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AI and the future of marketing


A human hand and robot hand reaching out to touch a brain that is half human half technology

RX's Kate Bolland explores the rise of AI and its implication on marketing as well as some AI tools to get familiar with.

 

The rise of AI – it’s felt like things have almost changed overnight. AI is one of the biggest topics of conversation among marketers. As budgets tighten, competition increases and customers' needs are evolving, AI is emerging as a powerful tool - capable of enhancing strategy, driving engagement, and delivering personalised experiences.  

 

What’s really happening out there? 

AI has been in the works since the 1950’s, however we’ve seen significant developments in the last decade coupled with entering an era where big data is the new gold. Big data is essentially the driving force of AI and the foundation on which AI algorithms are built and refined.  


The pace of evolution is incredible. From predictive analytics, content creation, personalisation and chatbots - AI is changing the game. As it continues to evolve, and marketer's to-do list grows, employing AI tools is a no-brainer for developing a competitive edge. 


Some of the impacts of AI that are making a big splash is search and content creation. 


For most people, Google is the access point to the internet. However, we are seeing some major changes thanks to large language models (LLMs). AI algorithms now power search engines, providing more accurate and relevant results. Gone are the days of Googling you cold symptoms then scrolling through which illness has the best SEO. AI-generated overviews do all the hard work for you by looking across all the information on the internet, retrieve the information and provide you with the most coherent answer. Incredible! 


Content creation is also being revolutionised with AI driven tools. From automating routine tasks, blog writing, generating content ideas, crafting copy and innovating different ways to do things, AI making content creation more efficient and impactful.  

 

AI tools to add to your toolbox  

Staying ahead of the curve means using the power of AI to super-charge your marketing. With so many different tools out there, I’ve put together a few of my faves to avoid an analysis paralysis situation.  


Remember: It’s not about using every single new and shiny AI tool. Think about your daily tasks, where the bottle necks or repetitive tasks are and focus on using AI to plug these gaps first. 


For your very own marketing assistant (aka AI Chatbot) 

AI chatbot’s like Claude and ChatGPT have taken the word by storm. Absolutely brilliant for idea generation, summarising things, copy writing, key word research the list goes on!  

It’s all about the prompts – the more you give it, the better results you get. 



A word of caution: The quote ‘if you aren’t paying for it, you're the product.’ is often used to describe companies using your data for free services. Be careful, use the paid versions and do not upload any sensitive documents.  


Content creation

Heygen

Image of what the AI tool Heygen looks like

  • create video avatars that can walk and talk

  • you can translate your videos into any language and have it come from your own voice or a celebrity, perfect for companies expanding globally

  • create bulk videos that say the same thing but change to inject a persons name or company


 

Canva

Screenshot of Canva's AI Magic Studio

Canva is a fantastic design tool for teams without designers or a big creative budget.


They have just released a suite of new AI powered tools. You can now:

  • create images and videos from text prompts

  • remove unwanted people or objects from images as well as backgrounds


And from what I hear there's more on the way including copywriting assistance and tools to improving audio clarity.


Here is how Canva's AI reimagines the RX team using AI


 

Elevenlabs

Screenshot of AI audio tool Elevenlabs website homepage

This is an incredible text to speech generator. Very human-like! Great for:

  • giving customers an options to listen to your blogs rather than read

  • needing to translate into different languages or remixing your content




 

Ones to watch

Hume

Screenshot of AI tool Hume's website homepage

An interesting AI one to watch is Hume - a voice AI that responds empathically, built to align technology with human well-being.


Hume can measure nuanced vocal modulations, micro expressions and pick on laughter tinged with awkwardness. So you can tailor your website or customer response accordingly


 

Artificial Intelligence is undoubtedly transforming marketing, offering amazing ways to improve personalisation, efficiency and strategic insight like never before. Embracing AI is a necessity for businesses looking to thrive in the digital age. Why would you not want super-smart robots working to enhance your campaigns with data-fuelled results?


By understanding and leveraging the power of AI, marketers can stay ahead of the curve and deliver exceptional value to their customers. I's time to embrace the AI wave.

 

If you need a hand with digital marketing or integrating AI into your marketing strategy, get in touch!


Drop us a message and we'll get back to you shortly: www.rxgroup.co.nz/get-in-touch

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