Abstract
- The impact of generative AI on content creation. Marketers like Gigamon's Crystal Flores are leveraging AI to create content that balances quality and quantity, despite concerns about potential Google penalties for AI-generated content. Masu.
- Personalized communication powered by AI. Erin Mahan and other marketing leaders at the American Red Cross are exploring generative AI to create more personalized and engaging donor communications.
- Challenges in implementing AI in financial services. Elisandra Singh of AIG Retirement Services discusses the hurdles in integrating AI into financial marketing, highlighting the need for compliance and security.
LAS VEGAS — Adobe spent a significant portion of its stage time at the Adobe Summit at the Venetian this week promoting generative AI marketing innovations in its digital customer experience software stack.
Why not? The numbers are fascinating.
McKinsey estimates that marketers, along with other sectors, can capture 75% of the world's annual productivity of up to $4.4 trillion.
I can have what marketers have, right? Well, I have aspirations. And reality.
Beyond the flashy keynote demos, top-notch food, and sparkling casino lights in this desert, a quick look around the Adobe Summit floor reveals a different story. The practical application of generative AI in marketing is still in its infancy for some marketing practitioners. Many marketers are currently walking right past a generative AI blackjack table while taking a sneak peek.
We met with several marketing leaders here this week to share generative AI in the marketing story.
SEO and content marketing: Balancing innovation and quality
Crystal Flores, Senior Digital Marketing Manager at Gigamon, is completely committed to the value of using AI-generated content to improve quantity and quality. However, she has concerns about using her AI to generate blog content, worries about Google's response, and worries about being criticized for relying on AI content.
Sure, her marketing team can gain peace of mind and new ideas about SEO best practices through generative AI, but that doesn't mean their content will always rank higher. (look? Even AI may not be able to understand Google's algorithms).
Flores also pointed out that despite generative AI's ability to create large amounts of content, there is a need to diversify content strategies.
“I'm nervous about using this for that reason, because I think Google will realize that this blog is an AI-generated blog and alert us later,” she said. . “So even though I'm pumping[the content]my team has limited resources in terms of content creation, so[generative AI]can help us get it out there, but we can't get it out there. I also realize that I can’t put them out.’ All my eggs are in one basket. You need to diversify what you put out into the world. ”
Flores also discussed striking a balance between producing large amounts of content and ensuring quality standards are met to truly meet customer needs. When content truly meets a customer's needs and is perceived as written by a real person, it tends to rank higher, she said.
Flores said the main use of generative AI today is content generation, and marketing teams are also looking at generative AI to analyze customer journeys and customer data to improve marketing strategies. This includes considering AI tools to improve customer experience and engagement.
Flores also pays close attention to the ethical and legal implications of considering the implementation of generative AI in marketing, including ensuring legal compliance when using AI-generated assets. .
Related article: Sam Altman: 95% of creative marketing jobs will be replaced by AI
Exploring personalized customer communication
Erin Mahan, marketing operations manager for the American Red Cross, emphasized the importance of personalizing communications with blood donors through multimedia content such as videos and infographics. Her marketing team is starting to think about how generative AI can help with these efforts.
Her organization is relatively new to Adobe products. They primarily use Adobe Campaign for omnichannel marketing such as direct mail and text messages through their partners.
Despite their interest in expanding their use of AI and Adobe products, budget constraints limit their ability to implement new technology. The organization is looking for ways to use resources more effectively to enhance marketing efforts, starting with managing shared assets and improving collaboration between different teams. Adobe Workfront is being considered as a potential solution.
Communication channels are selected based on each demographic's preferences, taking into account that younger audiences may prefer text messages or app notifications, for example.
Although the use of AI is appealing, organizations are wary of implementing it without fully understanding its implications and benefits. The ability for AI to assist with content creation and analysis is appealing and suggests potential areas for future exploration, she said.
“When it comes to AI, there is interest,” Mahan told CMSWire. “A budget isn't always necessary. So we're currently trying to figure out what our priorities are as a nonprofit. What can we do with a little bit? What can we do more of? So at the moment we're just checking to see if there are any additional Adobe products available to get started. One of the big things for us is to start there and make our shared assets better. I think it's about looking at how we can manage that and get different partners out of their silos.”
Related article: Generative AI in Marketing: Smoothing your creative work
The intersection of AI and customer experience in financial services
Elisandra Singh, Director of Digital Strategy at AIG Retirement Services, shared some of the real-world challenges of implementing AI into an organization's marketing operations.
Her company doesn't currently use AI extensively, but it is in the research stage. They aim to understand how AI can interconnect with the Adobe products their companies use, such as Adobe Experience Manager, Adobe Analytics, and Adobe Target. The main goal is to explore the possibilities that AI offers to improve marketing and customer experience.
A major hurdle in the adoption of AI is legal and compliance considerations, especially regarding the security and privacy of customer data. The financial company faces intense scrutiny and must ensure that the introduction of AI does not compromise the privacy or security of customer data.
“We want to look at all possibilities,” Singh added. “And we want to see how the AI is interconnected (with Adobe). It's still hard to do because you have to understand how the world works. Especially as a financial company, we can't just do whatever we want and put it out there. It's a big risk.”
Fundamentally, financial services marketers like Singh are taking a cautiously optimistic approach to AI, focusing on increasing customer engagement and personalization while navigating the financial industry's complex regulatory environment. are doing. Singh's vision for the future includes creating intuitive and predictable online experiences that anticipate users' needs based on insights from AI and analytics.
What is your ultimate end goal? Anticipate customer needs through hard customer data and experience analytics.
“You have to think about the end customer,” Singh said. “If someone is looking for this, I have to say I want to be able to provide it before they start looking into it. Who are they? What are they doing? I want to know that. is.”
