Having tested ChatGPT and similar GenAI tools such as Gemini and Claude from their first launch, I believed it would spark mainstream adoption of AI amongst marketers, since it will be used as a practical tool to support creative development to help marketers working on search, email and social media marketing. This has proven to be the case.<\/em><\/p><\/blockquote>\n In this article I will explore examples of what I see as the five top-level use-cases for using ChatGPT to support marketing activities:<\/p>\n To help our members make the huge personal and business changes need to make better use of AI for marketing, we have developed many learning modules and templates. I recommend starting with these:<\/p>\n Download our free ChatGPT prompt cheatsheet<\/strong><\/p>\n This Google Sheet recommends practical prompting techniques and examples of useful marketing prompts for strategy and planning.<\/p>\n Access the ChatGPT prompt examples and cheatsheet for marketers<\/a><\/p>\n <\/div>\n <\/div>\n Download our premium member resource \u2013 AI for Marketing playbook and governance policy template<\/strong><\/p>\n Create your own AI marketing strategy and governance policy using Smart Insights simple template and use-cases for improving use of AI within your business to increase productivity, maintain brand trust and reduce costs.<\/p>\n Access the AI for marketing playbook and governance policy template<\/a><\/p>\n <\/div>\n <\/div>\n You'll see from my examples that you type in a question and it responds with an answer, remembering the context from previous questions. For more channel specific marketing tips, you can read more about my top recommended prompts for using ChatGPT for digital marketing<\/a>.<\/p>\n Our recent LinkedIn survey found that more than three-quarters of marketers want to use ChatGPT to improve their marketing performance, but only 40% are actively doing so right now.<\/p>\n Sometimes, it can be difficult to know where to start. That's why we've created a Quick Win for Smart Insights Business Members to rapidly review and assess new ChatGPT opportunities: How to use ChatGPT for marketing<\/a>.<\/p>\n This guide is for anyone looking to use a more strategic approach to using ChatGPT and similar tools in their business, but is aimed at managers responsible for marketing or hands-on marketers managing digital channels. E.g., Content marketers, social media marketers, SEO specialists. If this is you, you may find this free resource useful too.<\/p>\n Download our free ChatGPT prompt cheatsheet<\/strong><\/p>\n This Google Sheet recommends practical prompting techniques and examples of useful marketing prompts for strategy and planning.<\/p>\n Access the Email send trends example<\/a><\/p>\n <\/div>\n <\/div>\n To support our premium members, we have created several different learning resources and templates with detailed examples of using ChatGPT prompting techniques for email, social media and organic search to better customize marketing copy to a specific audience for a business and their goals.<\/p>\n How widely is generative AI and ChatGPT used in marketing?<\/span><\/span><\/p>\n In the survey, we didn't ask about using GenAI tools to support planning. But we will in the next survey, since a LinkedIn poll I ran about asking whether people were using AI for planning<\/a> suggests that many marketers are using AI to support creation of marketing plans already. I was really surprised that the MAJORITY of people doing the poll were using Generative AI for planning. As I'll get into, there are certainly BIG limitations of using AI for marketing planning without intervention, but as a collaborative tool to improve your marketing plans and generate them more efficiently I think it's an exciting development.<\/p>\n Some consider AI tools will replace marketers, but we see AI more as a collaborative<\/em> tool. This is true for both copywriting and planning.\u00a0 AI tools can help support the modern 'AI-assisted marketer' who has many tasks to complete by making them more efficient.<\/p>\n There are some obvious benefits of using Generative AI to support marketing planning which help explain why it is as popular, as it:<\/p>\n Despite these, there are many disadvantages of using AI for planning which mean that great caution is needed in trusting plans from AI. Read more in my article on using ChatGPT and Generative AI for writing digital marketing plans and strategies<\/a>.<\/p>\n Before we look at the specific problems of using AI for creating each part of a strategy, it's worth remembering that many alternative approaches to creating and structuring plans have evolved.<\/p>\n If an AI is asked to create a plan, it will often almagamate the many alternative approaches for creating a strategy from their training data set, so there isn't a clear logical structure based on a process of situation review, objective setting, strategy, tactics and implementation.<\/em><\/p><\/blockquote>\n Here's 10 reasons why you shouldn't solely rely on AI alone for marketing planning:<\/p>\n 1. AI doesn't fully understand your audience and market as experienced people do<\/em><\/p>\n 2. AI can't yet review business performance through analytics to identify opportunities<\/em><\/p>\n 3. AI can't set realistic SMART objectives<\/em><\/p>\n 4. AI can't prioritize strategic initiatives<\/em><\/p>\n 5. AI can't select from segmentation, targeting and positioning alternatives<\/em><\/p>\n 6. AI has limited creativity and originated - these are essential to brand differentiation<\/em><\/p>\n 7. AI won't be aware of cultural or in-company sensitivities about strategies. They won't know about previous strategies and which were effective or not.<\/em><\/p>\n 8. AI can't readily integrate business, marketing and digital strategies so they are aligned<\/em><\/p>\n 9. AI can't prioritize tasks for strategy 90-day plans, for example across the 70 SOPs within the RACE Framework<\/em><\/p>\n 10. AI doesn't have the intelligence to perform performance reviews to diagnose problems and suggest practical solutions.<\/em><\/p>\n Following the November 30th 2022 launch of ChatGPT from Open AI<\/a> and the hype that has followed since, my cynical filter was set to maximum. After all, at Smart Insights, we\u2019ve been writing about the uses of AI in marketing for years - see our 2017 summary for how AI can support marketing<\/a> from Rob Allen and I where we summarized these applications of AI across the customer lifecycle. ChatGPT is in the chatbot category supporting the Convert\/Engage part of the RACE customer lifecycle.<\/p>\n 15 marketing applications of Artificial Intelligence (2017)<\/em><\/p>\n Since this time, the use of AI in marketing hasn\u2019t become as widespread as might be expected. This is based on research with our members over the last few years. For example, our report on marketing automation practices<\/a> showed that just 13% were using AI and machine learning for marketing at the time of the survey. Close to one-third of respondents (38%) are planning to deploy within 12 months, which shows that many businesses are looking to exploit the benefits of AI.<\/p>\n However, half (49%) of businesses still have no plans to implement AI or machine learning to support their marketing. Sure, some large businesses with resources for business insights teams have developed in-house machine learning tools to improve analysis and targeting of customers, but it\u2019s not a mainstream tool according to our research. Its main adoption has been by advertisers who use Google and Meta\u2019s tools to improve their targeting and and ROI, but who aren\u2019t knowingly applying AI to their businesses.<\/p>\n Still, the initial growth rate shared OpenAI\u2019s co-founder is impressive, so I tried to keep an open mind\u2026<\/p>\n ChatGPT just crossed 1 million users; it's been 5 days since launch. https:\/\/t.co\/cM1rQRSP8r<\/a><\/p>\n \u2014 Greg Brockman (@gdb) December 5, 2022<\/a><\/p><\/blockquote>\n\n
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\n <\/a>\n <\/div>\n How many marketers are using ChatGPT?<\/h3>\n
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ChatGPT has been widely adopted by marketers, mainly for writing copy based on prompts provided by the user. Our <\/span>Future of Digital Marketing report<\/a> showed that many businesses are actively using Generative AI for copywriting, using large language models such as GPT for writing copy for different channels. The results are sorted below based on the applications with the highest percentage who are using them.<\/span><\/h3>\n
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<\/p>\nHow can I use Gen AI tools for marketing strategy planning?<\/h3>\n
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<\/p>\nHow can Generative AI tools support marketing planning?<\/h4>\n
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Disadvantages of using AI for marketing planning<\/h4>\n
There are many potential applications for AI in marketing, but it hasn't previously delivered on its promise<\/h3>\n
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