For the last year or so, Generative Artificial Intelligence (GenAI) has gained ground in popularity, being used for creating marketing content, enabling chatbots and voice searches that mimic human dialogue and can speed Internet searches. Is your company ready for what’s ahead? 


How Artificial Intelligence Impacts Digital Marketing


According to a Gartner report, GenAI is changing digital marketing, and will continue to in the next few years.  While artificial intelligence, like other technologies, can aid content creation, its use will change how companies market their brands. In spite of the enthusiasm about GenAI, it’s found by Gartner that 70% of customers expect it to negatively impact social media, one of the very channels digital marketers use. This means that companies need to make sure to vet the information that GenAI uses, checking to make sure it’s accurate and unbiased as possible. The tool does have the capacity to achieve highly personalized messages for different segments of customers, and AI chatbots can help answer inquiries in a way that echoes human speech.


How Generative AI Influences Customer Behavior


Until the last few years, customers looked up a business on a search engine, or searched for a social media page. Gartner expects heavier reliance on voice search powered by GenAI, with brands standing to see their organic traffic decrease by at least 50% by 2028, as customers embrace GenAI-enabled searches. Marketers will need to change their focus to conversion-oriented keywords, for example, to maintain their standing in search results.


Not all consumers will embrace GenAI-based searching. They may not trust the results they get, or believe these results are unbiased. Some consumers will seek out brands that differentiate themselves by refraining from using Generative AI. By 2027, 20% of brands may lean into not using AI-powered searches, but focusing on creating their own content.


Best Practices for Using GenAI-Generated Content


There is a middle road, of use tempered with caution, that doesn’t reject GenAI’s use but doesn’t embrace it without consideration. GenAI-generated content will continue to be popular. WIth that popularity comes the need for guardrails in the form of best practices for using this technology. Marketing professionals can use AI to find new ideas. They need to build on the content they find with AI, and still use their own ideas and write original content. Ethical use of images and content still applies.  When using GenAI content, they might have a notice on website content that is developed with the help of Generative AI. Gartner predicts that marketing executives will adopt measures like content-verifying technology, or turn to content generated by users (as long as it reflects the brand). They can even create gated content, which users access by giving information like their email address.


While Generative AI is potentially helpful to digital marketing efforts, its use needs careful governing and forethought. For more guidance on using GenAI responsibly, contact ClikCloud today.