Using AI in marketing can help you improve your efficiency and marketing performance, save you money and personalise your marketing content. AI tools can even be used to interact with consumers who perform specific actions, such as liking a post or clicking a button, and predict future outcomes by analysing their behaviour.

Learn more about using AI in marketing and how it could help make your marketing more efficient with Adobe Express.

What is AI in marketing?

An increasing number of businesses are utilising the power of AI to improve their marketing strategies. But what is AI in marketing and how can it help your business to grow?

AI in digital marketing is the use of various artificial intelligence capacities, including machine learning, automation, data collection and analysis, and natural language processing to speed up critical marketing decisions and deliver customer insights. The use of AI in marketing can help to optimise your marketing efforts, helping you make cost savings as well as improving performance and efficiency.

AI technology can be used in a variety of ways to improve marketing: automating campaign releases, generating content, and delivering more accurate results. With generative AI, you can distil insights almost instantly from customer data, and use those to create and send hyper personalised marketing content in moments.

Ways to use AI in marketing.

There are multiple ways that you can use AI in digital marketing. Whether you’re looking to automate certain processes, or use generative AI to create actual content, you could optimise your marketing strategy in an instant. Some of the top ways in which businesses are already using AI in marketing are:

Presenting your marketing strategy.

Need to share your strategy with internal stakeholders or clients? Presenting your ideas and marketing plans might be part of the sign-off process for any upcoming campaigns. Luckily, AI tools – like the AI presentation maker – can help you craft an effective marketing deck in minutes.

Simply import your PowerPoint presentation, then the tool will help you transform your slides into an engaging showcase.

Help with content creation.

AI can be used in marketing to create content by using prompts. These could result in the production of images, videos, audio, or written content ranging from captions and social media posts to longer blog posts and emails. It is important to remember that this does not mean humans aren’t needed.

Most AI-generated content still needs a sense-check and some amends to make it appropriate. However, using generative AI as a starting point can speed up the content creation process considerably, whether that’s providing an outline to work with, or simply inspiring your own creativity.

Later down the line, you can also use AI-assisted editing tools to help hone your content in an efficient way. This could include changing the background of an image or converting a long-form video into a short clip.

Generating new content ideas.

If you get stuck for campaign inspiration, you could use AI to find some new ideas. Try generating new templates to experiment with different marketing channels – both in person and online.

You might want to trial new flyer designs, test out different brand imagery on an AI-generated poster or experiment with different digital fonts to see what your customers respond to.

Ad creation.

Make the most of generative AI tools for your advertising too. This could be useful when testing new creative, as you can use the AI tools to quickly resize images, remove backgrounds or even generate a new Facebook post.

Automated marketing emails.

While automated email marketing is nothing new, increased use of AI makes it far more intuitive. AI tools can learn about the behaviours of those on your email marketing list and deliver content that is more personal and therefore more engaging.

You could use these insights to inform your own email newsletter templates – adding in new banners or imagery to engage your subscribers and encourage conversion.

How to create AI marketing prompts.

Prompts are the instructions you give to an AI tool to let it know what you want it to do. The type of prompts you use will depend on the use case. However, there are some rules to follow that will help you make the most efficient use of AI in marketing.

For example:

• Use clear and specific language. Be sure about what you want and ask for it in the most concise way possible
• Consider including examples. Let the AI know what you mean by providing it with examples. For example, you might use a sketch-to-image generator to guide the tool, rather than letting it generate an idea from scratch.
• List parameters like key brand colours, text style and more. Be very specific about what you want – especially when it comes to any text-based content.
• Offer context. It may help to factor in additional insights, such as a target demographic or the type of advertising media it will be used in.
• Keep testing. You may not get it right first time, but that’s OK. Keep testing new prompts until you get the results you want. AI will continually learn from you and become more accurate over time.

Examples of AI marketing prompts.

AI prompts can help you enhance your content creation, from idea generation to streamlining pitches. Getting the prompts right means getting the content you want instantly.

You can try out some of these examples on Adobe Express to get started:

• For generating social media content with AI: “Create three engaging Facebook posts to drive people in the UK, especially those in London, to our upcoming promotion for XXX”
• For creating visuals for a marketing campaign: “Generate ideas for an infographic showing consumer preferences in X industry in the UK, using the latest market research data, with a focus on trends in London and Edinburgh”
• For initial ideations: “Show me marketing poster ideas for a new beauty product launch in the UK, with a focus on appealing to consumers in Yorkshire”
• For email templates: “Generate a fun and engaging email template to share with customers of an independent clothing brand in the UK, highlighting our unique styles and local influences, especially those inspired by London fashion trends.”

How can Adobe Express help marketers with AI?

Adobe Express has a variety of AI tools you can use to help with your marketing efforts.

1. Speed up your social media marketing.

You can use generative AI in marketing to speed up your social media marketing and create personalised content. Adobe Express can help you use AI to create engaging posts on Instagram and Facebook in no time.

2. Spread the word with AI flyer generation.

Use the Adobe Express AI flyer generator to create stunning flyers in moments. Simply describe the flyer you want, then adjust the template to suit your needs – and add in your branding for the final touch.

3. Generate new creative ideas with the AI Image Generator.

Use the Generate Image tool powered by Adobe Firefly to turn text prompts into engaging brand assets. Bring your ideas to life for presentations, pitches and prototype testing with high-quality images generated in seconds.

4. Pitch your marketing strategies using AI.

Use AI to help pitch your marketing strategies. You can start from scratch using prompts or choose a pitch deck template to outline the purpose, then customise to your own brand strategy.

5. Automate your content scheduling.

Create draft posts and plan out your content with the Adobe Express content scheduler. Link your social media accounts, preview your posts and plan when to start publishing your campaign content for the highest levels of engagement.

Showcase your marketing plans with the AI Presentation Maker.

Looking to share your marketing strategy with the wider business? Or maybe you’re presenting a marketing plan to a client? The Adobe Express AI Presentation Maker can help you turn your ideas and strategies into a professional presentation deck.

Advanced AI technology is used to generate slides that are informative, well-structured and visually appealing. Use the Text Effect Generator to add unique touches, or customise your slides with Adobe Stock fonts, icons and images.

Make sure your marketing deck is pitch ready with Adobe.

Try Adobe Express for free now

Good to know.

What are the best AI in marketing examples?

There are many examples of AI in marketing. For instance, Netflix have led the way using AI in marketing to generate personalised viewing recommendations for customers based on their watch history. Meanwhile, Sephora uses AI to allow customers to virtually try on a wide variety of beauty products before purchasing.

What are the pros and cons of using AI in marketing?

The main pros of using AI in marketing are increased efficiencies, data-driven decision-making and the ability to easily offer personalised customer experiences. However, there are potential drawbacks, such as a lack of human touch and a need for constant monitoring and refinement.

Is Adobe Express free?

Yes, our free plan offers many core features including thousands of templates, photo editing and effects, animation, and 5 GB of storage. See our pricing page for details and to compare plans.