{"id":88414,"date":"2023-09-07T12:59:14","date_gmt":"2023-09-07T19:59:14","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&p=88414"},"modified":"2025-03-20T10:55:32","modified_gmt":"2025-03-20T17:55:32","slug":"why-marketers-need-generative-ai-for-more-human-marketing","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/articles\/why-marketers-need-generative-ai-for-more-human-marketing\/","title":{"rendered":"Why Marketers Need Generative AI for More Human Marketing"},"content":{"rendered":"\t\t
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September 27, 2023 | <\/span> < 1<\/span> min read<\/span><\/span><\/div>\n\t\t\t<\/div>\n\n\t\t\t

\n\t\t\t\tWhy Marketers Need Generative AI<\/strong> for More Human Marketing\t\t\t<\/h1>\n\t\t<\/div>\n\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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To further the impact of their ads, Stitch Fix<\/a> deploys generative AI to for all Facebook and Instagram ad copy. The AI tool creates the copy, then human Stitch Fix copywriters come in to ensure\u00a0 it describes the outfit in the ad in an accurate, compelling way.<\/p>

The brand explains:<\/p>

\u201cPrior to GPT-3, it would take roughly two weeks to plan and strategize each advertising campaign and draft the asset copy. Now, on average, it takes less than a minute for copywriters to review each asset and they receive a 77% pass rate.\u201d<\/p>

This is a perfect example of using generative AI<\/a> to complement and augment\u2014not replace\u2014human capabilities\u2014the formula more marketing leaders need to adopt posthaste.<\/p>

A recent report from The Conference Board<\/a> explains that while 87% of marketers have used AI or experimented with AI tools for at least one application, and 68% are now using AI at least “sometimes” in their daily work, these marketers are mostly tepid regarding how AI will impact creativity, work quality, and job availability.<\/p>

This fear of artificial intelligence stems from a lack of understanding of the true potential of generative AI to (ironically) bring more empathy and personalization to the entire customer journey, while also helping marketers to advance in their careers.<\/p>

And, if you\u2019re leading a marketing team, it\u2019s this fear that you need to help your team members overcome\u2014for everyone\u2019s advantage.<\/p>

So Long, Farewell, to Transactional Marketing<\/h2>

Marketers have been incrementally chipping away at the goal of highly personalized marketing and optimized, omnichannel customer experiences for decades. But managing all the processes and workflows, plus collecting and analyzing all of the data, leaves little time for high-level thinking and strategic overhauls.<\/p>

This leaves brands relying heavily on transactional marketing, focused largely on making one-time sales and neglecting the holistic, omnichannel journey and its impact on customer retention. Building loyalty requires careful attention to the customer\u2019s experience and developing relationships over time, rather than a singular focus on sell, sell, sell.<\/p>

Generative AI finally enables marketers to create more personalized experiences that drive meaningful growth by eliminating the roadblocks. We\u2019re talking about real improvements to your strategies and business outcomes\u2014not just chasing down the next transaction.<\/p>

Take data analysis, for example.<\/p>

Collecting data and crunching numbers is key to nearly every marketing initiative, allowing you to predict customer behavior, create effective segments, report on performance, and more. But most of your team\u2019s time is spent collecting and analyzing the data, while only a small portion is allotted for using insights to make strategic recommendations. When you add generative AI to the mix, the tools can crunch the numbers, automate time-consuming processes, identify trends, find opportunities for improvement, and make recommendations for optimization in a fraction of the time.<\/p>

Woah, wait a minute\u2014does that mean we\u2019ll be eliminating jobs?<\/p>

No, the human marketer remains critical.<\/p>

Ultimately, it\u2019s the human marketers that can humanize the brand.<\/p>

It\u2019s the human that understands the business, the culture, and the customers.<\/p>

It\u2019s this human that comes up with the AI inputs to generate the most relevant outputs.<\/p>

But without these resource-intensive tasks on their plates, your team members have time to step back and look at the proverbial forest through the trees. To think beyond open rates and click-throughs and Facebook follows, and consider whether marketing is truly meeting business objectives\u2014and how you can make meaningful impacts.<\/p>

Let\u2019s make it more tangible.<\/p>

Think about creating an email marketing campaign. Historically, we\u2019ve spent an awful lot of time creating and testing subject lines. You probably draft and A\/B test at least two subject lines based on whatever your copywriter thought would be the best options.<\/p>

Test, wait, see results.<\/p>

Hopefully, at least one is decent and your campaign can move forward. Maybe both perform rather poorly and you start from scratch.<\/p>

With generative AI, the tools can audit all of your campaign history and the segments you\u2019re sending to\u2014and quickly create several subject lines that will perform well. That\u2019s it. DONE. Now the team members that were spending days or weeks optimizing your emails have the bandwidth to consider your overarching email strategy:<\/p>