Use Case 2: Idea Generation
In addition to core content creation applications, marketing teams are using AI tools to generate ideas for campaigns, creative and engagements with customers and other stakeholders. In our portfolio and beyond, we are seeing marketers use AI to support idea generation in several key ways:
Campaign ideation: Prompts that contain industry, product, audience, market trend, season, location and channel information can help your marketing team generate campaign taglines and messaging pillars, and develop new ways to describe value propositions.
Creative brainstorming: Some teams apply generative AI tools to boost brainstorming sessions, generating more creative ideas for several content types: blog titles and body content, social posts, product descriptions, calls-to-action, emails, imagery, and several others. Many marketers intentionally generate several ideas from a single prompt, reducing the number of iterations needed and enabling creative leaders to choose the best fit ideas.
Strategy: AI tools can also be applied to help your team think more holistically about ways to engage with and convert customers. Consider prompts such as: “Give a list of 5 strategies to boost customer engagement for [your company products/services], targeting [your audience] and trying to get them to [take an action]. For each strategy, which channels are most effective for engagement?”
As with content creation, we recommend that marketing leaders and their teams tread carefully in their use of these applications, taking the following into consideration in idea generation:
Timing: Leaders have different perspectives on whether AI should be used to generate creative ideas, or whether it should be used only to refine creative ideas brought by team members.
Confidentiality: Many tools, including the free version of ChatGPT, use inputs as training data sets. We recommend that marketers use caution when considering what types of information they provide to the tools through their prompts and uploads. (Read more on that here.)