Marketing uses both predictive and generative AI.
Predictive Uses
- Segmentation: grouping customers by behaviour.
- Propensity models: predicting who will buy, churn or respond.
- Attribution and mix modelling: estimating channel effectiveness.
- Lifetime value prediction.
Generative Uses
- Drafting copy, emails and social posts.
- Creating image and video variations.
- Summarising customer feedback and research.
- Localising campaigns.
Personalisation
Tailoring messages and offers by customer, using predictions and generated content together.
Measuring Impact
Use controlled experiments and holdout groups; attribution models alone can mislead.
Responsible Marketing
- Respect consent and privacy laws for personal data.
- Avoid manipulative targeting of vulnerable people.
- Fact-check product claims.
- Label AI-generated content where required.
- Protect brand voice with guidelines and review.
Start Small
Pick one high-volume task, measure time saved and results, then expand.