Tools & Strategies You MUST Use To Survive The 2024 AI Revolution
Jan 23, 2024
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Nicholas Holland, GM of HubSpot's Marketing Hub and an AI marketing expert, joins the discussion to explore the future of marketing with AI. He dives into essential skills and tools that marketers need to thrive in 2024. The conversation highlights the challenges of adopting new technologies, such as copyright issues and audience engagement in a crowded market. Holland also showcases innovative multimodal tools like Descript, which streamline content creation, and discusses how AI can personalize communication without losing the human touch.
Marketers need to adapt, learn new skills, and embrace the opportunities that AI offers in order to thrive in the changing landscape of marketing.
Fine-tuning AI models and creating artifacts are crucial skills for marketers in the AI era, allowing them to gain insights into changing dynamics and personalize their messaging.
Marketers need to find a balance between leveraging AI for personalization and maintaining a human touch to ensure genuine connection and value in AI-powered communications.
Deep dives
AI is transforming marketing
AI is poised to completely transform marketing. It has been a slow and steady progress over the last decade, with GPT models making a significant impact. Marketers need to recognize that this transformation is real and not just hype. The speed of change and the advancements in new tools are making it challenging for marketers to keep up. Analysis paralysis is a common issue as marketers struggle to understand what to do next. The key is for marketers to adapt, learn new skills, and embrace the opportunities AI offers.
The importance of fine-tuning models and artifact creation
Fine-tuning AI models and creating artifacts are crucial skills for marketers in the AI era. Fine-tuning models allows marketers to understand how AI learns and the information it needs for specific use cases. By fine-tuning, marketers can gain insights into the changing dynamics of search and commerce interactions. Additionally, the ability to create artifacts helps marketers personalize their messaging based on their targets' needs and preferences. The next phase of AI will involve even more tailored and nuanced models that can replicate human characteristics and style.
AI's impact on personalization and communication
AI has the potential to revolutionize personalization and communication, but it also presents challenges. While AI can deliver highly personalized content, there is a risk of losing authenticity and connection if recipients perceive it as automated or impersonal. Marketers need to find a balance between leveraging AI for personalization and maintaining a human touch. Imperfections such as typos and natural variations in responses can actually enhance the authenticity of AI-generated content. The key is to ensure that recipients feel a genuine connection and value from AI-powered communications.
The Rise of Multimodal Tools for Marketers
Multimodal tools are set to revolutionize marketing, providing a way for marketers to create content in various formats without the need for extensive editing skills. Companies like Descript and Wondercraft are leading the way in this space, using chat GPT and cloud models to automate the process of creating podcasts. By transcribing audio, generating scripts, and incorporating music and voiceovers, these tools make it easy for businesses to produce engaging podcasts aimed at niche audiences. This opens up opportunities for small businesses and micro-audiences to enter the podcasting space, where previously it may have seemed too challenging or time-consuming.
The Power of AI in Pattern Matching
AI, particularly language models like chat GPT, possess the ability to excel in pattern matching tasks. With their built-in pattern recognition and extensive general knowledge, these models can generate insights and recommendations for marketers. For example, they can help salespeople identify the best leads or guide content creators in formatting their messages for optimal impact. However, crafting the right instructions and providing sufficient context is key to achieving accurate and useful results with AI. As AI technology advances, pattern matching capabilities will become even more sophisticated, enabling marketers to leverage AI for personalized instructions and strategic decision-making.
What do marketers need to know to best implement AI in the near future? What are the new marketing tools coming out?
Kipp and Kieran are joined by Nicholas Holland (Hubspot, GM Marketing Hub) to dive into how AI has grown and how it will evolve further as a tool for marketers. Learn more on how you can utilize the changing technology, fine tune the technology for your marketing needs, and how you can build new muscle in the AI/marketing space.
