A splay of generative AI technology burst onto the scene in 2023, and by 2024 marketers began seriously taking it on board. So what’s in store for 2025?
A forecasted 39% of organizations worldwide will be at the experimentation stage of the AI adoption curve. That’s what.
If consumer trends are anything to go by, it won’t be long before marketing teams are actually pushed to adapt — just to keep their name in the ring. While integrating AI tools can disrupt everyday business, the long-term competitive advantages for early-uptakers are already evident. So, if you’re considering taking the plunge, your number might be coming soon.
But of course, we’re not going to leave you hanging on that note. What do you need to know to derive genuine value from AI integration? All cards on the table, here are the strengths and current challenges of AI for B2C marketing in 2024.
Generative AI: What We Know
Generative AI is a branch of artificial intelligence designed to produce content such as text, images and music. It uses “neural network” models to identify patterns and relationships from large data sets during training — similar to the human brain. This allows generative AI to produce original or novel outputs that mimic the characteristics of the data it was trained on.
More traditional models like predictive AI focus on classification or prediction, using historical data and modeling to forecast future trends. They help us draw educated decisions from patterns. It’s no wonder two recognized branches where gen AI can create the most value are marketing and sales.
How Are AI Models Trained?
Training data is a set of informational inputs fed into the AI model, teaching it to identify images and trends accurately. This data may be naturally generated by human activity or otherwise manufactured for training purposes, known as “synthetic data.”
What Are Marketers Using AI For?
This year, Brafton marketers went back to our hunter-gatherer roots to sequester some data ourselves. In one survey, we asked our LinkedIn community about their biggest marketing challenges, circa February 2024.
Despite generative AI, 29% of respondents found it challenging to create engaging content and keep up with the calendar, equally. In a another survey, we found that the longest stage of respondents’ content process was still in the content creation and promotion phase.
This suggests that while generative AI is transforming content production, it’s clear that refinement is still needed to leverage its potential. The challenge lies in generating content as well as optimizing the entire content lifecycle to keep pace with evolving demands.
What Are The Top AI Challenges?
Data security is a potential hurdle for B2C marketers leaning into AI. Often requiring large volumes of personal consumer data, cyberattacks — like phishing or malware — could lead to a data breach, compromising sensitive information.
Machine learning attacks can manipulate AI algorithms to alter behavior or seamlessly filter through AI-based detection models. Meaning, any generative AI content produced, whether visual or written content, may be susceptible to plagiarism. This presents obstacles in content quality assurance, or worst-case scenario, may result in unethical content production and legal copyright claims.
Surprisingly, 7 in 10 organizations using AI have not implemented in-house ethical guidelines for AI creations and only 42% have initiated controls to address copyright issues. You can mitigate data security threats by enacting data encryption and layering your security strategy with firewalls, intrusion detection systems and penetration testing to ensure safe practice.
AI Marketing: B2B vs. B2C
If you’ve looked outside lately, you’ll know that marketing is moving at an apocalyptic pace thanks to our newfound AI handyman. You may have also noticed that B2C and B2B marketers target increasingly nuanced directions.
B2B AI has optimized business processes with enterprise resource planning (ERP) and predictive maintenance, saving time and costs. Complex multi-source data integration provides accurate insights for lead scoring and sales forecasting, leading to improved sales cycles. Further, AI has empowered relationship-building through personalized recommendations and better customer support.
Speaking of personalization, AI has also given B2C marketers greater capacity to provide for their tribes, in terms of customized experiences, round-the-clock support and agility. Enter the hedonic treadmill, and suddenly, a “greater capacity to provide” means our audiences are getting harder to please.
Now that we can, consumers expect brands to meet them exactly where they’re at, making it easy to find what they want on a website or online store. They’d like relevant service and product recommendations, please, with targeted promotions, celebrations for hitting consumerist milestones — oh, and a maraschino cherry on top.
With that said, 78% of consumers are more likely to recommend and repurchase from businesses that personalize, meaning if you’re willing to play the game, you have a pretty good chance of winning.
How To Use AI for B2C Marketing
So how do you play? Where does the proverbial cherry come from? With the right AI-powered tool under your wing, you’ll be ready to hit the ground running across an array of digital marketing activities. Let’s take a look at what’s on the market and how it can help you:
Content Marketing
Picture this: You’re back from a two-week vacation, and on Monday morning the boss lady informs you of a rush project where you’ll need to submit 10 SEO articles for approval by EOD Friday. The keyword research, planning, writing, editing and optimization are up to you. Can you do it?
With AI-automated content creation, the answer is yes. Here’s how:
ChatGPT
ChatGPT is a generative AI assistant, which can do the heavy lifting for you. Of course, it helps to have the right AI prompts to speed things up. You can ask ChatGPT to:
- Ideate SEO keywords related to your brand.
- Draft structured outlines for each article.
- Populate each article with the tone and style you need.
- Revise and improve your content based on best practices.
With this AI tool, you can whip up 10 workable drafts in one day.
MarketMuse
MarketMuse is an AI-powered content optimization software that scans for related keywords to make your article competitive in the SERPs. Search for your topic on the platform then embed the suggested keywords into the article until you hit your target score.
Grammarly
This free content editing platform lets you plug in your optimized draft and offers grammar, engagement and delivery suggestions for improvement. Basically, it takes the hard yakka out of crafting a polished blog from AI-generated content. You’ll need to put some human thought and discretion into this stage.
Customer Engagement
Enhanced customer interaction is the cornerstone of AI’s influence in our marketing efforts. For example, two-thirds of millennials expect real-time customer service and three-quarters of all customers want a consistent experience across channels. So how can AI deliver?
Automatic Responders and Chatbots
Creating an AI chatbot to help consumers navigate challenges and find the support they need can save you (and them) untold agony, ushering in improved customer experience. Have you ever inquired on WhatsApp after operating hours and received a tailored message responding to or acknowledging your request? That’s AI.
eCommerce
Personalization and targeted messaging let you hit the bullseye with the right products and interactions for your audience. Not only does this use of AI in eCommerce spike sales, but it turns casual browsers into loyal customers.
Segment
Segment is a customer-aware generative AI software that can automate who to target, how to construct the journey, and send targeted messages that resonate. It excels in customer data integration by processing contextualized customer data to draw real-time marketing insights, mapping behaviors to address customer needs, and making product recommendations based on user preferences.
Campaign Creation
Imagine you’re tasked with launching an email campaign that speaks to thousands of unique subscribers. No sweat, right? AI tools help you tailor content effortlessly. With 56% of marketers using AI for campaign creation, why not join them?
Mailchimp
Mailchimp is a popular email platform that harnesses AI to analyze audience data, optimize campaign content and time for maximum impact. With AI-driven insights, marketers can craft resonating messages, ensuring higher engagement and conversion rates.
When To Keep Marketing Human
Remember earlier how I mentioned ethics? …
… Just kidding. The truth is, AI cannot totally replace a human. It performs tasks that are beyond individual capacity (and the ones that are, you know, boring), ultimately bolstering not only personal but organization-wide success. But we have something the robots don’t: Humanity.
Empathy and human connection are critical cogs in the mechanics of experience itself, and they’re what unites us through our challenges and wins. They’re why marketing is so powerful. Of course, AI does make a good support crew — but there are a few initiatives where you may want to use AI as your PA and focus on the real work yourself, such as:
Building Genuine Relationships
AI can help with — but should not substitute for — building authentic and personal relationships with customers. Real human interaction is essential for understanding nuanced customer needs and feedback, which AI can’t replicate.
Crafting Brand Stories
Developing a brand’s voice and storytelling shouldn’t rely solely on AI. These narratives require creativity, cultural understanding and emotional depth, best achieved by human marketers who can infuse brand values and authenticity into the content.
Customer Service Automation
AI chatbots can handle basic customer service inquiries, but caution is needed to ensure they don’t replace human agents entirely. Complex issues, emotional concerns and complaints require human intervention to provide empathy and resolve problems effectively.
The Future of B2C Marketing Awaits
The future of B2C marketing lies in balancing AI’s potential with human intuition. AI tools can support your objectives as you dive into projects, but remember the golden rule: Use artificial intelligence to boost efficiency and let humans handle creativity and judgment.
Experiment wisely, learn continuously and your marketing efforts will meet and exceed expectations.
