Various AI-powered tools can help marketers brainstorm ideas, create content, and collect data, all of which can ease the workload of your marketing department. AI has many applications, but it’s often hard to visualize how your brand can use it. To help you explore possible AI uses, take a look at these examples and considerations:
Examples of AI aiding content marketing
Wondering what content marketing with AI looks like? Here are a few examples of brands using an AI platform to help with content marketing.
AI-generated images engage an audience
Marketers behind Heinz realized that when you asked an AI platform to generate an image of ketchup, it automatically produced a bottle that looked just like the one Heinz uses.
So, marketers turned to their social audience, asking them for AI prompts to generate unique ketchup bottles. Prompts like “Ketchup in space” or “Ketchup body art” came rolling in. Marketers used the prompts to produce AI images and shared them with their audience.
Using the tagline, “It turns out that just like humans, AI prefers Heinz,” the campaign generated a lot of engagement on social media.
Here’s a video that showcases many of the AI-generated images inspired by customer’s prompts:
AI-generated UGC aids in ad campaign
Like Heinz, Coca-Cola wanted to use AI-generated images in its advertising, but rather than generating the artwork internally, the beverage brand created its own AI picture generator, uploaded brand assets, including its iconic glass bottle and curly font, and asked people to create and submit their own digital artwork.
The brand picked the best submissions and used them on digital billboards in NYC and London.
Here’s a video that shows how the generator worked and some of the content that came from it:
AI-generated training videos
Creating a library of training videos is no easy feat. From outlining lessons and scripting to shooting and editing, each video is time-consuming.
Cyber Inc. wanted to create training videos – in multiple languages – as part of an online class. To ease content creation, the company found an AI platform that uses avatars as presenters in each video and replicated them in different languages.
It’s similar to the Talking Portraits feature offered by IZEA’s FormAI. You can upload a picture of yourself or use existing presenters to create a video.
Here’s an example of a training video they were able to create at a much faster rate than if they’d used traditional video production:
Copywriting gets a boost from AI
Chase Bank uses AI to enhance the content it writes. The brand uses the tool to make sure things like taglines are relevant to consumers.
For example, brand marketers came up with the slogan, “Access cash from the equity in your home.” When they ran the concept through AI, it altered it to, “It’s true – You can unlock cash from the equity in your home.”
Customers found the AI version more relatable.
Considerations to deploy AI within your brand
Identify your goals and look for AI tools that meet them
Before you start exploring AI platforms, think about your goals. What are your content marketing needs? What are you hoping AI can do for you? Whether it’s generating copy for your newsletter and social channels or producing training videos, you need a goal before you start researching platforms.
Research AI platforms
AI platforms are growing by the day, so you need to do your research. Look specifically at:
- Features
- Customer service
- Cost
Compare platforms to each other and look for differences between the two. It’s a good idea to read reviews, too, and before committing to anything, get a demo of the platform to see how it works.
Spend time studying how to write strong prompts
AI prompts are essentially instructions you give a platform. The more specific a prompt, the better your results.
Let’s say you’re using an AI photo generator. You’ll need to provide prompts for it to produce images. Compare the two prompts below. The second will net the best results.
- Create a photo of a woman sitting outside with her dog.
- Create an anime picture of a caucasian, well-dressed woman sitting on a park bench in summer with her white poodle on her lap.
Always review content
AI is not without its faults. All AI tools pull inspiration from existing online sources, which means they could pull details from a site that’s not credible or one that shares misinformation. As a result, you should always review content before it’s published.
Disclose AI-created content
If your brand uses AI to create content, be transparent about it. Our own research shows that 86% of consumers want brands to disclose when they’re using AI-created content, which is why we’re working on a disclosure engine to help marketers watermark AI-made content and add AI-related tags to it.
AI can complement your content marketing efforts in many ways. Use these examples as inspiration and the considerations as your beginning steps toward implementing AI in your content marketing efforts.
