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The world of marketing is being transformed by the rise of generative AI. As this technology improves, marketers will be able to become more efficient, creative, and data-driven. I recently spoke with Ben Dutter, SVP of Strategy at Power Digital, to gain insight into how generative AI is impacting marketing.
One of the key areas where AI shines is in the management of digital advertising campaigns. Dutter explained that machine learning algorithms have been optimizing paid advertising for about a decade. But generative AI takes efficiency to the next level.
Previously, marketers had to manually adjust bids and target keywords. Thanks to AI and cloud infrastructure, you can now automate your campaigns. As Dutter pointed out, this allows experts to focus on deep strategy rather than tedious optimization.
The time savings are significant. Tasks that previously took hours or days can now be completed in minutes or seconds. This increased efficiency also enables faster testing and iteration.
Generative AI is also revolutionizing marketing copy. Dutter gave the example of AI generating thousands of variations of ad headlines and email subject lines. It is impossible for humans to manually create this amount of content.
This not only allows for faster testing, but also unleashes creativity. Brands can explore a wider range of ideas without worrying about production schedules. Human authors simply give instructions to the AI and edit the output.
This shows how AI can act as a multiplier rather than a replacement for human skills. The unique value marketers provide is evaluating ideas and guiding strategy, rather than repetitive content production.
Until now, advanced data analysis required specialized knowledge. Techniques like Bayesian modeling can take data scientists hours to perform. But now, AI systems can provide these insights almost instantly.
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