10 Generative AI Use Cases for Marketers in 2024 

In 2024 AI isn’t just knocking at the door; it’s already sitting at the table and sipping your coffee. The rise of Generative AI (GenAI) is changing the way consumers seek out information. Whereas Google search was once the go-to, users are now turning to ChatGPT or Copilot for brainstorming. Convenient, isn't it? Not for marketers. 

The more consumers embrace AI tools, the less user traffic goes through traditional search engines. Marketers need to find new ways to get their content seen. To stay on top of competition CMOs must adapt to the changing consumer habits and incorporate GenAI in their digital marketing strategies.  

In this article we’ll cover: 

b2b ecommerce efficiency

Generative AI is a late bloomer

GenAI is not as new as you might think. We can trace its origins back to the mid-1950s. Back then, early innovators used statistical models to generate new sequences of data. Advancements in machine learning fostered the creation of neural networks in the 2000s. This breakthrough accelerated the pace of GenAI and ultimately paved the way for models like ChatGPT to empower millions with mind-blowing capabilities.

Today, OpenAI’s ChatGPT has over 180 million users. Its website recorded around 1.6 billion visits in December 2023. These statistics underline the world’s obsession with GenAI in 2024

But do not make the mistake of thinking GenAI tech has peaked yet. Numerous improvements and advancements are in the works; the future of generative AI is not just bright but blinding

How generative AI is reframing marketing strategies 

Let's briefly define generative AI, nonetheless.  

GenAI is the subset of artificial intelligence that synthesizes new content such as text, images, and videos. Generative AI models like ChatGPT, DALL-E, and Bard are trained by data scientists on large volumes of data, which they draw from to create original articles, music, pictures, and videos.

In 2023, marketers began piloting generative AI to optimize operations. With 2024 hailed as the year of AI implementation by Gartner, CMOs are encouraged to zoom out, take a look at the bigger picture, and consider how AI can fit into their existing digital marketing strategies.

The best way to do so - explore existing GenAI use cases. Then, think about how it can align with your specific business goals and objectives to streamline operations and enhance customer experiences.

10 GenAI use cases marketers can implement in 2024 

1. Uncover Market Insights   

Market research is a pivotal aspect of digital marketing. GenAI can help marketers complete the research process in a day, as opposed to traditional methods, which can take weeks or months.

Here are some questions you might consider when conducting audience research: 

  • What is the pool of people likely to purchase and use your solution in their daily jobs? 
  • What are their daily job activities, pain points, key performance indicators (KPIs), tools they use, and the media they follow? 
  • What are their age, values, hobbies, and what skills do they hold? 
  • What are the pain points of the buyer persona that your solution can solve? 
  • What objections might they have, and how can you address them? 

With the right prompts, marketers can then fetch insights like market trends and consumer pain points from the AI in the form of textual and graphical outputs. 

The next step for you is to integrate this knowledge into strategic planning. Whether it’s refining marketing messages, innovating product features, or tailoring ad campaigns, the insights gained from AI-enhanced market research provide a solid foundation for informed decision-making. 

2. Brainstorm with AI  

Generative AI revolutionises marketing by simplifying creative processes and reducing the traditional, time-consuming product development cycle to a minimum. It efficiently explores design options, using feedback, trends, and analytics to perfect products.

In manufacturing, generative design can optimise solutions for specific requirements like performance, materials, and production methods, speeding up the design process by presenting engineers with multiple options to consider.

Take L'Oréal's innovative approach, for instance. They introduced TrendSpotter, a generative AI that sifts through millions of online interactions to forecast trends well in advance, significantly cutting down R&D time and costs while ensuring timely, demand-aligned product launches.

L’Oréal tapped into the creativity of GenAI, and your brand can use similar methods to brainstorm campaign strategies or product differentiation tactics in minutes rather than months.  

3. Analyse keywords to improve SEO  

AI excels at analysing large datasets. With this capability, your business can utilise generative AI to identify high-value keywords and suggest SEO-optimised topics.

Start by selecting specific keywords you wish your business to rank for. Enter these keywords into the Google Keywords Planner to examine search volume trends and ranking difficulty. Download this data in CSV format, and then upload it into ChatGPT. The chatbot can analyse and summarise the data, providing you with keyword slugs, potential content pillars, and topics for upcoming articles. 

Or you can do what L'Oréal did and use GenAI to automate the meta-tagging process for your websites, potentially saving hundreds of hours. 

These AI-driven processes not only save time but also enhance the precision of your SEO efforts. 

4. Master Copywriting  

Generating copy is the most popular use case for generative AI in marketing. With simple prompts, marketers can generate first drafts or fully optimised blog articles, social media posts, and outreach emails. 

By combining human creativity with AI efficiency, marketers can increase the frequency of their copy production and the rate at which they convert customers. 

5. Experiment with visuals  

Say goodbye to using royalty-free images for blog posts or dipping into the budget whenever the business needs quick and simple designs. With generative AI in marketing, marketers can swiftly generate a variety of visual assets. Platforms like DALL-E are excellent for creating blog post covers, simple product images, and brand collateral. All that is required is a simple prompt and a few seconds of your time. 

6. Direct Video Content  

Video consumption is rising worldwide. In Western Europe, for instance, nearly 300 million people are expected to engage with online videos monthly by 2024.   

GenAI offers multiple opportunities to enhance your video marketing strategy. Marketing teams can create engaging voiceovers and video content, boosting customer interaction while conserving resources. 

A particularly exciting application of GenAI in video content creation is enhancing multilingual marketing campaigns. Businesses can now translate or dub videos into multiple languages with remarkable accuracy. With GenAI in 2024, your brand's messages can connect with people across different cultures. 

7. Personalize Customer Experiences  

71% of customers expect personalization, and 76% get frustrated when they do not get it. Marketers can use GenAI to relieve the pressure of providing personalized experiences to customers. AI can analyze large datasets and use the insights on customer preferences and needs to improve service delivery.  

AI chatbots are good examples of tools for this use case. They can provide personalized assistance to ease web navigation or order management. Such experiences improve customer satisfaction and boost brand loyalty.  

Octopus Energy, a UK-based energy supplier, is harnessing the power of GenAI to deliver personalized responses to customer emails. Besides the benefit of boosting efficiency, the company also witnessed a boost in customer satisfaction from 65% to 80%.  

8. Automate Marketing Processes  

Imagine a world where your marketing team only focuses on strategic processes because the repetitive tasks are fully automated. Now that AI is being integrated into several marketing tools, there's no need to imagine anymore.  

In 2024, GenAI will now be a major part of many CRM, CMS, and DXP platforms. Through AI, marketers can generate reports, email content, meeting summaries, and more. With AI taking care of the boring work and humans focusing on developing winning strategies, processes, like lead nurturing and email marketing, become more efficient.  

9. Optimize Ecommerce  

Using generative AI in marketing means there are so many aspects of ecommerce that your business can put on autopilot.  

One great example is customer feedback analysis. Using techniques like natural language processing and sentiment analysis, GenAI can identify trends and patterns and adjust their content marketing accordingly.   

Other use cases in ecommerce include enhancing product recommendations, optimizing dynamic pricing, and providing virtual try-on experiences for customers.  

10. Perfect Data Architecture  

GenAI's ability to classify and organize data makes it an invaluable tool for marketers. Designing targeted marketing campaigns just got easier thanks to GenAI's proficiency in customer and market data management. 

This capability will help marketers segment customers into unique groups for hyper-personalized email campaigns. It will also help them extract richer insights into emerging trends in the market. GenAI's data management features promise to put businesses in a prime position to design campaigns that win customers and improve sales.  

Start by assessing your infrastructure and data

Generative AI is the present and future of marketing. From the use cases we have shared above, it is easy to see how this tool can help your marketing team achieve and surpass all its goals and objectives. 

However, to implement generative AI on the company level businesses need to asses if their infrastructure is ready for AI adoption.

"Companies that didn't invest in digitalization before the AI era are now facing huge problems, as they don't have the infrastructure and data to use AI engines. The life-or-death question is: 'How is your company prepared for the AI-powered era? What AI applications are you working on? Because believe me, time is of the essence."

Ratibor Libal, Co-Founder at ACTUM Digital.

Are you inspired to take action and start enjoying the benefits of GenAI? Allow ACTUM Digital to guide your business into a new phase of AI-powered processes. Leverage our years of experience and track record of success so your marketing team can operate at peak levels of efficiency and productivity.

Subscribe to Actum's Insights! Receive tips, articles and tools and more information about our solutions and events