One groundbreaking innovation that is reshaping the marketing field is generative artificial intelligence (Generative AI). From transforming content creation to revolutionising customer interactions, Generative AI is at the forefront of a marketing revolution, driving brands into uncharted territories of creativity and efficiency.

In this article, we will dive into Generative AI, explaining what Generative AI is, its benefits and risks in marketing, as well as its applications. We will also list the top Generative AI tools that marketers can leverage, covering the best practices and insights. Finally, we will provide a few examples of companies that have successfully integrated this type of technology into their digital strategy. 

About Generative AI 

Generative AI is a subset of AI that goes beyond mere analysis; it focuses on creating content across different formats such as text, designs, music, audio, and video. Leveraging deep learning models, known as foundational models, trained on extensive datasets, Generative AI exhibits a remarkable capacity to perform diverse tasks in an impressive human-like manner.

Benefits and Applications of Generative AI in Marketing

Innovation and Creativity

Generative AI sparks innovation by inspiring fresh concepts and designs, freeing marketers from conventional content types and encouraging experimentation that can enhance conversion rates.

Data-Driven Insights

Marketers gain valuable insights across customer touchpoints, empowering them to make informed decisions and design unique solutions that address customer pain points.

Product Development

Generative AI accelerates product testing and development by automating repetitive tasks, introducing diversity, and easing the creation of customised products. 

Personalised Customer Experience

By eliminating one-size-fits-all marketing, AI enables the analysis of customer data for tailored content and visuals, enhancing individualised experiences at the click of a button.

Time and Cost Efficiency

AI systems reduce creative time frames, generating content in minutes and automating routine marketing tasks, providing companies with newfound flexibility.

Risks of Generative AI in Marketing

While the benefits of Generative AI in marketing are substantial, it’s essential to acknowledge the potential risks:

  • Accuracy Issues: AI-generated content may lack accuracy, potentially containing misleading information that could harm a brand’s credibility.
  • Bias: AI models, including Generative AI, may maintain biases in training data, leading to the creation of content that reinforces stereotypes and lacks diversity.
  • Transparency: Distinguishing between human-made and AI-generated content can be challenging, presenting transparency issues for customers who expect authenticity from the brands they follow.
  • Privacy Implications: Leveraging AI for customer experience involves analysing large data sets, raising privacy and security concerns, especially with regulations like GDPR and CCPA in place.

Applications of Generative AI in Marketing

Content Creation

AI-generated text is extensively used in content marketing, easing the creation of blog posts, emails, social media posts, ad copy, product descriptions, and scripts for videos and product demos.

Image or Video Production

Generative AI tools like DALL-E and Midjourney can produce high-quality images, videos, logos, and other brand assets based on textual prompts.

Search Engine Optimisation (SEO)

Generative AI helps in SEO by sorting keyword data, discovering topic clusters, conducting keyword research by search intent, and identifying keyword gaps and opportunities.

Marketing Segmentation

CMOs leverage Generative AI for better targeting through efficient marketing segmentation, improving resource use, enhancing marketing and product strategy, and increasing ROI.


Generative AI allows marketers to develop personalised campaigns by tailoring content, product design, customer journeys, and individual recommendations based on user preferences.

Customer Support 

Conversational AI tools and chatbots powered by Generative AI respond to customer queries efficiently, offering personalised recommendations and engaging buyers across multiple platforms.

Cookie-less Marketing

In the middle of limitations on third-party cookies, Generative AI is crucial for analysing existing data, finding patterns in user behaviour, and displaying contextual ads using first-party data with explicit user consent.

Top Generative AI Tools for Marketers

Text (blogs, emails):

  1. ChatGPT Plus
    • Pros: Highly creative and accurate, faster response time.
    • Cons: Limited number of prompts, relatively expensive for some users.
  2. Jasper AI
    • Pros: Plagiarism-free and unbiased, integration with Grammarly.
    • Cons: Inefficient for highly technical content, plagiarism check requires additional cost.
  3. Wordtune
    • Pros: Clean user interface, available as a free browser extension.
    • Cons: Limited features in the free version, lacks a plagiarism checker.

Image (visuals, creatives):

  1. DALL-E2
  • Pros: Surreal artwork at high resolutions, multiple editable versions per prompt.
  • Cons: struggles with photorealistic images, limited to English language.

2. Midjourney

  • Pros: Advanced design capabilities, tailored pricing plans.
  • Cons: No free version, requires Discord signup.

3. Adobe Firefly

  • Pros: Integration with other Adobe products.
  • Cons: Trained on Adobe stock data, limited for non-commercial use.

Video (video ads, product demos):

  1. Runway
    • Pros: Easy to use, better detailing and quality, a variety of editing features.
    • Cons: Lower frame rates may require post-production work, subscription for paid accounts is expensive.
  2. Synthesia
    • Pros: User-friendly customisation, available in over 120 languages and accents.
    • Cons: Lacks API access, personal plan limits video credits per month.

Best Practices and Insights

Embracing Generative AI in your marketing strategy requires a systematic approach:

  1. Identify Opportunities: Form a cross-functional team to identify areas where Generative AI can streamline tasks, focusing on repetitive and time-consuming activities.
  2. Define Business Objectives: Clearly outline the business objectives you aim to achieve with Generative AI, aligning your goals with the tools at your disposal. 
  3. Set Up a Test Environment: Make sure to run several tests to evaluate how AI functions and identify potential errors before deploying it in your campaigns.
  4. Establish Governance Frameworks: Implement proper regulations to ensure privacy, security, and cost-effectiveness, preventing the distribution of harmful content and unauthorised use of sensitive customer data.
  5. Train Marketing Teams: Conduct workshops to educate your marketing teams on the basics of Generative AI, ensuring they are confident in using these tools effectively. 

Companies Leading the Way in Generative AI Marketing Success

Numerous companies have adopted the use of Generative AI to elevate their marketing efforts, including:

Atlassian: AI Virtual Assistant

Atlassian, a software company renowned for collaborative solutions, introduces Atlassian Intelligence, an AI virtual assistant using OpenAI LLMs. This assistant helps in generating customer responses, drafting content based on product specifications, and automating support interactions within platforms like Slack and Teams.

Coca-Cola: Create Real Magic Campaign

Coca-Cola’s ‘Create Real Magic’ campaign seamlessly blends AI with art and customer engagement. Using GPT-4 and DALL-E, the campaign encourages individuals to create artwork using Coca-Cola assets. Exceptional creations get featured on billboards in locations like NYC and London, democratising brand iconography and fostering human connection.

Duolingo: AI-Powered Practice Partner

Duolingo, a renowned language learning app, partners with OpenAI to integrate GPT-4 into its services. This integration powers features like ‘Explain My Answer’, providing users with detailed explanations, and ‘Role Playing’, allowing users to interact with AI personas for unique language-based tasks.

While Generative AI’s short-term impact may be slightly overestimated, there’s no denying its transformative potential. Human creativity, enhanced by AI capabilities, produces results that marketers could only dream of in the past. As we navigate this exciting crossing of technology and marketing, embracing the power of Generative AI could be the key to unlocking unprecedented creativity, efficiency, and success in advertising. 

In the grand scheme of things, Generative AI stands ready to disrupt the marketing world, offering a glimpse into a future where innovation knows no bounds. Visit our AI Hub to learn more about AI technologies and tools that are reshaping the digital landscape!