In the dynamic realm of modern marketing, the integration of Artificial Intelligence (AI) has emerged as a crucial asset for businesses seeking to secure a competitive edge. This series of blogs delves into the dynamic intersection of AI and marketing strategies, uncovering how intelligent algorithms and machine learning are reshaping the landscape. From crafting personalized customer experiences to facilitating data-driven decision-making, join us as we explore the transformative power of AI in marketing. These articles provide insights and practical applications, catering to both seasoned marketers and those embarking on their digital journey. By demystifying the role of AI, we aim to shed light on its profound impact on the future of marketing.
Generative AI-powered chatbots can drive better outcomes for marketers.

Artificial intelligence (AI) has gained much importance in the last decade. Despite a brief lull in the last couple of years, the arrival of ChatGPT, Bard, Dall-E, and other generative AI chatbots and systems has reignited the interest in AI systems. These generative AI tools offer massive opportunities to marketers. 
But how are marketers using them, and how are these tools affecting business outcomes? Botco.ai recently conducted a study to find the answers. One key finding is that while marketers have started using generative AI, they are underutilizing the chatbots part of it. Here are a few insights in detail.
Generative AI is similar to many other tools. Marketers can use it for several things, from creating content copy and images to sales collaterals, within a short time. The content it generates is not perfect. But marketers can use it to produce the final product faster.
Given that generative AI has many applications, it is unsurprising that marketers are adding generative AI to their toolkits. So, what exactly are marketers using it for? The study found that 44% of marketers use it to create email copy, while 42% use it to create social media copy. About 39% are also using it to create social media images.
Types of content marketers are generating using generative AI
Source: The State of GenAI Chatbots in Marketing reportOpens a new window
Specifically regarding the content format, 69% of respondents use generative AI to create images, 58% to generate text, and 50% to create audio and video files. However, only 37% use it as chatbots, and 36% use it to generate code snippets.
Only about 17% of marketers said they don’t use generative AI. This means that generative AI has become common in small and large companies.
Among the non-adopters, 31% expect to start using the tools within the year, and 46% expect to start using them within two years.
All that said, there is a split in how to use AI in the content creation process. At least two-thirds use generative AI for creative brainstorming sessions, outlines, and first drafts and 49% use it to generate final content. Further, 78% using generative AI are B2B companies, while 65% are B2C.
The most popular generative AI tools, according to the respondents, are ChatGPT (55%), Copy.ai (42%), Jasper.ai (36%), Peppertype.ai (29%), Lensa (28%), Dall-E (25%), and MidJourney (24%).
See more: The Future of AI in Sales: Embracing Generative Technologies
While generative AI is witnessing increased adoption and benefits, companies face certain roadblocks in its adoption. The most common hurdle in its adoption is the team training required to use it effectively, with almost 50% citing this as an issue. About 45% considered the cost of generative AI, and 45% considered privacy and security concerns as hurdles. A few other challenges include data scarcity (31%), poor content quality (29%), and unethical biases (24%).
Content quality and unethical biases are valid concerns, given that generative AI is similar to general AI; the quality of the output depends on the data it has been trained on. If the input is biased or incorrect data, the output will be prejudiced or false information. Hence, marketers should choose their AI tools carefully to reduce the risk of false information slipping through the cracks.
About three-quarters of respondents said their AI tools were trained on their proprietary content. This theoretically circumvents the problem by removing erroneous data from the pools that internal and proprietary generative AI use.
Marketers have seen several benefits of using generative AI to develop content. About 58% cited improved performance as the most important benefit. Other creative processes have seen similar benefits. About 50% cited increased creative variety, and 47% reported faster creative cycles. Of the companies using generative AI, 66% have seen positive ROI, with many seeing up to 3x ROI. Further, 50% said cost efficiencies improved over time.
While marketers are utilizing generative AI for various purposes and reaping several benefits, the study shows that organizations aren’t using the technology to the full extent. One under-valued way to generate value with these tools is to leverage chatbots, which can improve marketers’ ability to reach and engage with customers significantly. Organizations can use today’s advanced AI-powered chatbots to enhance their business strategy and improve the overall customer experience (CX). They can streamline customer interactions and create a more personalized and engaging experience for users. This, in turn, can help organizations drive growth.
When integrated with other generative AI applications, chatbots enable businesses to create more targeted and personalized campaigns. Companies can stay ahead of the curve and ensure long-term success in today’s marketing landscape. And companies can introduce chatbots into their workflows easily.
Marketers can implement chatbots in generative AI-driven marketing in the following ways.
Chatbots can be programmed to analyze user data and preferences to create personalized experiences. This helps companies segment their target audience more effectively and tailor campaigns based on audience interests, behavior, and preferences.
Companies can use AI chatbots to provide 24/7 customer support that can handle a wider range of tasks. By offering quick and accurate assistance, chatbots help companies retain customers and reduce the burden on human customer support representatives.
Chatbots can engage effectively with prospective customers, gather relevant information, and qualify leads based on certain criteria. Companies can also use chatbots to nurture leads by sending personalized content and follow-up messages to keep them engaged.
Companies can combine chatbots with other generative AI tools to improve the latter’s capabilities. For example, content creation tools can leverage a chatbot’s interactions with users to generate personalized messages or marketing materials. This can lead to a more effective campaign.
Companies can collect valuable user information and insights using chatbots, which they can use to improve marketing strategies and optimize CX. By analyzing the data and insights, companies can identify pain points, trends, and improvement opportunities.
See more: 4 Ways AI Is Changing Content Creation and Marketing as We Know It
Generative AI is changing what it means to be a marketer. Today people in various marketing roles are using tools like ChatGPT to ease their work and become more productive. While they are reaping several benefits from generative AI, marketers still lag in leveraging these tools to their fullest potential. 
Leveraging these tools as chatbots can make them a force multiplier, as they can help marketers deliver highly targeted and personalized campaigns and engage their audience better. Hence, marketers should consider incorporating these chatbots into their workflow to gain an edge in today’s competitive market.
How are you using generative AI in your marketing efforts? Share with us on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window .
Image source: Shutterstock
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