AI has been revolutionizing the digital marketing and sales landscape, and Folloze is at the forefront of this transformation. As our CEO, Etai Beck, wrote in his recent Forbes article, "Now's not the time to retreat in fear of a recession—now's the time to be bold and unshakeable in your digital-first transformation." With our own platform's AI integration and other readily available AI tools including ChatGPT, our marketing team can:

● conduct market and competitor research

● generate content

● expand SEO and advertising capabilities

● deliver personalized digital experiences

● automate tasks in ways not possible before.

All with less budget and even fewer resources!

In this article, we will explore the various applications of AI for marketing purposes that Folloze uses, as well as assess the potential risks that come with using these technologies. Read on to get an in-depth view of how Folloze uses generative AI to succeed!

Want to skip the reading and watch our recent AI webinar? Check out the video clips here.

Understanding AI for marketing

How exactly can we use generative AI to succeed in digital marketing?

Generative AI has the potential to save marketing and sales teams time, money, and bandwidth by allowing them to

● repurpose and refresh content,

● create snackable content for multiple channels,

● provide outlines and foundations for content pillars across digital marketing and into sales,

● use the Folloze platform more effectively for digital sales rooms, content hubs, and AI-powered personalization.

With this time and money saved, companies can focus on key accounts or refine their messaging while adapting to changes in buying behaviors.

Overall, generative AI has tremendous applications regarding optimizing customer experience as well as increasing efficiency within business operations – both critical components of success within today's ever-changing digital landscape!

Exploring other applications of AI for marketing

ChatGPT, Writer.AI and Folloze are all platforms applying artificial intelligence to scale precision, and personalization, across a wide variety of digital channels.

ChatGPT's use cases are infinite including but not limited to customer support, content creation, brainstorming ideas, learning new topics, and more tasks involving human-like text generation and interaction.

With Writer.AI's interactive interface, creating post summaries and blog content is faster without compromising accuracy, quality of output, or risk of plagiarism. One of our favorite features is the "claim detection" feature that will alert you if the content already exists and asks you to manually verify facts and quotes.

Folloze's AI-driven digital marketing platform, is a powerful tool for businesses to better understand their customers. Marketers can easily create Folloze boards that link to content and then create rules for personalization. Then AI can recommend content based on the customer's profile. The Folloze marketing and sales teams along with Folloze customers use these insights from the platform to analyze customer sentiment, behavior, and preferences. Now marketers can tailor future content that resonates with their target audience and deliver it precisely when the audience is ready for it.

Furthermore, AI has proven useful for automating lead generation, managing email campaigns and even project management tasks (we love reclaim.ai) – something that companies like Folloze are investing in by providing training resources on how best use these tools within marketing processes.

Even More Marketing Use Cases for AI

Generate New Content…Fast

The most common use case of generative AI in marketing is to create brand new content such as blogs, articles, videos, and images. But you still have to make sure your team is jumping in to refine the results with a human touch - emotion, compassion, accuracy, and common sense.

Refresh and Repurpose Content

We now have endless opportunities with AI tools to make quality content even more valuable for a longer time and to a larger audience. By turning a blog into a short video, a podcast transcript into a blog, a white paper into a podcast and more, we can make the most out of a single digital asset. For this to work, the original content has to provide quality and value to the customer. (No fluff pieces!)

Other Use Cases for Marketers

Other AI tools are also helping marketers work faster and smarter. For example, Wisecut is an AI-driven video editor which can automatically edit videos using natural language processing, reducing the time spent on upfront editing so that editors and marketers can spend their valuable time making the content more relevant and valuable. Similarly, Peech allows users to quickly create engaging video presentations without needing any prior video editing experience - its AI algorithms take care of creating visuals from text input provided by the user.

Additionally, AI can even help marketers overcome writer's block by providing creative prompts, content ideas and pillars. SEO analysts and even marketers without an SEO background can now optimize existing content for better search engine rankings so it reaches more potential customers. In real time, you can craft posts that are more effective and tuned to what people are searching now. Marketers in charge of Google or other paid advertising can use AI to help create a strategy and ad copy. AI is also being used in social media scheduling, data reporting, and content creation - Cloud Campaign is a great example of this technology in action.

Assessing the risks of generative AI for marketing

Generative AI is an incredibly powerful tool for marketing and sales, but it does come with some risks. Data quality and security can affect the accuracy of models, and incorrect use can lead to unintended consequences such as customer alienation or a breach of privacy. It is also important to consider potential issues with bias and explainability when using generative AI for marketing.

Data Quality and Accuracy

Data quality is a key consideration when using generative AI for marketing. Poor data quality can lead to inaccurate or incomplete models that may produce faulty predictions or recommendations. The accuracy of the outputs generated by the model will be dependent on how much data was used in its training, as well as how clean it is - if there are any errors or inconsistencies in the data, these could lead to incorrect results being produced by the model.

Privacy and Security

Security is another factor that needs to be taken into account - if a malicious user gains access to an organization's sensitive data, they could use it to gain insight into customer behavior and target them with malicious content. Alternatively, platforms like writer protects your sensitive information and continues to build your company's private algorithm rather than feeding an open algorithm. Just remember this - anything you type into ChatGPT can be used by AI to provide information publicly. It is gathering just as much as it is giving results.

Bias

Bias is also something that needs to be taken into account when using generative AI for marketing purposes. As machine learning algorithms are trained on existing datasets, they may inherit any biases present in those datasets which could lead to skewed results based on gender, race, age etc., if not properly addressed.

Lack of Explainability

Additionally, due to their complexity, generative AI models often lack explainability - meaning it can be difficult for humans to understand why certain decisions were made by the model and difficult for organizations to identify potential flaws in their systems until it's too late.

For example, we looked into AI headshot generators and used Fotor for both our CEO (male) and CMO (female). The differences in the results were huge. Our CEO’s images looked polished, professional, and he was still recognizable. However, our CMO’s images completely changed her face and body to the point where you could not recognize her. The sexism of AI was transparent in this case.

Brand Integrity

Finally, incorrect use of generative AI can lead to unintended results which could harm an organization’s brand image and reputation. Tools like ChatGPT are not taking your brand voice into consideration. Tools like Writer and Jasper are tuned to your brand voice and standards. These more granular AI tools can help expand your brand and stay consistent across use cases.

What AI Does NOT Do

Keep in mind that when used correctly, AI can be an efficient and valuable tool. However, it is just that...a tool. Here's what AI cannot do (Source: https://databasetown.com/what-artificial-intelligence-cannot-do/#google_vignette):

● Be Human and Humanize copy

● Fact check itself. (even though now you ask for sources!)

● Common sense reasoning.

● Understanding abstract concepts.

● Creativity.

● Emotions and consciousness.

● Tasks involving complex, unstructured data.

● Tasks requiring empathy and compassion.

● Tasks that require a lot of experience and intuition.

● Tasks that require understanding and interpretation of idiomatic expressions

● Tasks that require an understanding of the physical world.

AI is powerful and can help you and your team become more prolific, effective, and efficient. But you have to be in charge of it and partner with it.

We built this AI Resource Center - feel free to dive in!

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