9 Upcoming: Generative AI for marketing

 

This chapter covers

  • What generative marketing is and why it matters
  • Examples of current use cases in generative marketing applied to first-party data
  • Risks of generative marketing with governance recommendations
  • A preview of future capabilities

AI will take increasingly more jobs as its sophistication and capabilities increase, from computer use to agents, and the only antidote for people is to skill up on AI.
—Christopher Penn, Co-Founder and Chief Data Scientist at TrustInsights.ai

Major changes in marketing with first-party data are underway, thanks to the rise of new AI capabilities. The marketing teams that harness these new capabilities in generative AI for marketing stand to gain a strong competitive advantage, but they must be mindful of the prerequisites and risks.

In this chapter, we’ll explore the initial opportunities presented by generative marketing, the key risks and questions of governance, and recommendations on how to build your marketing team’s strategy as it pertains to AI.

9.1 Introducing generative marketing

9.1.1 Why generative marketing matters

9.1.2 Compound marketing

9.2 How to use generative marketing today

9.2.1 Functional examples of generative marketing

9.2.2 Marketing campaign example

9.3 Forming your generative marketing strategy

9.3.1 Your data strategy

9.3.2 Your technology strategy

9.3.3 User-design considerations

9.3.4 Managing organizational risks

9.3.5 Designing new team workflows and roles

Summary