The rise of generative AI has completely changed the field of marketing content creation, and its influence has spread to the production of visual materials, presentations, audio, video and even virtual avatars. However, AI has a much greater impact in the marketing field, and it is also important in other aspects. Here are three key areas. While AI has many other applications in marketing (such as lead screening and customer sentiment assessment), these three areas reflect why AI capabilities have become a core element of corporate attention and success in the online world.

Win the favor of AI

In the online world, your visibility depends on how various AIs evaluate your content, website, and company. For example, Google Ads:

1. Google Ads is essentially an AI system (more precisely, maybe a combination of multiple AIs). The AI ??evaluates your ads and bids and balances its priorities, including pleases searchers by ensuring high-quality and relevant ad content, and pleases you by ensuring you get clicks that match your bid. This process takes time to let AI understand you and also let you understand it.
2. ChatGPT and its variants are considered new search engines. These tools also recommend alternatives when querying. The presentation model is unclear and may be clearer in the future, especially if the providers of these tools cater to advertisers like Google. Otherwise, the situation will be more complicated, and providers need to find ways to make these AIs "like" them, but there may not be a structured process to achieve this.

Choice of target AI

The emergence of generative AI, especially as a competitor in search engines, has spawned a new batch of AI, and as a business, you should strive to get good reviews from them. These AIs include any common language model (such as ChatGPT, Claude, etc.) that users may seek advice, rather than turning to search engines as they did before. Search engines introduce such answers into themselves, which may further change the nature of commercial advertising.

Utilize AI to improve AI strategies

In most cases, wherever there is AI, there is combat AI. You can leverage AI (combining your domain knowledge, skills, and wisdom) to create positive interactions with the AI ??that determines the fate of your online environment. Taking Google Ads as an example, countless tools can analyze your bidding strategies, advertising content, and more, and convert the numerous metrics provided by Google Ads into simpler strategic directions. Another option is to consult AIs like ChatGPT, which can provide guidance on how to configure other AIs like Google Ads. Or you can chat directly with Google Ads itself—there is a bot that can do it.

Summarize

What does all this mean? I think the key points are as follows:

1. Today’s businesses exist in a complex, interconnected world, with online and physical worlds, businesses and consumers intertwining in ever-changing ways.
2. In many cases, AI determines the image of your business in these environments. And AI that makes these decisions is becoming increasingly complex. It is very helpful to understand how it works and why.
3. There are some AIs you can use to help you. However, again, it cannot be blindly used to fight another AI. The more you know about these two AIs, the more likely it is to make this game good for you.

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