2023 was the year that ChatGPT challenged our concept of creativity. Heated discussions abounded, warning of the death of original copywriting and the mass production of soulless content. Remember those? This year, we’ve learned to assert our dominance as Prompt Engineers, relaxing into the thought that AI is here to enhance— not replace— ideation and content production in Marketing. (We've also mastered how to better manage and evaluate data with its help.)
For me, it’s been interesting to see how Generative AI has transformed even the most tactical team member into a strategic, out-of-the-box thinker. Especially those analytical types charged with creating demand for their companies’ products and services: The Demand Generators.
Via enhanced software, integrations, and plug-ins, Marketers have been experiencing how Gen AI’s machine learning algorithms and data analytics better engage— and convert— target audiences. Creating cool visuals like the personalized cover image here, based on my own LinkedIn photo— but also:
optimizing campaign approaches (A/B testing, custom assets)
analyzing performance metrics (allowing for real time iterations)
optimizing long sales cycles (better workflows + messages)
involving Sales stakeholders (lead alerts, meetings, social selling)
I’ve personally found new ways to differentiate a product and then develop a campaign to collect impressions, leads, and conversions. Namely: thought leadership research, product feature competitive analysis, brand identity comparisons, key word testing, statistics collecting. As well as: developing content outlines, translating text to different languages, and editing first drafts (visual + written.)
Here’s a list of popular Gen AI tools that I have tested and recommend:
Jasper AI: For marketing-focused content. Specializes in creating SEO-optimized content, email sequences, and ad copy tailored for brand voice.
Open Art: For generating unique visual assets. (Look at my ‘personalized’ cover shot)
Produces custom images based on prompts according to selected image styles; ideal for enhancing ad campaigns and blog posts.
Synthesia: For video content creation. Creates engaging videos with AI avatars (“live” images), perfect for tutorials, sales pitches, and product overviews.
Adobe Firefly: For creative design and content. Integrates generative AI into design workflows for creating graphics, editing images, and generating captions.
Canva’s Magic Write: For social and visual content creation. Combines text generation with design tools, allowing marketers to create polished visuals with AI-driven text.
HubSpot Content Assistant: For CRM-integrated content generation. Assists in creating emails and blog posts directly within HubSpot's marketing suite, simplifying workflows.
Lumen5: For transforming text into videos. Converts articles and blog posts into videos, making it easier to share on social media platforms.
Frase.io: For optimizing content for SEO. Analyzes content for gaps and recommends improvements to enhance search rankings and user engagement.
As we step further into the AI-powered marketing era, one thing becomes clear: AI is an incredible enabler, but the true competitive advantage still lies in our ability to think critically, strategically, and creatively.
Success comes from zooming out to see the bigger picture. It’s about asking the right questions, guiding AI with the right prompts, and combining its insights with our human instincts for storytelling, connection, and innovation. In the end, the value AI offers is not just about efficiency or optimization—it’s about amplifying our ability to think smarter and act bolder. Those who understand this will not only keep up but stay ahead in the rapidly evolving marketing landscape.
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