Artificial intelligence (AI) has become a hot topic in the martech industry, but what are the implications of this technology for marketers? To gain insights into this evolving landscape, we spoke with Chris Penn, co-founder and chief data scientist at TrustInsights.ai. Penn provided us with unexpected perspectives on the use of generative AI in marketing.
Generative AI, particularly in the form of language models, has gained significant attention. However, one important aspect to understand is that these models excel at language-related tasks, but struggle with tasks outside of the linguistic realm. Penn emphasizes that while language may seem limited, it is actually the foundation for many processes, including coding. This insight highlights the potential of integrating generative AI into various marketing software packages and tools.
Notable companies like Adobe and Microsoft have already recognized this opportunity and have incorporated generative AI capabilities into their products. For instance, Adobe has integrated generative AI prompting in its software, enabling users to interact with the software through natural language prompts. Microsoft’s Bing search engine also utilizes a similar approach, using generative AI to rewrite search queries and deliver improved results.
The shift that needs to happen in the martech space is for companies with APIs to adopt language models that interact with their API and expose the resulting output to customers. Hubspot’s Dharmesh Shah was one of the early adopters of this approach, integrating generative AI into their chatbot functionality. Penn emphasizes that if martech companies fail to implement these generative prompting layers in their software, they risk falling behind in this technological revolution.
When it comes to using AI effectively, Penn highlights the importance of two key factors: data and the quality/quantity of ideas. Generative AI tools thrive on data, as they primarily excel at comparing and analyzing information. Additionally, marketers need to bring their own unique ideas to the table, as AI’s skill lies in executing those ideas efficiently. Penn shares his personal experience of coding tasks at a pace he couldn’t have accomplished before, thanks to generative AI, even in coding languages he wasn’t familiar with.
However, there is a critical problem that needs addressing. Society’s education systems are ill-equipped to prepare individuals for the current technological landscape, including the rise of generative AI. The lack of emphasis on critical thinking and rapid idea generation contributes to the challenges faced by marketers utilizing AI tools. Penn suggests that companies should focus on training employees to think critically and be agile idea generators, partnering with AI tools to bring those ideas to life quickly.
In conclusion, AI holds tremendous potential for marketers in the martech industry. Integrating generative AI into marketing software and systems can enhance operational efficiency and drive innovative campaigns. However, companies must prioritize training employees to think critically and harness the power of AI tools to bridge the gap between technological capabilities and creative ideas. By embracing AI and nurturing a workforce with a diverse range of experiences, forward-thinking companies can unlock incredible results that go beyond the capabilities of AI alone.
The source of the article is from the blog combopop.com.br