Redefining marketing operations through generative AI

In this era of technological advancements, businesses are continually seeking innovative ways to engage with their target audience, and generative AI has emerged as a game-changer in the marketing landscape. With its ability to create and replicate content, from captivating advertisements to personalised product recommendations, generative AI has opened a realm of possibilities for marketers to connect with consumers on a deeper level.

Here, we will delve into the effects of generative AI in marketing operations, exploring its potential to revolutionise customer experiences, enhance campaign efficiency, and drive business growth. Get ready to unlock the secrets of this cutting-edge technology and discover how it can propel your marketing strategies to new heights!

How is generative AI reshaping marketing operations?

Enhancing creativity and content generation

Generative AI enables marketers to harness the power of machine learning algorithms to generate diverse and engaging content. According to a survey conducted by Salesforce, 60% of marketing leaders believe AI is essential for their content strategies. Whether it’s creating compelling copy, designing captivating visuals, or developing interactive videos, AI can assist marketers in streamlining content creation processes.

By leveraging generative AI, companies can exponentially increase their content output, reducing the time and resources required for manual content creation.

Personalisation at scale

By employing the power of advanced algorithms and vast datasets, generative AI enables marketers to deliver highly personalised experiences to individual customers. The impact of personalisation on customer engagement and business outcomes is remarkable. According to a study by McKinsey & Company, companies that effectively implement personalisation strategies can see revenue increases of 5% to 15% and a significant improvement in customer satisfaction.

With AI algorithms, businesses can deliver personalised recommendations, emails, advertisements, and product offerings to their customers, leading to improved customer engagement and conversion rates.

Optimising ad campaigns

AI-powered generative models can optimise ad campaigns by analysing large sets of historical data and identifying patterns that drive successful outcomes. By understanding customer behaviour, preferences and response patterns, marketers can fine-tune their advertising strategies, ensuring that their ads are shown to a suitable consumer base at an appropriate time. This targeted method enhances ad relevance and click-through rates and goes on to increase the returns on investments made for marketing campaigns.

By utilising AI, Wayfair presented customers with items tailored to their browsing histories and directed targeted advertisements toward individuals who were more inclined to be influenced. This approach led to a notable 10% surge in click-through rates and a 20% boost in conversion rates.

Streamlining customer support

Generative AI is transforming customer support operations, enabling businesses to provide timely and personalised assistance to their customers. AI-powered chatbots equipped with natural language processing capabilities can engage in real-time conversations, address customer queries, resolve issues, and even make product recommendations. By automating routine customer support tasks, businesses can reduce response times, enhance customer satisfaction, and free up human agents to focus on more complex enquiries.

Gartner, Inc. predicts that by 2026, the implementation of conversational AI in contact centres will result in a substantial $ 80 Bn reduction in agent labour costs.

Predictive analytics and insights

Generative AI models can analyse vast amounts of marketing and customer data to extract valuable insights and predict future trends. By identifying patterns and correlations, businesses can make data-driven decisions, optimise marketing strategies, and anticipate customer needs.

AI-powered predictive analytics can help marketers identify potential high-value customers, optimise pricing strategies, and forecast demand, enabling businesses to stay one step ahead of their competition. A study by McKinsey estimates that companies using AI for marketing and sales can witness a revenue uplift of 3% – 15% and a sales ROI uplift of 10% – 20%.

The effects of generative AI in marketing operations have been transformative, revolutionising the way businesses engage with their target audiences. Be it enhancing creativity and content generation or achieving personalisation at scale. From optimising campaigns as per customer preferences, automating customer support, to drawing out meaningful insights from raw datasets, generative AI has opened up new possibilities and unleashed unprecedented potential. By leveraging automated content creation, personalised recommendations, creative variations, design assistance, and content remixing, marketers can captivate customers, optimise campaigns, and deliver exceptional experiences.

The power of generative AI lies in its ability to tackle vast datasets, advanced algorithms and predictive analytics to drive better outcomes and stay ahead of the competition. As businesses continue to embrace the possibilities of generative AI, the future of marketing operations holds immense promise for even greater innovation, engagement, and success.

Debamalya Choudhury
Industry Principal
Digital Transformation Services at Infosys BPM
Debamalya is an Industry Principal with Infosys BPM’s Digital Transformation Services. In his current role with Infosys BPM, Debamalya oversees Digital Solution Design and Delivery across a number of portfolios including Data Science & AI/ML, Digital Analytics, CMO Analytics, and EduTech.
Kanad Bhowmik
Practice Lead – Edutech Services
Infosys BPM
Kanad Bhowmik is the Practice lead at Infosys BPM, where he is responsible for the creation and delivery of innovative digital solutions for Edutech services. He has vast experience in developing analytics solutions and his solutions have been filed for patents and showcased in various conferences across the globe.

Disclaimer: The views expressed in this feature article are of the author. This is not meant to be an advisory to purchase or invest in products, services or solutions of a particular type or, those promoted and sold by a particular company, their legal subsidiary in India or their channel partners. No warranty or any other liability is either expressed or implied.
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