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AI Marketing School Newsletter #52

Hi there marketers,

Welcome to AI Marketing School, where we’re helping marketers harness AI to its full potential.

Today, we’re looking at:

• Must-know generative AI CX dos and don’ts

• Using AI to reduce wasted ad spend

• The latest news, views, tips, and tricks from the world of AI marketing

Hope you enjoy the issue.

Charlie & Tom

TIPS AND TRICKS

Bite-sized generative AI CX dos and don’ts

Want loyal customers who stick with you for the long term? Improve your customer experience (CX), and they'll shout out your praises from the rooftops.

Research from Gartner shows businesses are turning to generative AI to elevate their CX above all else.

If you're considering using AI for your CX, remember: There's a right way and a wrong way. Let's dive into the do's and don'ts.

Do

• Feed AI tools relevant customer insights/VoC data (survey results, reviews, etc.) and use these to tailor the CX you provide.

Example: Use customer reviews and your brand’s responses to train chatbots. This way, they’ll know more about what customers think of your products and how to appropriately answer questions/combat concerns.

But don’t pay hundreds of dollars a month for a "specialist" to build a chatbot for you. Do it yourself with a tool like Chatbase (for a step-by-step guide, check out our AI Marketing Mastery course).

• Regularly update the data sets that your AI uses, ensuring they stay relevant to your evolving customer needs.

Example: Use post-purchase surveys to refine AI-driven product recommendation engines.

Don’t

• Fall into the trap of creating more content for the sake of it. Only 5% of consumers recall experiencing valuable digital interactions with a brand when considering a purchase.

Example: Rather than writing 10 low-quality blogs, instead create one high-impact piece that genuinely adds value. Quality beats quantity.

• Think that you can use AI on autopilot for all CX-related tasks.

Example: Avoid letting AI auto-respond to all customer service queries—some issues require human empathy and nuance.

AI IN ACTION

Using AI to reduce wasted ad spend and protect brand safety

AI tools like ChatGPT have exponentially increased low-quality “clickbait” content that’s prevalent on “made-for-advertising” websites.

And this is a big issue for marketers.

These sites are designed to lure automated buying systems into placing ads on these low-quality pages—even if brand managers would never agree to such a thing.

So, what’s the answer? More AI. Let’s explain why.

What marketers need to know

• 15% of all automated/programmatic ad buys go to made-for-advertising sites. This means at least $13 billion of the $88 billion spent globally on programmatic ads is wasted.

• AI-based tools like Pixability fix this issue. Its ML/AI models review and classify millions of videos posted to YouTube and streaming TV platforms to determine which pieces of content are appropriate for ads.

• Utilizing these types of AI-powered platforms will reduce wasted ad spend, ensuring your automated buying system only purchases ads on high-quality sites.

BONUS RESOURCES

Here are a few great AI marketing resources and tools that we’ve come across recently. Enjoy!

1. Introducing ChatGPT Enterprise

OpenAI has just launched ChatGPT Enterprise, offering enterprise-grade security and privacy, unlimited higher-speed GPT-4 access, longer context windows for processing longer inputs, advanced data analysis capabilities, customization options, and much more. Perfect for marketers in enterprise-size businesses.

2. Ideogram

Created by an ex-Google researcher, Ideogram solves one of the major flaws of existing generative AI tools: it can finally render coherent text inside images. It supports many fonts and text styles, enabling marketers to easily create logos, posters, graphic designs, and images with their own unique messages.

3. Datagran

Datagran is like Code Interpreter on steroids, enabling marketers to analyze data, build data models, and automate workflows with the power of AI. Used and loved by Starbucks, Domino’s, Subway, and more.

What did you think of today’s email?

Loved it? Hated it? Hit reply and tell us why.

Happy marketing. We’ll see you again on Friday.

Charlie & Tom