Generative AI Use Cases for Communicators and Marketers
It's all the buzz, AI is supposedly taking over jobs and doing incredible things. How exactly are you supposed to use it as a communications and marketing professional? Click through for a list of generative AI use cases.
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Adrienne Schafer
1/21/20245 min read
Artificial Intelligence (AI) has revolutionized various industries, and marketing and communication are no exceptions. Using generative AI tools, marketers can streamline processes and achieve improved outcomes more efficiently. One of the keys to reaching these outcomes is to know what kinds of use cases generative AI excels at. Without that knowledge, you might end up with the opposite, spending unnecessary time trying to get the tool to do something it's not great at doing.
AI use cautions
There is also a middle ground where AI might be quite effective at a task but will likely make small mistakes. Generally speaking, if you're working outside your area of expertise, having a person review outputs is highly recommended. For example, if you have an English document translated into Spanish by AI, we'd recommend a Spanish speaker be given a chance at copywriting. You wouldn't want to unknowingly say something awful or untrue.
Generative AI Use Cases
Below are some generative AI use cases alongside sample prompts to help you get started. Take a look at these generative AI use cases and some starting prompts to get you going. To extend the prompts take a look at these handy prompt add-ons research identifiedthat can enhance your results. For example, adding 'Ensure your answer is unbiased and free from stereotypes' can help reduce bias in the outputs. These examples should spark some ideas on how you can creatively use generative AI in your marketing and communications work.
Advising: Providing thoughts about what you might need to consider.
Template Prompt: You are a global expert in [insert topic]. I have created the following outline of items needed for [insert use]. Please suggest any items I should consider adding. Here is the outline: [insert outline].
Analyzing: Deep-diving into data to extract meaningful insights and trends.
Template Prompt: Analyze the provided data set [insert data link or summary] to extract meaningful insights and trends, particularly focusing on [specific aspects or KPIs].
Brainstorming: Generating a wide range of ideas and creative concepts.
Template Prompt: Generate a range of creative concepts and ideas for [project/campaign name], focusing on innovation and alignment with [brand values/target audience].
Classifying: Segmenting audiences or content for targeted strategies.
Template Prompt: Segment the following audience/content [insert audience/content details] into categories based on [criteria such as demographics, behaviors, preferences], for targeted marketing strategies.
Creating: Producing original written content such as blogs, social posts, awards applications, grants, emails, titles, subheads etc.
Template Prompt: Produce original [written/image/video] content based on the topic [insert topic] that appeals to our target audience [describe audience], ensuring it reflects our brand identity [describe brand identity].
Editing or Copywriting: Refining and polishing written content.
Template Prompt: Refine and polish the provided written content [insert text or link to content] for [specific purpose, e.g., website, ad copy], ensuring it aligns with our brand tone [describe brand tone] and objectives [list objectives]. [Note what format to adhere to, e.g. AP Style.]
Enhancing: Improving the quality and appeal of existing content and designs.
Template Prompt: Improve the quality and appeal of the provided content, focusing on [specific areas for enhancement e.g. readability], while maintaining brand consistency. Here is the content: [insert content]
Educating: If you want to learn how to do something or teach others, just ask to be taught. I find this especially useful for things that get complex quickly, like creating Excel formulas or figuring out how to do something in GA4. It can be easier than wading through help documents.
Template Prompt: Provide a clear and concise tutorial on [insert specific topic, e.g., creating an Excel formula for X or using GA4 for Y], aimed at [insert level]. Include:
Basic steps
Simple examples to illustrate key concepts
Essential tips for efficiency and common pitfalls to avoid
Suggested resources for further learning
Hooking audiences: On digital and social platforms, a good hook can be invaluable for driving clicks. However, I'd caution against going in the direction of clickbait.
Template Prompt: Generate compelling hooks for my [type of content, e.g., social media posts] that directly address the pain points and aspirations of my target audience. My target audience members are [insert audience characteristics], their biggest fears are [insert audience fears], and their deepest desires are [insert audience desires]. I'm aiming for a [insert desired tone/style, e.g., professional, humorous] approach. In the past, our audience particularly enjoyed [insert examples of successful past content]. These hooks are part of our campaign/goal to [insert specific campaign or goal]. Please create a series of hooks that balance information and intrigue, encouraging the audience to engage without feeling misled. If possible, provide a couple of variations for each hook for A/B testing purposes.
Ideating: Generating creative ideas for campaigns and content.
Template Prompt: Generate creative [insert content type, e.g. "campaign"] ideas based on the theme [insert theme] and target audience [insert audience details], ensuring originality and alignment with brand values/tone [list brand values/tone].
Image and Video Creation: Generating custom images and videos for use in digital marketing campaigns.
Template Prompt: Create an image of [describe subject/scene, e.g., a family enjoying our product in an outdoor setting] in the style of [include descriptors of style, e.g., bright and colorful, realistic, cartoonish]. The image should convey the message [insert key message or emotion, e.g., happiness, comfort, innovation]
Optimizing: Apply research practices or known frameworks to content. Template Prompt: Utilize [insert specific research method or framework] to optimize the following content [insert content link or text], focusing on key areas such as [SEO, user engagement, conversion rates], based on the target audience [describe audience] and marketing goals [list goals].
Outlining: Creating structured outlines for content, campaigns, and strategies.
Template Prompt: "Create a structured outline for [content type/campaign] covering key sections such as [list sections or topics], ensuring logical flow and alignment with objectives [list objectives].
Personalizing: Tailoring content and recommendations.
Template Prompt: Tailor the following content [insert content] for user [insert user demographic or behavior details], ensuring personal relevance and engagement.
Planning: Make a structured content calendar to organize and schedule marketing activities. Template Prompt: Develop a comprehensive content calendar for [specify time period, e.g., the next quarter], covering [list types of content – blog posts, social media updates, email newsletters], aligned with upcoming marketing campaigns [list campaigns] and key events [mention events]. This will be for [insert audience]. You must include timelines, responsible teams or individuals, and desired outcomes for each content piece.
Prioritizing: Helping decide which tasks or campaigns to focus on first.
Template Prompt: Evaluate and prioritize these tasks based on criteria such as [ROI potential, audience engagement, strategic importance], recommending an action plan. Here are the tasks: [insert tasks].
Researching: Gathering and synthesizing market and consumer research.
Template Prompt: Conduct comprehensive research on [market/consumer topic/competitor] and synthesize findings into a report focusing on [specific areas of interest or questions]. You must cite your work.
SEO Optimizing: Enhancing content for SEO purposes.
Template Prompt: Optimize the following content [insert content] for SEO, focusing on keywords [list keywords], readability, and alignment with current SEO best practices.
Scouting: Identifying relevant members of the media or influencers.
Template Prompt: Identify relevant [insert group e.g. media members or influencers] for [campaign/project name] considering factors such as [audience, reach, niche]. Provide a list with potential contacts and engagement strategies.
Simplifying: Streamlining complex data into understandable content.
Template Prompt: Translate the following complex information [upload document or insert data] into a simplified, easy-to-understand format suitable for a [insert age or characteristics] audience, focusing on key points such as [list key points].
Summarizing: Condensing long-form content into key takeaways.
Template Prompt: Provide a concise summary of the following long-form content [insert content link or text], highlighting the main takeaways, especially focusing on [specific topics or themes].
Transcribing: Converting speech in video meetings or audio from things like podcasts to text for various marketing materials.
Template Prompt: Transcribe the provided [video/audio file] focusing on accuracy and clarity, and format the text for use in [specific marketing material].
Translating: Converting content into different languages.
Template Prompt: Translate the provided content into [desired language], ensuring cultural appropriateness and accuracy for the target audience [describe audience]. Here is the content: [instert content].
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