This article is part of “Build IT,” a series about digital-tech trends disrupting industries.
The financial upside of adopting generative AI in marketing and sales is pushing companies to rapidly adopt it.
Understanding how AI works and how to deploy it is now a focus of many marketers.
The focus is driven by a desire to deliver more-personalized messages that encourage consumers to buy.
It works in reverse, too, helping investors find startups that align with their interests.
“Personalization is important to us,” Krutilek said.
“That’s different from how we speak to a venture capitalist.”
This isn’t to say InvestHub uses AI to generate marketing copy and ships it as is.
Krutilek described AI as a “starting point for our team.”
Marketers can also use AI’s efficiency to deploy personalized messages at scale.
PDPs are a critical component of modern e-commerce marketing strategies.
“If I want to add 5,000 products next quarter, who is going to write that?
Who is going to ensure it follows brand guidelines?”
While marketers dream of AI-driven personalization, consumers say they like brands that feel more human.
Uber Eats found itself on the wrong side of this problem in December.
“Consumers are pretty pragmatic about a lot of things,” he said.
Research seems to support this belief.
Other studies have found that, in many situations,people can’t tell AI-generated images from real photos.
Will AI replace marketing jobs?
Marketers with creative tasks might be the first to feel this pain.
“The lowest-hanging fruit is obviously content creation,” Hutchins said.
Opinions vary, however, and Krutilek was optimistic about marketing’s future.
Krutilek said AI had radically changed how he incorporated market research into positioning InvestHub against its competitors.
It’s not just analysts who benefit.
“Before AI, it was like, ‘How can I minimize?
I only have X staff and X capability and X budget,'” Krutilek said.
