How does generative AI create more personalized marketing?

Since the dawn of computing, programming languages – which are far removed from human logic – have been the preferred means of communicating with machines. Then, as technology advanced, user-friendly languages such as C, Java and Python emerged. Following in the footsteps of no-code and computing for all, the rise of generative AI represents a significant paradigm shift. For the first time, it’s no longer up to humans to make the effort to communicate with machines. Rather, machines are adapting to human language, making computing and AI accessible to the broadest possible audience.

This change has generated widespread enthusiasm, with an impact on all sectors, especially marketing. Proof of this is the one million ChatGPT users reached in less than five days in November 2022, at the time of its release. Meanwhile, the spectacular fundraising of over 10 billion euros for Open AI testifies to the financial appeal and growing confidence in the potential of generative AI.

“It’s no longer a question of learning to communicate with machines, but of machines making the effort to understand us. That’s the real turning point: we can all interact with the machine without any technical skills.”

Hanan Ouazan, Partner Data Science & Lead Generative AI, ARTEFACT

The marketing and sales sector is probably the most promising for generative AI. The advent of ChatGPT and BARD has transformed the way consumers can interact with chatbots. These solutions offer instant and relevant responses to questions. Previously, a kind of compromise between the efficiency of human customer service and the availability of low-performance chatbots was accepted. Today, the user experience has been redefined. Consumers demand an equivalent level of service from all companies, creating a new standard for online interactions.

For this reason, Artefact, in partnership with Google Cloud, conducted a qualitative and quantitative study with over 65 companies to identify emerging trends in expressed needs and use cases that should be prioritized for deployment with generative AI. The results of this work are shared in a white paper designed to help decision makers navigate the complex and diverse landscape of generative AI.

Generative AI has the capacity to process huge volumes of data, which can then be activated for the benefit of marketing strategy.

“Generative AI helps discern target intentions by enhancing social listening and understanding online journeys. Messages are delivered when internet users are most likely to be receptive, leading to better conversion.”

Hanan Ouazan, Partner Data Science & Lead Generative AI, ARTEFACT

Despite the obvious benefits, challenges remain. The reliability of generated models (factual errors and hallucinations), risks of bias, misinformation, and intellectual property issues are all concerns to address. Regulation also represents a challenge, as does the control of these generative AI models, which must be supervised by humans. Marketing in particular lacks tools capable of managing the massive volumes of data generated.

Generative AI is revolutionizing marketing by meeting growing consumer expectations for more personalized interactions. Ultimately, generative AI will be multimodal for the benefit of marketing. It will be possible to interact with images, text, video and sound on the same tool.
The practical applications of this technology in content creation, audience segmentation, and campaign personalization mark the beginning of a new and promising era. An era that begins the march toward marketing’s ultimate goal: delivering the right message to the right person at the right time.

Watch the full Hubforum on generative AI and how it’s transforming marketing, on YouTube.