Content marketers are facing pressure to integrate generative AI (genAI) tools to improve productivity and ROI, but diving in haphazardly could backfire. The best approach to adoption is “thoughtful and strategic,” our analyst Kelsey Voss said on a recent Meet the Analyst Webinar.
“Brands must carefully navigate the pros and cons of genAI and leverage it judiciously to maximize its benefits and mitigate potential drawbacks,” Voss said. Here are four ways to use generative AI holistically in daily workflows.
1. Define clear objectives
Set specific goals for generative AI implementation and consider its role in the wider content marketing function.
2. Invest in talent and training
Hire data scientists and invest in training for your team.
3. Establish quality assurance
Make sure AI-generated content is accurate, unbiased, and aligns with your brand voice.
4. Prioritize data privacy and compliance
Stay on top of regulatory changes and safeguard proprietary data and customer information.
This was originally featured in the eMarketer Daily newsletter. For more retail insights, statistics, and trends, subscribe here.
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