Use Cases for AI in Marketing

As I write this article, there are Internet debates about whether we're in an AI bubble. 

For those who remember the late 1990s the vibes are the same. The overpromising sounds eerily familiar and the mania is ironically accelerated by the aggressive algorithms of social media. 

So let's start by outlining what it can do really, really well. 

Learning Language Model (LLM) AIs like ChatGPT, Google Gemini and Midjourney are great at filling skill gaps whether as an individual, in an agency or in a business. It's the same way I started using Adobe products on a Mac in the 1990s to compensate for my lack of natural drawing ability. It's a powerful tool that can supercharge careers or a business.

Everyone's use case for AI will vary. As a creative strategist and creative director in a small independent marketing agency, these are some of the uses cases I've found helpful. It's already very clear from research that you don't want to rely on LLMs to do your thinking — it results in cognitive decline and memory loss. (I'm saving that for retirement.)

Refining Copywriting and Editing

Sometimes you don’t have the time or the minds available to refine ideas or phrases. AI platforms are very good at word association, stylizing words you have written (to make it funnier or more professional) as well as editing. I've rarely used an exact phrase or suggestion but it gets you to a good place quicker. 

Creative Ideation

Asking an LLM to generate brainstorming tactics is the best way to use them. It's also a great tool for kickstarting a brainstorm with word association if you're short on people or alone in your home office.

Relying on LLMs to come up with an ad or a story usually generates very common and verbose expressions of something that has low appeal. Sometimes you can take that stereotypical output and flip it on its head.

Strategic Direction

LLMs really shine when it comes to outlining proven business strategies and tactics. So if you're a business without a lot of resources the LLMs provide an excellent blueprint. As with all things AI, the more specific you can be the better the output.

Selling in Your Business

Several excellent freelance designers in my orbit have mentioned that they use LLMs to pop their concepts in a presentation deck, helping them develop copy and rationale to support their ideas. On the business front, LLMs excel at business case and investor pitch deck structure and content — just fill in your specific info.