AI and its implications in digital marketing

Artificial Intelligence (AI) is becoming increasingly prevalent and is fast becoming a cornerstone in the digital marketing industry. AI-driven technologies are being harnessed for a multitude of tasks and are having a significant impact in how modern marketers interact with customers. The implications of this technology within the digital marketing arena must not be underestimated; its potential to completely revolutionize how brands reach their target audience is undeniable.

Abstract Artificial Intelligence

The emergence of GPT-4 is, so far, the largest and most advanced AI model on the market. This new system is the successor to GPT-3which, although launched in 2020 as a private beta, has not achieved much media recognition until just a few months ago.

News about ChatGPT surprised the world and many people began to talk that this could mean the end of many professions linked to digital marketing or content creation. Now the suspicions are moving towards the same scenario, since GPT-4 is a more advanced model with a data processing capability..

How is GPT-4 going to improve GPT-3?

GPT-4 has 100 trillion parameters to analyzea figure much higher than the 175 billion GPT-3. multimodal system that allows input from a variety of sources.: text, images, video, spoken voice and other formats. GPT-3 was text-only.

The system is able to process natural language to understand relationships and correlations between different types of data. Thus, its results are more accurate and based on more complex analysis..

An example of its functionalities is the option to give as input a video with its associated audio so that the engine understands the conversation and the emotions involved in it. GPT-4 will be able to recognize objects and people, extract information from them. and even summarize movies and YouTube videos.

However, the tool will continue to make errors. Microsoft, which invested heavily in OpenAI a few months ago, warns of this reality. Artificial intelligence is not always going to answer correctly and it will be necessary to validate responses. Sam Altman, CEO of OpenAI, the creator of GPT, confirms the expectation with this new tool, but asks to be cautious in these wishes.

How can these tools be leveraged from the digital marketing field?

The presence of GPT, and specifically ChatGPT, has allowed the creation of a new concept in the field of digital marketing, the Generative Artificial Intelligence. In short, this GAI is a form of machine learning capable of creating unique and new content.

Experts point out that this tool can be used to great advantage in the generation of content on social networks, with copies adapted to the personality of a brand. In this way, the fear that Community Managers had could be focused on improving their work, with time savings and increased efficiency, creativity and productivity..

Significant benefits can also be obtained in the field of advertising. GPT and other similar programs can create customized ads for each consumer. Chevrolet already uses IAG for this practice by leveraging its customers’ behavioral data.

A third discipline within digital marketing where IAG has a place is the. email marketing. Personalized emails have a higher open rate than generic emails and offer a higher conversion rate.

IAG abounds in this idea of saving time and better segmenting the audience of these emails. A job that until now was done by email managers such as Mailrelay, and will continue to be done by these programs, can now be taken to the extreme.

A final interesting scenario is that of promotional videos. IAG platforms such as Lumen5, Biteable or Mooly offer services of this type. Their task is to help in the creation of this audiovisual content always pursuing a increase in sales, customer loyalty, generate engagement, etc. or boost brand awareness.

One more stage from which to reach customers.

As we learn more and more about how Artificial Intelligence works, there is less and less doubt that it is going to mean a gradual loss of jobs. The digital marketingsince this discipline lives on creativity, will continue to depend on human talent.

The key is to know how to take advantage of technological innovations and exploit all these disciplines to the maximum, from email marketing to social networks through the creation of images or the generation of content in blogs. The more you know the consumer, the more likely they are to become a customer.

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