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"Maximizing Marketing with GenAI: Risks, Limitations, and Solutions"

Attention Technology-savvy Business Professionals: Are you ready to take your marketing game to the next level with the latest wave of AI tools? Before you jump in, it's important to remember that your organization already has a valuable resource at its disposal: your own digital assets. Generative AI, also known as automated intelligence, can revolutionize the way you create marketing assets such as images, tech art, blogs, and more. With this technology, you can produce these assets in a fraction of the time it would take your team to do it manually. But beware of the potential dangers lurking beneath the surface of generative AI. In order for your marketing assets to stand out and be truly unique, they must have their own distinct selling points and features. This is where your existing digital asset management (DAM) solution comes into play. 1. Are there any contractual restrictions that could hinder your use of genAI? Make sure to thoroughly review the terms of your genAI API. Will it only work with your DAM, or can it be integrated with other tools? Will you be limited to only one API instance, or can you connect to multiple tools? And most importantly, does the pricing plan fit your budget and allow for a sufficient number of API calls? You don't want to end up with unexpected fees for creating too many assets. It's also important to consider any restrictions on the content that can be generated by the genAI. Some tools may only be able to generate art without text, while others may not be able to search for relevant stock images or access images and videos already stored in your DAM. You should also consider the amount and type of dynamic media you need for your marketing assets, as well as any programmatic marketing materials like ad rates, campaign themes, and mailing lists. Make sure the genAI you choose can handle all of these assets and produce high-quality results. Dig deeper: Why Digital Asset Management is Essential in Your Marketing Technology Stack 2. What data was used to train your genAI? It's crucial to understand what types of metadata have been used to train the AI and whether it was a balanced set. This is important because many AI tools have been known to have biases. For example, a study by UC Berkeley showed that a search for "professional haircut" images produced results with clear gender and racial biases. Another study found that Google Jobs showed higher-paying job ads to men more than women. It's also important to make sure that the genAI adheres to FAIR data principles and other industry standards. You don't want to risk alienating customers with biased or inaccurate tags. 3. What manual work is involved in training your genAI? Before your genAI can produce high-quality marketing assets, there may be a lot of manual work involved. This could include properly tagging assets with metadata, ensuring brand adherence, and maintaining high-quality content. Depending on your industry, the amount of metadata needed for your assets could vary greatly. Marketing metadata, for example, is typically more complex and diverse than other industries. It's important to consider how much work will be required to train the genAI on your specific assets and whether there are any limitations on the types of assets it can handle, such as unstructured social media posts. Training the genAI also involves teaching it not to tag assets with certain terms that may be biased or not relevant to your audience, industry, or niche. This can be a time-consuming process, especially if your assets lack proper metadata and are difficult to find. But don't let this discourage you from using genAI. With proper training and monitoring, this technology can greatly enhance your marketing efforts. Dig deeper: Why Less is More when it comes to DAM metadata Remember, it's all about your data, not their AI Before adopting genAI, it's important to consider how it will fit into your existing technology stack and how it will integrate with other solutions. While it may promise to save time in creating assets, it could potentially increase the time spent managing and monitoring those assets. It's important to think about the needs of your assets and your target audience in order to make the best choices for your organization. With the right approach and understanding of genAI, you can take advantage of its opportunities and revolutionize your marketing efforts. Dig deeper: The Potential for AI in Digital Asset Management In conclusion, generative AI can be a game-changer for your marketing efforts, but it's important to carefully consider the potential risks and limitations before adopting it. Your organization's own digital assets and your existing DAM solution can provide a valuable learning environment and prevent your AI-generated assets from sounding robotic or resembling your competitors. Remember to thoroughly review the terms of your genAI API, understand the data it was trained on, and be prepared for some manual work in training it. With these considerations in mind, you can successfully incorporate genAI into your technology stack and take your marketing to new heights.

Originally reported by Martech:
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