By Helena Goos
Large Language Models (AI) and Text-to-Image Models (AI Generated Imaging) are a connection of complex learning models. They utilize massive amounts of data in order to create a response that best fits the prompt. AI and AI Generated Imaging are great tools, but in no way replace human generation. That being said, there are a great number of ways to implement these tools.
With the recent development of Large Language Models (AI), such as ChatGPT, the applications to marketing have exploded. Brands have quickly adapted to AI as a new tool and begun to utilize it in their marketing campaigns. From bolstering conversational marketing to virtual product demonstrations, the applications of AI are limitless.
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Conversational Marketing and AI Chatbots in Digital Marketing
One of the most common applications for AI is in conversational marketing. Through AI, a customer can “chat” in real time with a representative from the company. Many brands have implemented this feature to help direct customers to products that best fit their needs. AI chatbots can be trained on the information given them by a brand, allowing conversation to flow smoothly and naturally. Some brands have begun to use chatbots to assist the customer in scheduling appointments to their in-person locations. Chatbots can also recommend products based on a customer’s purchase history.
Voice Search in Digital Marketing
Voice search has become common in recent years, as more people add virtual assistants to their homes. Internationally, voice search has increased, with 20.5% of people using voice search annually. Within the United States, there has been an 8.1% increase in the number of voice assistant users since 2022. The trend towards convenient, hands free search means that brands need to adapt to this new model.
Typed searches tend to be shorter, often cutting out words, for example: “best concealer for oily skin. Voice searches, however, will generally include a complete sentence, for example: “what are the best concealer brands for oily skin?”
In order to feature in the results, brands may choose to address longer searches on their websites. SEO keywords may have to be adjusted for voice searches. Brands may adjust their section headers and article titles in order to optimize both voice and type search.
Augmented and Virtual Reality in Product Demonstrations
AI is a powerful tool that can accomplish many things in conjunction with human design and innovation. One of these applications may be a twist on virtual product demonstrations. The age of the internet has allowed virtual product demonstration through photo and video. Now, with AI, people can employ a number of marketing strategies to help demonstrate their products. Makeup brands can now use AI filters to demonstrate the appearance of a product online. Brands can also use AI filters to demonstrate size and placement of objects within the home.
Utilizing Live Auctions in Digital Marketing
Though not directly related to AI, a recent trend of live shopping events has emerged. Live shopping events are essentially live auctions hosted on social media. These platforms, such as Facebook Live, Instagram Reels, and TikTok offer the potential to directly engage with your target audience. These events have been utilized by brands in order to demonstrate to their customers the value of their product. Many brands partner with online personalities in order to achieve a wider audience. This creates a sense of credibility in the customer, as the endorsement is coming from a person they trust.
Additionally, many brands have found themselves creating their own social media accounts in order to engage with customers. Brands such as Sephora and Anthropologie post frequently and often in order to drive up engagement. Even brands like Lowe’s and Home Depot have found their niches in the online spheres. Small businesses often find their lifeblood on platforms such as Instagram and TikTok, which gives them an opportunity to engage directly with their audience.
How Brands have Utilized Large Language Models and other AI Tools
As Large Language Models continue to improve and expand, so too do their potential applications. AI imaging and assistants will become an inevitable part of a brand’s marketing strategy. With the implementation of AI across brands and social platforms, companies have seen the rewards of direct engagement. Through the use of AI, brands have found ways to expand and achieve their marketing objectives. AI is a tool, and in the hands of capable strategists and designers, it has the power to get you there.
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References
Ruby, Daniel. “65 Voice Search Statistics for 2023 (Updated Data).” Demand Sage, 6 Apr. 2023, www.demandsage.com/voice-search-statistics/.
Parsani, Puran. “Beauty and the Bot: How Sephora Reimagined Customer Experience with AI.” Www.cut-The-Saas.com, 23 Feb. 2024, www.cut-the-saas.com/ai/beauty-and-the-bot-how-sephora-reimagined-customer-experience-with-ai.
“Voice Search Marketing: What It Is and Why You Need a Strategy.” Semrush, www.semrush.com/local/blog/voice-search-in-marketing/.
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