Artificial Intelligence (AI) is a rapidly evolving technology that is reshaping online marketing. AI can be used to automate a wide range of tasks, from data analysis to personalizing marketing campaigns, making it an essential tool for online marketers to work more efficiently and effectively. At Draft Digital, we’ve been harnessing AI technologies like ChatGPT, GPT‑4, and Bard since last year, and we firmly believe they are critical for achieving higher marketing performance. get in touch with us .

Why Is It So Important to Embrace Artificial Intelligence in Your Organization Right Now?

At Draft, we’re increasingly noticing that staff who use AI extensively in their work stand out compared to other employees. What’s striking is that, according to ICT Magazine, 80% of people still haven’t used ChatGPT (Link). Employees who use these tools can carry out many tasks faster and more efficiently, from conducting data analyses and creating content to building scripts.

At the moment, we still see people in our line of work who don’t use generative AI because they don’t recognize its benefits. Right now, it’s not a requirement to use generative AI in your job, it’s not yet essential. However, in about two years, it’s very likely that it will be expected. If you don’t have enough knowledge or experience by then, it could have an impact on your future career prospects.

We also expect the role of an operational (media) specialist to evolve more and more into that of a ‘prompter.’ It will become increasingly important to be proficient with these AI tools, as they operate far faster than the human brain, and in the future, they will be even more accurate too.

This allows you to set up and optimize campaigns for platforms like Google, Meta, or TikTok much faster. To get started, it’s especially helpful to begin using AI for content creation, a relatively simple and low‑risk way to introduce AI into your workflow.

Creating Content

One of the first areas where AI can be a great help is content creation. This can range from writing text and translating it to generating images. AI can even be used to create video content, although the results are still underwhelming for now. Using AI to create content is a safe and low‑risk way to get started, and from a privacy standpoint, it’s also a relatively risk‑free approach.

Examples

Here are a few examples of how AI is used to generate content:

• Text Generated: AI can be used to generate text for blog posts, articles, web pages, and other types of content. It can also be used to create text for marketing materials, such as email campaigns or social media posts. We use ChatGPT for many of our blogs as well, although we don’t post the material directly, it often still contains errors.
• Translation: AI is used to translate text between different languages. This can help you translate content more quickly and also allows you to reach new international audiences. Do keep in mind that the quality may not be 100% perfect, although we’ve found that AI translations generally work very well. For English texts, it’s always a good idea to review and fine‑tune the translation for the best results.
• Video: It can be used to create videos that are relevant to a company’s target audience. However, we’ve noticed that this doesn’t work very well yet.
• Images: AI can be used to create images that are relevant to a company’s target audience. It can also be used to personalize images for individual users. While tools like MidJourney are often used for this, we’ve also found that Bing works well for creating simpler images. Feel free to give it a try!

Artificial Intelligence Makes Your Work Easier

As you can see, AI can help you create content quickly and make your work easier. At the same time, it allows you to become familiar with one of the most important trends for the future. AI is a powerful tool that can help generate content and enable marketers to save time and work more efficiently. However, it’s essential to review and fine‑tune the output before publishing. For this blog, we also used ChatGPT and Bard, but we still invested time in rewriting and refining the text. It’s not advisable to write all your emails with generative AI. In the next section, we’ll explore other ways generative AI can be used.

Other Ways to Use AI

AI offers marketers many possibilities beyond just creating content. By using the right prompts, it can automatically set up campaigns in platforms like DV360, Meta, or Google Ads. This allows marketers to save time on campaign setup and focus more on optimization, although it’s often recommended to buy broadly, so that AI can do the heavy lifting.

In addition, AI can be used to write scripts for data modeling and optimization, such as media mix modeling or building display banners. A simple example can be found here.

It still requires knowledge of the programming language being used, but it can take a significant portion of the work off your hands.

P.S. This example is purely for illustration purposes.

Prompt in ChatGPT: “Write an HTML5 script for a 300×250 Display Banner”

<!DOCTYPE html> <html> <head> <title>Display Banner</title> <style> .banner { width: 300px; height: 250px; background-color: #f2f2f2; border: 1px solid #ccc; text-align: center; font-family: Arial, sans-serif; } </style> </head> <body> <div class="”banner”"> <h2>Display 300×250 Banner</h2> <p>This is the content of the banner.</p> </div> </body> </html>

Conclusion

In conclusion, AI offers marketers countless opportunities to work more efficiently and effectively. From automating ad campaigns and generating content to writing scripts and conducting advanced analyses, artificial intelligence can provide valuable support. To get started with generative AI, a great first step is creating content. However, it’s crucial to adhere to privacy regulations and maintain high ethical standards when using AI. Never input sensitive personal data into these systems.

By embracing AI and integrating it into marketing activities, marketers can boost their productivity, gain deeper insights, and secure a competitive edge. It’s clear that generative AI will become an essential part of the modern marketing landscape, making it vital for marketers to understand its potential and benefits. We write extensively about AI and other trends, want to stay updated? Sign up for our newsletter.