What is Generative AI and How Does it Impact B2B Marketing

What is Generative AI?

Generative AI is a powerful tool that sets it apart from other forms of AI. Unlike traditional AI systems, which work by recognizing patterns and making predictions, generative AI can create entirely new outputs based on the data it has been trained on. This means that generative AI can generate unique content, such as images, text, audio, and more. 

This distinction matters for those in sales and marketing because: 

• It allows them to create customized content quickly and efficiently that would otherwise be difficult or impossible to create manually. 
• Generative AI can offer insights into customer demand and behavior by providing an accurate picture of what people are talking about and responding to inform targeted campaigns.
• It can bridge the gap between human creativity and technology by providing surprising results with high levels of accuracy. 
• Generative AI enables businesses to be more competitive by providing an edge in understanding customer needs and creating innovative content tailored just for them.
• It can also help automate certain processes such as advertising and lead generation, allowing marketing teams to focus more effort on creative problem-solving.

It’s just not the same old AI we’ve been playing with, y’all.

Generative AI stands out among other forms of artificial intelligence because of its capability to generate new content and artifacts via deep learning. In short, it can create stuff. A friend of mine recently posited that the thing that scares her the most about this technology (most of which people have been exposed to through the largest known tools, ChatGPT and DALL-E) is its seeming ability to imagine.

I don’t know about that, but what this means is that instead of just recognizing patterns like traditional AI, Generative AI can generate original pieces that mimic real-world objects or behaviors. It’s less a DJ and more a cover band, like…a really good one. Less a Spotify playlist of music it thinks you’ll like and more a song you love sung in the voice of an artist you love even more. It creates instead of predicts. 

For those of us who’ve made our living off being creative, this CAN be a scary prospect. I’ve seen many people over the last few years, but especially the last few months, frankly, freaking the eff out, over the idea, this could mean the “end of good writing” or “innovative code” or “infringe on artistic rights.”

But in reality, for B2B marketers, writers, designers, and developers, this means they can access high-quality products and resources more quickly than ever before. It’s also extremely versatile; GPT technology can create training data from scratch or even generate designs and schematics for production-ready products. This impacts the workforce in unprecedented ways. 

Generative AI is a powerful force in the current economy, and companies need to start understanding its potential for boosting their productivity. With more than 26% of the global GDP predicted to be generated by AI by 2030, it’s clear that this technology will play an increasingly important role in the near future. It is, therefore essential that companies begin teaching their employees about Generative AI and its implications now. 

Doing so will ease anxieties around job losses while preparing workers for the new tasks they will face as businesses evolve with this technology. Companies should move forward confidently and embrace AI-driven innovation, as smart use of the technology can drive efficiency gains, cost savings, and improved customer experience. As a result, organizations must make sure their employees are up to date on how to use this technology optimally—understanding its potential but also knowing what tasks it can’t do and why certain processes still require human input. With proper education and training, Generative AI has the potential to revolutionize entire industries, adding value to companies big and small alike.

In addition, its human-like text capabilities make it perfect for creating captivating marketing copy or narratives for the most complex projects. The bottom line is that Generative AI brings immense value to these professionals by saving time and money and often delivering unexpected creativity in the process.

To be continued…

Maren Hogan

Maren Hogan is CEO of Red Branch and general Bad@$$

Maren Hogan is a seasoned marketer and community builder in the HR and Recruiting industry. Maren started Red Branch Media and, before she hired all the smiling faces you see below, she ran it on her own. In marketing for over 15 years, she has deep experience in strategic campaigns and a long-term, results-based operational approach.