The Gen AI Horizon, Part 3: Scale Your Marketing Organization

In the first two installments of this blog series, we explored Gen AI’s impact on software development, customer support, and sales. But 34 percent of organizations using Gen AI say marketing is actually where they use Gen AI most. And we’re seeing the most value when it comes to content, design, and campaign production.

That makes sense in context. Historically, orgs have had to balance content personalization and campaign production at scale. But deep personalization takes time – time that many marketers don’t have. So overstretched teams chose the latter, sacrificing tailored content in an effort to cast as wide a net as possible with their content. 

With Gen AI, though, orgs don’t have to make a choice. They can personalize at scale – and reap the benefits of both strategies. In our final installment of this blog series: three use cases that showcase how.

1. Deepen Your Audience Analysis and Campaign Strategy

Marketers sit on a goldmine of audience data – but many struggle to use that data to adequately tailor their messaging. Gen AI can help by analyzing datasets to surface patterns and trends that inform more targeted campaigns.

For example, a skincare brand could use Gen AI to analyze customer reviews and identify recurring concerns about dry skin. These insights could inspire product-specific campaigns addressing this exact pain point. 

If that brand wants to break into a new market, it could deploy Gen AI to determine audience pain points by analyzing local search data, social media discussions, etc. – making it easier to reveal unmet consumer needs and adjust their campaign messaging accordingly. 

The brand could also use Gen AI to assess content preferences on an ongoing basis, tracking what resonates most with each audience to proactively adapt and refine their campaign strategy.

The bottom line? Gen AI empowers marketers to unlock the audience insights they need to support deep personalization.

2. Draft Hyper-Personalized Messages (Written and Visual)

With rich audience knowledge in tow, marketers can use Gen AI to craft hyper-personalized messages that resonate across formats and channels. Your team can use it this technology to can generate:

Blog posts that address specific industry challenges.
White papers that appeal to decision makers.
Social media copy that excites and delights customers.
Drip email campaigns that address concrete pain points.
Display ads tailored to each customer’s unique needs. 

One real-world example? Michaels uses Gen AI to support its email campaigns. After embracing this technology, the company went from personalizing just 20 percent of their campaigns to personalizing 95 percent—and saw a 25 percent boost in clickthrough rates. 

Text-forward Gen AI marketing use cases are exciting enough on their own. But there's another emerging frontier for hyper-personalization: AI-generated video.

In fact, one company – Carvana –  has already used Gen AI for this purpose. It created over 1.3 million unique videos to help customers celebrate their car-buying journey.

First, the Carvana team identified key data points such as customer name, purchase date, location, and cultural context. Then, it used Gen AI to create video snapshots for every customer with those details woven in. Consider Holly, for instance – a Minnesota resident who bought a red Corvette on September 29, 2019. She might receive a video referencing:

Holidays on or around the day of purchase (in this case, National Coffee Day).
Destinations she can travel to (e.g., Lake Superior).
Trendy pop culture topics at the time (like that flop of a Game of Thrones finale).

Gen AI didn't just make this kind of personalization possible – it paved the way for unforeseen efficiency. Carvana was able to produce over 300,000 unique videos per hour, saving its marketing team tons of time.

It's worth noting, though: whether you're using Gen AI to create written or visual content, human oversight is still crucial. In a marketing context, human marketers are necessary to polish AI-generated outputs and evaluate them for quality and brand alignment. Together, humans and AI can create hyper-personalized experiences that strengthen customer loyalty and engagement.

3. Accelerate Marketing Processes End to End

Gen AI isn’t just a tool for content creation – it can transform marketing processes from end to end. Your marketing team can use it to:

Brainstorm campaign ideas. Gen AI can evaluate existing campaign ideas or come up with new ones based on the audience details you provide. Then, your marketing team can refine these ideas into polished, on-brand strategies.

Fast-track internal reviews. AI tools can analyze content drafts, providing feedback on clarity, tone, and audience alignment. The benefit: less time on back-and-forth revisions.

Improve SEO. From keyword research to content optimization, AI can support SEO efforts at every stage. It can identify high-performing keywords, suggest meta descriptions, and even identify outdated content, helping teams stay ahead in search rankings.

Audit your content library. Gen AI can review your entire content repository to identify gaps or misalignments. Then, it can update existing content and create new content that meets your audience's unique needs.

With the help of Gen AI, your marketing team can personalize more content and campaigns at scale. What's more, employees can use the time saved to execute strategic initiatives that drive results.

To Embrace Experience AI, Start Small

Many organizations see the potential of Gen AI and are eager to jump in by building custom models that do it all. However, the reality is that developing custom Gen AI models is resource-intensive and requires vast amounts of data, computational power, and time.

Fortunately, most organizations don’t need to reinvent the wheel to see results. Existing Gen AI models can be used to deliver real value quickly – and often at a fraction of the cost.
Here’s how to get started:

- Identify serious pain points: Do customers complain about a scattershot support experience? Do your sales reps struggle to make personalized recommendations? These are often the highest-impact areas for Gen AI. By identifying them at the start of your project, you can pinpoint use cases likely to deliver the greatest value.
- Establish curation intelligence: All the use cases we’ve discussed involve training models on internal knowledge, prompts, and content. This way, Gen AI can present the right information to the right user at the right time.
- Test third-party models: Existing third-party models like ChatGPT, Gemini, or Claude can be a great way to start exploring the potential of Gen AI. Platforms like CI&T FLOW make it easy to test these models to see which one delivers the best results for your use case.

By starting small and focusing on targeted, impactful projects, organizations can unlock quick wins, build momentum, and demonstrate the value of Gen AI to stakeholders.

Hyper-Personalization Requires Flexible Software

Gen AI in marketing translates to tangible ROI: 37 percent of orgs that use it report lower costs, and 53 percent say they've seen an uptick in revenue.

Of course, not all Gen AI solutions are made equal. Different tools excel at different tasks (e.g., Perplexity for research, Claude for campaign brainstorming, ChatGPT for content creation, etc.). It's important to choose the right model for the job at hand – and give your team enough flexibility to switch between them without losing efficiency or effectiveness.

That’s where CI&T FLOW comes in. By providing seamless access to various AI tools, FLOW ensures your team has the flexibility needed to choose the best solution for every task. And if you've been keeping up with this blog series, you know that FLOW can help you integrate AI into countless other business processes.

Want to learn more about how CI&T FLOW can revolutionize your marketing strategy? Reach out today and empower your marketing team to achieve true hyper-personalization.

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