It’s an unnecessary effort to explain to marketers that artificial intelligence (AI) is changing the way they run marketing campaigns and interact with customers. Almost every industry has already widely adopted this technology or is in the process of incorporating it into their current technology stack.
But the question we should be asking is how marketers can leverage AI and what to prepare as 2025 quickly approaches.
A key area of interest is AI-generated content. While this brings immense value from both an efficiency and customer engagement perspective, it also raises concerns. “How much can we contribute to AI?” Where do we humans, especially marketers, fit into this? How can we ensure the accuracy and ethical use of AI?
These considerations will be critical as marketing strategies and technology investments take shape for 2025.
What’s next for AI-generated content?
Thanks to AI, we have truly entered the era where content is king. AI-powered tools aren’t just powering content creation, they’re also changing the way content is delivered.
Over the past decade, marketers have focused on using data-driven technology to improve personalization. We are now in an era of AI-driven hyper-personalization, where vast amounts of data are used to tailor customer experiences to individual preferences.
AI enables marketers to understand individual preferences, behaviors, and context. Recommend customized products, anticipate customer needs, and automate responses. These seamless, hyper-personalized experiences keep customers coming back again and again and further engaging with their favorite brands.
4 ways AI will impact marketers’ content
Deeper personalization at scale for each user – Examples include customized homepage content based on past purchases and browsing history, product recommendations that match the user profile, and rankings by relevance to the individual. Includes personalized search results, email and push notification content tailored to past answers. , chatbots that provide personalized answers based on context, and next-best action recommendations to enhance the customer journey. Faster, smarter content creation, localization, and omnichannel publishing – AI is a very useful tool for automating content generation, including topic suggestions and content suggestions. You can create headlines, rewrite content in different formats, and use natural language generation (NLG) to create entire articles. This is increasingly being applied to image and video assets as well, allowing marketers to deliver even richer content. Modern tools can also advise when to publish and which channels make the most sense based on trends, behavior, and competitors. More relevant search results and chatbot interactions – By implementing natural language processing and voice search, marketers can help customers find information. In an intuitive and conversational way. Voice search is the next big feature coming from AI, allowing users to speak their search queries out loud, creating a more human-like search experience that leads to higher satisfaction and engagement. Actionable analytics to guide better content decisions – Мore AI helps you optimize your content for better performance by analyzing title, description, keywords, and other factors to provide recommendations. Helpful. This will ultimately help improve your search engine rankings. AI can also identify areas for improvement before publishing, and NLP techniques can help analyze user-generated content (comments, social media discussions, feedback) to understand sentiment and preferences.
Governance and human oversight: 3 tips for using AI sustainably
Increased use of AI requires greater responsibility. AI tools can improve user engagement and efficiency, but as technology rapidly evolves, careful governance and human oversight will become critical.
Avoid AI illusions – Search Augmented Generation (RAG) combines GenAI with detailed, relevant data to provide accurate, reliable, and useful insights. RAG is a technology that provides much-needed context and insight to reduce the likelihood of hallucinations, improve accuracy, and reduce costs. Maintain messaging and brand control – Using AI algorithms to generate content based on data can result in messaging that is inconsistent with your brand’s values, personality, and opinions. Establishing clear guidelines and implementing a review process will ensure a consistent message that reflects your brand’s values. This can be done by developing specific rules regarding the type of content that can be generated or by defining boundaries for the use of AI-generated content. Ethical and legal implications – AI-generated content can be susceptible to bias and discrimination, especially in sensitive industries. Just like in medicine or finance, accuracy and transparency are key. Marketers need to work with legal and regulatory experts to ensure that the use of AI complies with relevant laws and regulations and can develop guidelines that can avoid potential legal issues. There is.
2025 could be a great year for marketers who understand the potential of AI and how to use the technology effectively. However, it is important to remember that AI is not a magic wand. It requires thoughtful planning, robust data infrastructure, and ethical considerations.
This thought leadership piece was written by Jay Sanderson, Senior Principal Customer Architect at Progress.
This insight is published as part of MARKETECH APAC’s thought leadership series under ‘What’s NEXT in Marketing 2024-2025’, a multi-platform industry initiative where APAC marketing and industry leaders share their marketing insights and predictions for the coming year. It’s published.
