing tactic. Why is that, though? Simply because AI tools don’t have the emotional intelligence needed to create a story and captivate audiences. So, how can you make AI write more like a human? We are not sure if you can. What you can and should do is always fact-check and edit generative content to ensure it has the desired quality. Lastly, Artificial Intelligence tools don’t produce fresh content ideas. They just search the internet to find existing ideas.
Key Takeaway
One of the brightest B2B customer service examples is the implementation of chatbots on your website. But before someone even wants to speak to you and ask for product prices, they have to read your content and engage with it. AI-generated content in marketing is very promising. You may use the best Artificial Intelligence tools to brainstorm new ideas and article titles, create content, improve existing blog posts, and produce brand-new visuals. You have even more possibilities, including ad copy creation, product descriptions, videos, social media posts, and emails.
However, don’t make AI-generated marketing content your holy grail. While it can help you generate and nurture new leads, it always has to be double-checked and humanized by people. Some of the most common issues that arise are plagiarism, lack of emotional connection, and duplicate ideas. You may use it more for generating ideas and improving your SEO rather than creating entire articles from start to finish.
If you are interested in more marketing news and tips, join our email list to stay updated!
