In recent years, the artificial intelligence (AI) has become increasingly present in our lives, especially in the world of business and the communication.
In the context of digital marketingincluding the use of AI has stood out as a powerful tool for optimize processes and increase the efficiency of marketing strategies. However, the debate arises: is it worth having content generated by artificial intelligence?
In this article, we will explore the advances of AIits role in the digital marketing, the concept of AI-generated content and how the marketing and advertising agencies are balancing the use of technology with human talent to achieve effective results. Are you ready? Then let's go!
Advances in artificial intelligence in Brazil and around the world
Artificial intelligence took its first steps in the 20th century, but it is only in recent decades that it has become popular and has transformed various sectors, especially industry and medicine.
In recent years, AI has changed the way people use and consume content on the internet. Today, tools such as ChatGPT (from OpenAI) and Gemini (Google) allow natural language conversations with users, regardless of the language or subject searched.
Generative AI is revolutionizing communication and business by offering innovative solutions such as intelligent chatbots, predictive data analysis and more. These technologies increase companies' efficiency and improve the user experience, making interactions faster, more relevant and more personalized.
Thanks to this, companies in Brazil are increasingly investing in AI solutions to improve their communication and advertising strategies. According to market data, this sector is expected to grow steadily over the next few years, driven by the demand for automation and personalization of content.
The use of artificial intelligence in digital marketing
In digital marketing, artificial intelligence has been applied in various areas, from data analysis to content creation.
One of the main advantages of using the tool in the sector is its ability to process large volumes of information in real time. This allows companies to identify patterns, predict trends and make more assertive decisions.
But where is AI being applied in digital marketing? Among the most common applications are:
- Target audience segmentation based on demographic, behavioral and preference data;
- Personalization of content for each user, increasing relevance and engagement;
- Optimization of marketing campaigns in real time, adjusting budgets, keywords and segmentation to maximize ROI;
- SEOwith content capable of improving search engine rankings;
- Marketing automation, using chatbots and virtual assistants to interact with customers;
- Analysis of public sentiment towards the brand on social networks and other platforms, enabling a rapid response to comments and feedback.
These are just some of the ways in which artificial intelligence is transforming digital marketing, making it more efficient and data-driven. The creation of optimized and personalized content, as we can see, is just one of them.
However, before fully embracing AI-generated content, it's important to understand its concept, benefits and limitations.
To USP newspaperFernando Osório, a professor at the university's Institute of Mathematical and Computer Sciences (ICMC), said that AI brings numerous advantages, but also opens up discussions about ethical, moral and social issues, and that it is not possible to trust this technology completely.
What is artificial intelligence-generated content?
Before we get into the concept of content generated by artificial intelligence, how about understanding the process of content creation by marketing agencies?
In this context, the process usually involves researching keywords, analyzing trends, creating briefings and guidelines, curating images, and delegating demands to copywriters and designers. It's worth saying that this whole process requires a robust team and hours and hours of work.
But what if at least part of this process could be efficiently automated? What if the machine could help search for keywords that make sense for a particular business, predict trends for the sector, among other activities that save professionals time and companies financial resources?
The good news is that this possibility already exists with artificial intelligence. AI is optimizing these processes by automating repetitive tasks and offering insights based on data.
For example, AI algorithms can suggest content topics based on users' most popular searches, generate attractive titles and descriptions based on previous success patterns, create texts and even images. This, by the way, is the concept of AI-generated content, and refers to the creation of marketing materials using algorithms and machine learning.
However, it is important to note that AI-generated content still requires human supervision to guarantee quality, relevance and originality. Although technology can speed up the content creation process, it does not replace human creativity and knowledge.
What does Google think about this?
As one of the main search platforms on the internet, Google plays a crucial role in the success of digital marketing strategies.
When it comes to content generated by artificial intelligence, Google is not opposed to its use. On the contrary, it has embraced evolution and created its own AI tools, such as Bard and Gemini, for example.
However, the company suggests caution and observance of its quality guidelines. Here it is worth remembering that Google values content that is relevant, original and useful to users. Therefore, even if the content is generated by AI, it is essential to ensure that it meets these criteria so that it is not considered spam or has its ranking harmed by being considered low-quality content.
Marketing and advertising agencies: the balance between man and machine
In short, artificial intelligence is revolutionizing digital marketing by offering innovative solutions for automation, personalization and data analysis.
Given this scenario, the question arises of the balance between man and machine in communication strategies. In this case, marketing and advertising agencies play a key role in this balance, combining the efficiency of AI with human creativity and talent.
At CMLO&CO, professional marketing agencyWe use artificial intelligence to enhance the work of our team, not to replace human talent.
Our professionals specialize in creating creative and personalized strategies that resonate with the target audience, while AI helps us automate processes and gain valuable insights from data.
Talk to our experts and boost your business growth with technology.
