Content marketers are going through strain to combine generative AI (genAI) instruments to enhance productiveness and ROI, however diving in haphazardly may backfire. The finest method to adoption is “considerate and strategic,” our analyst Kelsey Voss mentioned on a latest Meet the Analyst Webinar. “Brands should fastidiously navigate the professionals and cons of genAI and leverage it judiciously to maximise its advantages and mitigate potential drawbacks,” Voss mentioned. Here are 4 methods to make use of generative AI holistically in every day workflows.1. Define clear objectivesSet particular objectives for generative AI implementation and think about its function within the wider content advertising perform.
(*4*) duties that might change into extra environment friendly, like ideation and primary copywriting.
About a 3rd of marketers spend as much as 75% of their time creating content, in line with July 2022 Capterra knowledge.
2. Invest in expertise and trainingHire knowledge scientists and put money into coaching for your group.
“Don’t silo the tech. Integrate AI instruments into current advertising tech stacks and your analytics for optimum outcomes,” mentioned Voss.
64% of C-suite respondents to an Upwork survey mentioned generative AI will make them rent extra employees, not much less.
3. Establish high quality assuranceMake certain AI-generated content is correct, unbiased, and aligns along with your model voice.
Develop editorial tips that may modify because the know-how evolves.
“Establish insurance policies for AI attribution, potential plagiarism, and fact-checking,” mentioned Voss.
4. Prioritize knowledge privateness and compliance Stay on high of regulatory modifications and safeguard proprietary knowledge and buyer info.
Take particular notice of areas with strict knowledge safety legal guidelines, just like the EU.
“Make certain that your model’s safety considerations are addressed, and that algorithms that you just use or developed are unbiased,” mentioned Voss.
Watch the complete webinar. This was initially featured within the eMarketer Daily e-newsletter. For extra retail insights, statistics, and traits, subscribe right here.
https://www.insiderintelligence.com/content/4-analyst-suggestions-content-marketers-using-generative-ai
