How to quickly take advantage of generative artificial intelligence?

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Whether to praise its prospects or to worry about it, generative artificial intelligence (AI) has become, since the launch of ChatGPT in November 2022, the buzz word of marketing and advertising , as in most other sectors of activity. A global phenomenon that owes much to the marketing masterstroke of Open AI, designer of ChatGPT, which popularized among the general public technologies that until then did not necessarily seem mature. Since then, many publishers and major digital players have integrated its professional versions or added generative AI building blocks to their tools . Solutions already used by creatives to generate images, videos or audio have been highlighted. The sector quickly became interested in the use of "prompts", these instructions in natural language that can be repeated over and over to modify your search or challenge the result.

Opening new perspectives
The announced revolution is still in its early stages , but the use special database cases envisaged are numerous, with a very concrete impact on digital marketing , noted the Empirik agency during a webinar "ChatGPT, AI and digital marketing: getting organized today to prepare for the future", in July 2023: data analysis, SEO optimization, identification and classification of customer profiles, writing posts from a blog article for automatic publication on social networks, automatic enrichment of CRM from a lead generation campaign, scoring... Generative AI can also be useful for positioning yourself on your market.



It helps to rewrite the content of a product sheet by drawing inspiration from examples or on the contrary to avoid reproducing what the competition is already doing, find ideas for topics from a keyword and check that it is not already covered elsewhere" , noted its CTO and R&D director Yannick Darcy. It will complement the predictive AI features, which are already very powerful. " Beyond being generative, AI will be decision-making. The interpretation of as much data as possible will make all of our customer plans more effective ," confirms Régis Langlade, marketing and development manager at the UM media agency. Within the IPG group, we are starting to think about the integrated responses to provide."