Generative AI in Marketing with Use Cases

The presentation about Generative AI in Marketing shows use cases of how AI tools can be used in marketing.

Here's a breakdown of the key aspects:

𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗢𝘃𝗲𝗿𝘃𝗶𝗲𝘄
• Generative AI that creates Content:
Explore how Gen AI can assist in automating content creation for marketing, making it easier to generate high-quality materials like ads, blogs, and social media posts.

• Use Cases and suitable tools:
The presentation will delve into practical use cases of AI, demonstrating how both small teams and individual marketers can leverage AI-powered tools. These tools can help create compelling copywriting, ad copy, email campaigns, and more, while boosting creativity and efficiency.

• Focus on Copywriting
Special attention will be given to AI's potential in copywriting—enabling marketers to craft engaging, personalized content for various platforms. This will show how AI can act as a virtual assistant, reducing the workload and time spent on writing tasks.

𝗚𝗼𝗮𝗹𝘀 𝗼𝗳 𝘁𝗵𝗲 𝗣𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻
• Understanding the Basics of Generative AI:
Participants will learn the fundamental concepts of Generative AI and how it is revolutionizing marketing. They will gain a clear understanding of how AI can create content and augment communication strategies.

• Practical Application in Marketing and Communication:
The session will focus on helping marketers get a "feel" for how AI tools can be applied in marketing workflows.

• Work More Efficiently and Creatively:
Attendees will leave with actionable insights into how to use AI to streamline their work processes, saving time and effort while also enhancing creative potential. AI's role in improving productivity and innovation will be highlighted.

This presentation is from https://ateliergolive.ch/.

1. Generative AI
in Marketing
withexcitingusecases
09.2024

2. Focus oftoday'spresentation
Content
•Generative AI that creates content
•Use cases and suitable tools-also for small teams or individuals
•Focus on copywriting
Goals
•Understandthe basicsof what Generative AI (Gen AI) is.
•Get a feel for how Gen AI can be used for marketing and
communication.
•Work more efficientlyand creativelywith the help of AI tools.
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3. Agenda
1.0 Short Introduction
2.0 Possible applications
3.0 Text use cases
4.0 Voice use cases
5.0 Image use cases
6.0 Video use cases
7.0 Conclusion & Q&A session
3

4. 1.0Short Introduction
ofGen AI

5. WhatisGenerative AI?
•A technologyfor creating things that resembles human creativity.
•It’s nota tool or software.
•It is a technology consisting of algorithmsand models.
•It can be used to generate text , images, audio, videoand code .
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6. HistoryofGenerative AI
Technologies
•19xxIT
•1950Artificial Intelligence
•1980MachineLearning
•2010Deep Learning
•2017Generative Artificial
Intelligence
(Language model : Generative
Pre-trained Transformer)
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IT
AI
ML
DL
GAI / GPT

7. What is Generative Pre-trained
Transformer (GPT) and what can it do?
•GPT is a large language model (LLM) behind ChatGPT
•A LLM can createhuman- like text,
•analyzetext,
•answerquestions.
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8. How does ChatGPT create text?
•ChatGPT works with token. A token can contain words or only letters:
•ChatGPT uses probabilitiesto create the next block of text (token).
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9. 2.0Possible applications

10. Possible applications with
Generative AI tools
Administration
•Analyze or create job application documents
•Changing the style and tone of an email
•Checking spelling
•Data analysis
•Data cleansing and supplementation (e.g. Excel)
•Rephrasing and restructuring text
•Summarizing text
•Translating text
•Writing answers to inquiries and reviews
Audio, image and video
•Combine audio, image and video
•Creating with text- to-image, -audio, -video
•Retouching (changing)
Graphic design
•Adaptations and retouching
•Getting Design and graphic suggestions
•Logo design
Marketing
•Campaign planning
•Creating creative titles
•Generate website codes
•Idea research for topics
•Keyword suggestions (SEO)
•SEO analysis (website)
•
Copywriting for
•Blogs, books, e -mail, online advertising (Google +
Meta Ads), press articles, reports, social media
posts, website and physical promotional material
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11. Conclusionon possibleapplications
Generative AI tools can provide supportfor tasks
•for which a lot of time would have to be invested
•and/or which are repetitive
•and/or for which the know- how is lacking.
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12. 3.0 Use Cases Text

13. UseCase:
Manyindividual text
Text creation
•Text for an online store with more than 40 manufacturers.
40 individual "About us" text with at least 300 words for an online store.
Tools
•ChatGPT
•Gemini-recently called Bard
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14. Prompt
(in German)
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Yellow marked areas
have been individually
adapted to create all 40
texts.

15. Result
(400 words)
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16. Time saved
Creating 40 text
Written by human 40 pages x 3 h = 120 hours (15 working days)
Written with the help of ChatGPT40 pages x 0.75 h = 30 h (3.75 days)
and editing manually
Savingsof 90 hours (75 %)
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17. UseCase:
ArticletoSocial Media Post
Creating a social media post
A social media post is to be created from an existing article.
Tools
•ChatGPT
•Gemini
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18. Prompt
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19. Result
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20. UseCase:
Google Ads Text
Google Search Ads-Text
•Information and keywords are used to create titles and descriptions.
•(Google isrollingout an AI functiontogeneratetextandimages.)
Tools
•ChatGPT(zu bevorzugen)
•Gemini
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21. Prompt
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You are a Google Ads expert. Createtext for Google Search Ads. The online
store "Ottos Tires" must be advertised. The online store sells car tires. The
target group lives in Switzerland and needs new summer tires. These can be
ordered via the online store. Create 15 ad titles with a maximum character
length of 30 characters including spaces. In addition, create 4 descriptions ,
each with a maximum of 90 characters including spaces. Use the following
keywordsfor the titles and descriptions:
buy tires
tires online
buy car tires
buy summer tires
buy tires
buy tires online
buy tires online

22. Result
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23. •A good prompt consists of more than one sentence.
•Usually not usable for illegal or morally reprehensible things.
•AI chatbotsare not health and financialadvisors.
•ChatGPT data is only up-to-date until September 2021, January 2022, April 2023
December 2023,now–also for free user. (more information)
•Knowledge level or opinionof the output (result) can be customized.
•The result depends on the languageand the existing knowledge andinput.
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Better prompts -Good to know

24. The prompt structure
Role assignment This puts a hat on ChatGPT with the knowledge
and perspective of the defined role.
Contextinformation Additional information about the task so that it is
better understood and that certain information is
mapped in the result.
Goal achievement & Define what the result should be and what it will
expectation be used for.
Instructions Use an order to define what ChatGPT should now
do.
Feedbackloop To make sure that ChatGPT has understood
everything. "Did you understand everything?"
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25. UseCase:
Revisingtext
Have text corrected
•Have text written and corrected in Word or your browser.
Tools
•LanguageToolwith extension for browser, Word and other software
•Grammarlywithextensionforbrowser
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27. Browser extension
Social Media
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28. UseCase:
Translatetext
Havetexttranslated
•Translate text in the DeepL editor or via a browser extension .
Tool
•DeepL
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30. 4.0 UseCase Voice

31. UseCase:
Video Lip-Sync
Translateandlip-syncvideo
•Translate an existing video into another language and lip-sync it.
•Post-editing such as text correction and fine-tuning is possible manually.
Tools
•Rask.ai
•HeyGen
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33. UseCase:
Text-to-Voice
Create a voice that speaks
•A selected voice speaks what is written via text input.
Tool
•Elevenlabs.io
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35. 5.0 UseCase Image

36. UseCase:
Image creation
Text-to-Image
•Create product images for meta ads.Tools
•DALL·E 2andDALL·E 3(onlywithChatGPT-4 subscription)
•Adobe Firefly
•Midjourney
•Canva
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37. Prompt
A cup of cascara tea on a white table while the sun is shining .
The cup has to be somewhere in the middle of the table .
The view is from the side.
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38. Result
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39. Meta Ad
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40. UseCase:
Image editing
Image editing without graphic know- how
•Canvasupports the editing (retouching) of images with its “Magic” functions.
Tools
•Canva
•Adobe Firefly
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42. Magic Media
Text-to-image
Text-to-video
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43. 6.0 UseCase Video

44. EMO from Alibaba –Image-to-Video
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https://www.youtube.com/watch?
v=wtcSZdHZne4&t=45s

45. Sora from Open AI –Text-to-Video
More Videos withprompts:
https://openai.com/sora
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46. Mobiliar (Insurance) + Jung von Matt
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https://www.youtube.co
m/watch?v=vrrB7PsV5pg

47. Terms ofuse(e.g. OpenAI)
Content and ownership rights
•You own allthe data you input ("Input").
•OpenAI transfers all rights to the
generated output to you ("Output") as long
as you follow the Terms of Use.
•You are responsible for Content.
Similarity of content
•Machine learning may result in similaror
identicalanswers for different users.
•Your specific questions and answers are
notconsidered yourexclusivecontentif
other users also ask similar questions.
What you cannot do
•You may not use our Services for any
illegal, harmful, or abusiveactivity.
Improvement of the services
•(Advanced) OpenAI does not use your API-
related content to improve the Services.
•However, non-API content may be used to
optimize the Services unless you opt out.
Accuracy of the services
•Due to machine learning based on
probabilities, inaccuracies may occur.
•It is recommended to check the accuracy
of the outputs depending on the use case.
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48. 7.0Conclusion& Q&A session

49. Outlook Generative AI and
its applications
•We will use Generative AI like Windows Office programs.
•There will be more office application areas (use cases) with Gen AI
•Increased integration into existing software such as Google (Gmail, Docs,
Sheets) and Windows Office (CoPilotOffice 365 and Windows 11)
•Consolidation of AI tools and browser extensions
•AI tools for automated and personalized content creation
•Transformation of departments and teams and processes
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50. Atelier GoLive GmbH
[phone]
ateliergolive.ch
[email protected]
50