Artificial Intelligence in Business: AI in Marketing

Post 2 – AI’s impact already being felt throughout Marketing

Lionel Menchaca

For a lot of companies, Marketing teams are among the first to see and feel the impact of artificial intelligence. No question, there’s gains to be had in terms of marketing subdisciplines like content marketing, advertising, paid search/SEO, and more, but with that promise comes with a healthy amount of skepticism and anxiety for a lot of marketers.

The post that got me thinking about this topic was this one from Chris Wood at MarTech.org:

MarTech - Marketing leads other sectors in generative AI acceptance

The MarTech article references a Gartner study that gives marketers (and CMOs) a bit of good news: that consumers are more comfortable with the use of AI in Marketing compared to other sectors.

And even without that sentiment, marketers are forging ahead using AI tools in many of their efforts. Copywriters leverage AI tools like Jasper. Email marketers are using tools like copy.ai. Social media marketers like me have been leveraging tools like ChatGPT to draft and compare social updates, headlines and more. Designers continue to experiment with tools like DALL-E 2, Midjourney or Adobe Firefly or leveraging the AI-powered beta features in Photoshop or Premiere Pro.

The jury’s still out on how many jobs AI will affect. That ultimately will take years to decide. When it comes to the practice of Marketing though, it’s clear that AI stands to automate several of the activities many of us spend a lot of time doing. We’ll be able to work faster—whether that means generating more content, doing more testing, diving deeper in analytics or creating more visuals.

Even though we’re still in early stages, it’s clear that AI will have a massive impact on marketers and how we’ll set and reach our goals in the years to come.

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Note: This is the second post from me in our AI In Business series. You can check out all other posts in the series via the #ForcepointAI tag. Here’s a list of my other posts in the series:

Part 1—Building an AI Strategy for Business
Part 3—What if AI is Overhyped?

Lionel Menchaca
As the Content Marketing and Technical Writing Specialist, Lionel leads Forcepoint's blogging efforts. He's responsible for the company's global editorial strategy and is part of a core team responsible for content strategy and execution on behalf of the company.
Before Forcepoint, Lionel founded and ran Dell's blogging and social media efforts for seven years. He has a degree from the University of Texas at Austin in Archaeological Studies.
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