What do marketers need to know about Generative AI?
It feels like AI has suddenly hit the market and put the marketing world into a frenzy. Stories saying it will destroy us to marketing companies advertising AI as part of their content packages.
The swinging pendulum of opinions is enough to put your head into a spin.
We can't tell you if AI technology is 'good' or 'bad', nor are we here to say so. What we can say is that it is here and, inevitably, it will become part of our everyday marketing lives. So follow us on a marketing journey to find out how you can use AI to benefit your creative team.
Read our blog, What is AI, and why does it matter?
Every year the demand and diversification of content increases exponentially. However, the techniques and strategies behind how content is made haven't changed. According to Parse.ly's Content Matters report 8 in 10 marketers are planning to create more content than they did last year.
AI technology can be a useful tool to insert into your content strategy. It could be the evolution needed to make content marketing more streamlined.
But one thing at a time...
What is Generative AI?
Generative AI is a type of Artificial intelligence (AI). The popular AI programmes including Chat GPT, Jasper and Dall-E fall into this category. It’s Generative AI that you have most likely heard of when it comes to AI programmes on media outlets.
It is a type of Deep learning - another type/category of AI. For a detailed look into AI, we recommend taking the Google Introduction to Generative AI course. The course is listed as being one day's duration, plus it is FREE!
There is a lot of excitement around Generative AI, and for good reason. Generative AI programmes are AI models that can generate content in response to a prompt.
Prompts are the statement, request, or instructions you give AI programmes to get them going.
It is clear that this category of AI technology has the potential to change the way the marketing industry performs jobs. However, the full scope it is still unknown.
However, we do know generative AI models can help create content for marketers. AI marketing tools can produce credible writing and assets in seconds.
The key word here is credible. AI generators are not perfect. Some human input is needed to manage, edit and fine-tune the content it makes.
Types of Generative AI
There are two main types of Generative AI, Natural Language Processes (NLP) and Artificial Neutral Network (ANN).
- NLP - are models that learn from existing text
- ANN - are models that use data to create new relationships between elements.
At Livewire we have researched and used a variety of new AI programmes. All have pros and cons but here’s our verdict so far.
SEMrush AI tool in their SEO writing assistant
This all-in-one content writing tool is part of the SEMrush package that provides real-time feedback on your writing. It can also link up with other desktop tools like Grammarly. It uses the AI copywriting functions, Rephraser, Compose and Ask AI (beta).
These features can help:
Repurpose your original text to adapt it to different channels
Beat writer’s block when rephrasing core ideas
Avoid redundant copy
Quickly rework text if the SEO Writing Assistant detects plagiarism
Create a summary of a longer article
The Rephraser can be accessed from the main toolbar on the right-hand side under the document scorer. Or can be accessed via the AI toolbar on the pop-up when text is highlighted. This bar contains the Rephraser, Simplify, Expand and Summarize.
This feature is free with the SEMRush Pro, Guru and Business accounts. Monthly prices start at around $199.95 a month (approx £157 at the time of writing).
We use SEMrush as part of our overall SEO strategy for our in-house market strategy and the work we carry out for our marketing clients. Without doubt, the AI content generator has added to the overall experience. If you are looking for an all-in-one content management programme, we would highly recommend SEMrush.
From audits, keyword research, competitor analysis, social media poster/analyser and now their AI generator, SEMrush really does pack an SEO punch.
The only downsides are the word limits (saying that we have never exceeded ours) and the Rephrase function, which can be inaccurate and impersonal.
The system does not have a huge range of writing styles. This can make the rewritten phrases come off as clinical or too formal. Like with any AI tool it does need a human touch to make it flow correctly.
Jasper AI
Jasper AI is a two-in-one copywriting and asset making tool. This AI tool can help you break through writer’s block or turn around a blog post quickly.
Its main features include:
Producing AI content in over 25 languages
A plagiarism detection feature
Writers can set the desired tone of the content
Team members can collaborate on content and see updates in real time
Integration with third-party tools like WordPress, Google Docs, and HubSpot
Ability to create social media posts and captions
Brainstorm angles for ad copy
Generate blog posts and content ideas
Inspiration for email subject lines
Create generated AI art with no watermark.
Art (or assets) created by AI art generators generally do not need watermarks on them. This means that any art generated by the AI programme is yours to use without a licence or limitations - (essentially free minus any subscription fee).
For generating text, Jasper AI proforma is similar in format and response to ChatGPT, which is currently free. However, the image creator function does make this tool stand out. Like DALL-E, Chat GPT's sister company this AI Art generator can create beautiful images.
Jasper AI has two subscription types, Jasper "Boss Mode" at $49 per month and Business at $499 per month. Like most software packages, you can try their products for free. However, their trial period is only five days so take care if you don’t want to be charged.
If you're currently using HubSpot to support your SEO strategy then Jasper might be a useful addition since it can integrate with your current HubSpot account. That said, there are cheaper alternatives to the majority of what Jasper AI can do.
CHATGPT
Similar to Jasper AI, ChatGPT is a text generation tool that needs prompts to generate text. The most famous and maybe the most notorious, it is one of two free AI programmes on our list.
Its key features are:
Answering questions
Generating text from various topics and style types
Language Translation
Text summarization
Generating social media content ideas
Generating basic code for smart contract and blockchain development.
This tool does appear to have a deep knowledge of many subjects, which is great for basic content and social media posts. However, when it comes to specialist subjects with industry terminology this tool starts to struggle.
Because Chat GPT learns from patterns of data it was trained on, it has a higher possibility of inaccurate or inappropriate responses. Also, comments have been made about it containing biases. Therefore, it is important to fact-check before posting/displaying any of the information provided. Of course, this is true for all AI tools but it has been particularly highlighted with Chat GPT.
This model is heavily influenced by the words chosen in the prompts, which can lead to inconsistencies in the quality of the content. Bad prompts in = bad content out.
However, the basic version of their AI Chatbox is free and for a free programme, it does very well. It is a great help when pushing through writer's block after a busy day or helping provide inspiration to get your creative juices flowing again.
SHUTTERSTOCK AI IMAGE GENERATOR
As mentioned before, AI images are currently available to use without a licence and with no limitations e.g. on merchandise, packaging, website assets, etc. However, Shutterstock does charge a small fee if you wish to download the image without a watermark.
To create their AI Image Generator, Shutterstock partnered with OpenAi, one of the companies behind ChatGPT's sister DALL-E2. However, unlike other AI image generation software, OpenAI trained DALL-E 2 with Shutterstock images and data. This results in an image ready for licensing.
Also, Shutterstock plans to compensate the artist whose images are used during the generative AI process. They plan to do this by creating a cash fund and paying the artist royalties. This is entirely different and far more ethical than any other image generator on the market.
Its key features are:
Royalty-free images
A broad range of alternative ai generated images.
More ethical artwork ready to download
The artwork created by this tool can be a bit ‘out there’. It seems to struggle with human features (particularly hands) in the photograph format. However, the images are high quality. If you are looking for high-quality illustrations, this AI image generator is very useful.
Generative AI can be used in a wide range of scenarios:
SIMPLIFY COMPLEX IDEAS AND WORDY SENTENCES
Generative AI can take the text you have written and simplify it for lower reading levels or streamline it for easy reading.
Screenshot taken from SEMrush AI assistant
CREATE VISUALS
Unless your business has a lot of resources, it is unlikely that you have access to lots of original images. Instead, you probably use a stock image resource like Shutterstock, Getty Images or Unsplash. Skimming through images looking for something relevant can take an extraordinary amount of time, only for you discover that seemingly everyone else is using the same images.
Without a design team on hand it’s not realistic to create original images, all the time. This is where a Generative AI tool could help.
e.g. From a results page filled with generic images we have seen on every site, to...
Screenshot taken from Shutterstock website, showing results page for 'SEO'
Unique artistic images that are relevant to the content.
Screenshot taken from Shutterstock AI image create for the results of 'SEO letter illustration'
We would suggest playing around to get a feeling of what type of words work for your aesthetic in the prompt.
SYNTHESISE RESEARCH
Generative AI is able to conduct research or studies for you. This function can be useful when it comes to research you have completed. e.g. customer interviews and quantitative studies.
The AI organisation programme can summarise the material into key takeaways and deliver a summary statement. This can be an excellent resource for analysing data from marketing campaigns or research for blogs and ebooks. Popularised by students, this type of programme can handle heavy duty data.
BREAKTHROUGH WRITER’S BLOCK
Constantly creating content can bring your creative cogs to a halt. Often starting strong only to get stuck on key transitions, applying keywords or running out of time as your deadline rushes towards you.
Generative AI programmes can help push through the blog and get your content to the finishing line in time.
e.g. Chat GPT 2 writing a paragraph on writer's block in digital media.
Screenshot taken from GPT responding to the statement 'write a paragraph about writer's block when creating content for digital media with a readability score of 50.0'
At Livewire, we use exercises like this to get the ball rolling. There is nothing worse than staring at a blank white document on your screen, thinking of the words. Sometimes we all need that creative nudge to get us on track.
TURNING A POST INTO A FULL MARKETING CAMPAIGN
Similar to rephrasing or composing text, Generative AI can expand on text. This can be a useful tool to build an entire multi-platform campaign from a single piece of content. Expand a blog post to an ebook, then build some social media posts from the content for each platform.
This is just the beginning. There is so much potential for AI programmes to revolutionise the way that we work. However, there is still a lot to learn and improve about this technology.
Looking to create unique content that uses humans to give it that personal touch and expert attention, contact a member of our team today.
