How To Use AI in Marketing

How To Use AI in Marketing
As businesses look for new ways to reach and better serve customers, artificial intelligence (AI) is becoming more and more prominent.
by Maya Rollings Oct 18, 2023 — 4 min read
How To Use AI in Marketing

As businesses look for new ways to reach and serve customers, artificial intelligence (AI) is becoming more prominent. Research shows that 61% of marketers have used AI in their marketing activities and that more than half of all Americans between the ages of 12 and 44 will use generative AI by 2025. While tools like ChatGPT have been synonymous with the use of AI, it’s important to note that AI is much bigger than any one tool. McKinsey describes AI as a “machine’s ability to perform the cognitive functions we associate with human minds.” In other words, everything from Siri and Alexa to functions such as autocorrect can be defined as AI, and similar tools and technologies make it possible to streamline your marketing efforts.

What is AI in marketing?

Generally speaking, AI in marketing is powered by natural language processing (NLP) and machine learning (ML). Natural language processing works by teaching computers to understand text and spoken words. Machine learning works by teaching computers to learn from experience through data and algorithms. With these two technologies working together, marketing tools and platforms are able to produce copy, to gather customer insights, to optimize the customer experience, and more.

Why use AI in marketing?

If you’re already hitting your marketing goals or are a bit wary of AI, you might wonder whether investing time and energy into AI is worth it. Using generative AI in marketing can help simplify the efforts of business owners. With copy generators businesses can make the brainstorming and content generation processes easier, saving time and leaving room to analyze what works. Generative AI can also be useful for marketers who may have a skill gap with certain platforms, such as Instagram. Creating the perfect caption or social media post isn’t as easy as it looks, but platforms like ChatGPT can help you understand the best place to start. 

Research from Insider Intelligence shows that 58% of marketers who use generative AI for content production see increased performance as a benefit. With increased performance businesses have more time to build on marketing processes that are already in place, to implement new processes quickly, and to zero in on what matters most to customers.

Examples of how to use AI in marketing

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The Square Assistant available through Square Messages

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ChatGPT results from Chicago bakery prompt

The above image previews the results ChatGPT provided based on the aforementioned prompt. It’s important to be incredibly specific when prompting AI tools for results. If you plan to use AI tools for preliminary market research, be sure to follow up with another round of market research through professional channels

AI marketing factors to be aware of

While AI comes with a lot of pros, there are many things that still need to be figured out with the burgeoning tool. Bias, misinformation, and privacy concerns are three of the biggest issues surrounding the technology today, particularly ChatGPT and similar tools. Since the tool is trained with public information, it’s prone to error and even plagiarism. This is why it’s crucial to use public AI tools as a starting point and not as your final product. Human oversight can help protect your business and ensure that your brand’s individuality and messaging remain at the forefront of all your content. 


Maya Rollings
Maya Rollings is an editor at Square where she writes about all things customer experience, from building a solid customer base to leveraging tools and technology that meets them where they are in their journey.


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