Introduction to Generative AI in Marketing
New research reveals that marketers are not using generative AI to its full potential. Despite its capabilities, marketing applications rank surprisingly low on the list of popular AI uses. The "Top-100 Gen AI Use Case" report by Marc Zao-Sanders analyzed how people use Gen AI based on online discussions and found a significant shift from technical to emotional applications over the past year.
Personal Uses Dominate While Marketing Applications Trail
The top three uses of Gen AI are now therapy and companionship, life organization, and finding purpose. This shift underscores a marked transition from primarily technical and productivity-driven use cases toward applications centered on personal well-being, life organization, and existential exploration. Meanwhile, marketing uses such as ad/marketing copy, writing blog posts, social media copy, and social media systems rank much lower, indicating a significant gap in the adoption of Gen AI in marketing.
Why the Adoption Gap Exists
Several reasons explain why marketers haven’t fully tapped into Gen AI’s potential. Many marketers may have misjudged how people use AI, expecting it to prove itself first in technical areas. However, the research suggests that AI may help us as much or more with our human whims and desires. Additionally, users have gotten better at writing prompts and understanding AI’s limits, which could contribute to the slow adoption in marketing.
Learning from Top-Ranked Applications
Marketers can learn from what makes the top AI uses so popular. The top-ranked applications share common characteristics, including:
- Emotional connection: People value AI that feels personal and supportive. Marketing tools could be more conversational and empathetic.
- Life organization: People use AI to structure tasks. Marketing tools could focus more on organizing workflows rather than just creating content.
- Enhanced learning: Users value AI as a learning tool. Marketing applications could highlight how they help build skills.
Practical Steps for Marketers
Based on these findings, marketers can take the following steps:
- Focus on the personal benefits of AI tools, not just productivity.
- Study good prompts and adapt them to their needs.
- Connect personal and work uses, as tools that help in both contexts are more popular.
- Be transparent about data privacy, as users worry about how their information is protected.
Real-World Examples
Some marketers are already using Gen AI tools effectively. For example, one marketer uses AI to determine a certain industry’s pain points, then educates it on what they sell, and has it create lists, PowerPoint templates, and cold emails/call scripts that specifically call out how their product solves them. Another marketer uses AI to generate case studies, which used to take days to make but are now 95% complete in 2 minutes.
Looking Ahead
The report author, Marc Zao-Sanders, concludes that AI will continue to develop, as will our applications of it. This is the perfect time for marketers to learn about and incorporate these tools into their daily work. By studying what makes top AI applications successful, marketers can develop better AI strategies for their marketing needs.
Conclusion
In conclusion, while marketing may be one of the less commonly used areas for generative AI tools, this presents an opportunity for marketers to get ahead. By understanding the top AI uses and their characteristics, marketers can create more effective AI strategies that focus on personal benefits, life organization, and enhanced learning. The full report provides detailed insights into real-world AI use, offering guidance for improving marketing approaches and staying ahead in the industry.