A campaign brainstorm, a competitor review, and a monthly performance report each give marketers a chance to put AI to work. Knowing what to ask for makes a difference in how useful the output will be.
Our most popular course this October, Generative AI: Marketing Use Cases, explores practical ways to use AI in everyday marketing work. Here are a few applications to try on your next assignment.
Give your campaign brainstorm more direction
Asking AI for “marketing ideas” leaves a lot for it to guess. Give it a specific assignment, much as you would brief a colleague.
For example, say you’re promoting a webinar to small business owners who handle their own marketing. Share the webinar topic, the audience’s biggest concerns, and examples of previous promotions. Ask for campaign concepts built around different reasons someone might attend.
Then push the ideas further. Ask which concepts sound too similar to typical webinar promotions or how an idea could work with a limited budget. You’ll have something specific to evaluate and develop before you start writing copy.
Make competitor research easier to compare
Competitor research can leave you with pages of notes and no easy way to compare them. AI can help organize the material.
Provide public-facing copy from several competitors and ask AI to compare their promises, intended audiences, and supporting evidence. You might ask it to identify which benefits everyone emphasizes and where the messaging differs.
Keep the source material close. If AI says a competitor targets a particular audience, check whether the copy supports that interpretation. A useful comparison should help you see the evidence more clearly.
Use reports to investigate what changed
A monthly report can tell you that clicks increased while conversions fell. AI can help you work through what to investigate next.
Using data approved for your AI tool, ask it to compare performance by channel or campaign. Have it flag changes and suggest follow-up questions. Did traffic shift toward a campaign with a lower conversion rate? Did spending increase without a similar increase in leads?
Check the calculations against your reporting tools. Treat proposed explanations as things to investigate before changing your budget or campaign.
Try it on a task already on your calendar
Choose an upcoming assignment and give AI enough context to help with one part of it. Judge the output against what the job requires: Are the ideas worth developing? Does the comparison hold up? Are the findings supported by the data?
Generative AI: Marketing Use Cases covers these applications and more. The course is available exclusively through our All Access Pass, with monthly or annual membership options and access to a library of 300+ courses covering AI, digital marketing, social media, and more.
