The market for AI in marketing is likely to hit $107.5 Billion by 2028. This is a huge increase from the $15.84 Billion in 2021.
What does this mean for content creators and marketers? Can AI be used to create content and benefit marketers? To answer this question, I spoke with several content creators that use AI.
I also compared the data with HubSpot’s recent State of AI Survey, where we asked more than 1,350 professionals to share their experiences with AI. Here’s what I found.
How do creators and marketers use AI?
Our survey found that 33% of marketers using AI do so to create ideas or inspirations for marketing content.
Kive.ai is a tool that can help you create a mood board to get ideas and inspiration. Recently, filmmaker and photographer Mateo Toro began using Kive.ai for mood boards to develop treatments for his film projects.
A video treatment can be used to communicate a project’s story or concept. Video treatments often use images or visual media from online sources or previous works.
Video treatments are time-consuming. Toro explained that you have to scrub the video to get screenshots and edit the video. “[Kive.ai] makes it much easier for me to find videos that have a tone or style I want to emulate.”
Kive.ai allows creators to paste a link for a video and Kive.ai extracts frames from the video, which can then be imported into a board. Toro claims that the process saves him hours.
He said that he could spend up to an hour scrubbing through, screenshotting, and dragging content into a treatment. “Add that up and you could easily spend an hour just scrolling through, screenshotting, and dragging the content into a treatment.”
AI can also create ideas for blog posts. HubSpot’s AI, for example, can generate a list of blog topics and outline ideas based on specific concepts.
The second most common AI use is to write copy for marketing material. In our survey, we found that 28% of marketers are using AI to create materials like blog posts and emails.
Bethany Anderson is a public relations officer in Milton, Florida. She says that ChatGBT simplifies her writing.
Anderson says, “I like it because ChatGBT can learn.”
ChatGBT, she says, can mimic her style of writing, so sometimes, she uses the tool to create press releases, blog posts, and social media content that is SEO-friendly.
Anderson said the tool was useful because she had to write every day, which is an important part of her work. But it wasn’t the only thing that she did.
She says, “I work behind the scenes to plan events and get them out in the public.” ChatGBT is a great way to do the writing easily and seamlessly so I can focus on the core of my work, which is outreach.
Anderson admits that she was initially hesitant about ChatGBT, but decided to give it a try during a busy week with many deadlines.
She recalls: “There was a week, a few months back, when I had so much work to do. I had social media calendars, blogs, and bios all due. I felt like I was drowning.” “So I decided to give it a shot.”
Anderson claims that AI can help complete writing assignments that would normally take days to complete in a matter of hours.
She shares the same experience as our survey, which found that 75% of marketers say generative AI allows them to create more content.
Seventy-seven percent of respondents agreed that generative AI can help to create content more efficiently.
She said, “We’re talking days of your life you can get back.” Time is important to me. “Time is more valuable than money.”
Will AI replace content creators?
AI has raised concerns about whether it will replace humans as marketers and creators. Nima Olumi from Lightyear Strategies believes it is unlikely.
Olumi explained that “we use AI to pull out a lot of statistics, come up with interesting angles to pitch companies, and work on certain angles which are media and marketing-friendly.” “I don’t think AI is a replacement for writers and thinkers.”
Olumi believes that writing and content creation is a subjective field, but it still requires people to use critical thinking when deciding what content gets published.
Olumi predicts that AI will help marketers and creatives to improve their output and produce content in less time.
Our survey revealed that 77% of marketers believe that generative AI can help them create content more efficiently.
79% of respondents agree that generative AI will improve the quality and quantity of content created.
Olumi encourages professionals, rather than being afraid of AI, to embrace it and use its advantages.
He says that creators should test and learn about applications such as Open.ai, ChatGBT, and Open.ai to understand their capabilities.
He said: “Spend countless hours asking questions to find out how far you can push your application’s limits to meet your needs.” “You need to give it context.”
You’ll want your team to know how AI can serve them best.
AI has helped professionals and creatives such as Olumi Anderson and Toro improve their efficiency and content quality.
Find ways to work with AI to ensure that you and your business can continue to be competitive and important to your clients.