Generative AI has recently gained a significant reputation, but with this popularity are a lot of misconceptions and confusion about how it can help marketers. With growing customer expectations for personalization, marketers can use GenAI to help maintain customer loyalty and better understand the post-cookie world.

We’ve seen how AI can help marketers, salespeople, and many others make informed decisions. This article will outline how brands can use AI in their marketing to become more efficient and productive.

Recently, when asking marketers how this technology will help, a surprising 60% said GenAI will change their role. More than half (51%) have tested GenAI or use it at work.

Accordingly, marketers estimate that GenAI can save them 5 hours per week – a total of more than 1 month per year. Imagine how much more you could do when you go back to that time?

Here are 03 ways marketers can apply AI to better connect with customers:

What will GenAI for marketing look like?

Generative AI can help draft marketing materials or provide quick answers to customers. But that’s just the beginning of what businesses can do with this technology.

Combining GenAI with a visual customer data platform can equip companies with the tools to take action based on real-time insights. This can help provide personalization at scale, such as product recommendations tailored to individual customers based on their search and purchase history.

Consumers also expect brands to use their data to provide more relevant services. More than 60% of customers expect that when their information needs to transfer between departments within a company, the company will be able to respond immediately with the latest and most accurate information. Generative AI can meet this customer need by providing immediate suggested responses, based on real-time data.

The next step is Training. In the latest study, 54% of marketers said that GenAI training programs are essential for them to successfully use this technology. And 72% expect that employers will provide opportunities for them to learn how to use artificial intelligence.

The final step in the personalization journey

Today’s customers expect personalization at every step. 65% of customers say they would be loyal if companies provided a more relevant experience.

Combining the power of GenAI with CRM data gives marketers the ability to create those types of digital experiences for their customers. Overall, this leads to a more effective, more relevant marketing journey for customers through content creation, design and targeting.

Replace 3rd party cookies

Deprecating third-party cookies and accessing high-quality data – data that is well-structured and useful – is a growing challenge for marketing organizations. 41% of business leaders say they lack knowledge about data because it is too complex or not accessible enough.

As data becomes increasingly difficult to collect, store and analyze, marketers can now turn to AI tools to help analyze the data they have and, as a result, make the right decisions. AI will help marketers process existing (sometimes limited) first-party data and provide them with useful insights.

63% of marketers tell us that trustworthy first-party data is important for GenAI to perform well. Marketers themselves also play a key role in the success of generative AI, with 66% saying human oversight is necessary to ensure a brand’s voice stays authentic.

Focus on customers

This shift in focus and movement in the generative AI approach is a must, not a must. By eliminating confusion and delays in data analysis, AI will make content creation easier. This technology can create product descriptions that are accurate, engaging, and optimized for search engines.

By using GenAI to handle lower-level tasks, marketers can focus on campaigns, strategy, creative execution, and creating connections with customers. Generative AI can fundamentally change the way marketing departments operate, allowing it to focus more where it belongs – the customer.