At last month’s Partner Marketing Event (PME), during DynamicsCon LIVE, ISV marketers were able to engage in a great discussion on the potential advantages and disadvantages of leveraging AI tools like ChatGPT for content creation and marketing. Led by Marie Wiese, marketing expert and CEO of Marketing CoPilot, the session provided valuable insights into the potential of AI in transforming the marketing landscape. We were also joined by special guest Keith Overa from Microsoft, who shared his perspectives and answered questions from attendees.
The session was a treasure trove of valuable insights, and here are three key takeaways from the discussion:
- Hybrid Intelligence: Instead of viewing AI as a replacement for human input, the goal is to combine AI with human expertise, leading to a more effective and efficient marketing process. The concept envisions a collaboration where AI is paired with human intuition and creativity. By integrating AI tools like ChatGPT and CoPilot into the content creation workflow, marketers can build trust and enhance their capabilities, amplifying their impact.
- “Revenue Engineering” and the Role of AI: The session also delved into the emerging thought leadership position known as “Revenue Engineering.” This innovative approach combines AI tools, including GPT-based systems, with manual adjustments to optimize content creation. Attendees were advised to strike a balance between human-written and AI-generated content, suggesting an 80% human-written/edited and 20% AI-generated content mix for longer-form pieces. This collaborative process allows marketers to leverage the efficiency of AI tools while still retaining the human creativity and expertise.
- Differentiation as a Prerequisite to AI Adoption: Before embracing AI tools, the importance of differentiation and establishing a unique value proposition was emphasized. The session highlighted that AI should not be seen as a shortcut to standing out in a crowded marketplace. Rather, marketers should invest in understanding their target audience, identifying their niche, and crafting a distinct brand identity. Once differentiation is achieved, AI tools can then be employed to help marketers meet their content volume goals in a significantly shorter timeframe, enabling them to maintain a consistent presence and engage their audience effectively.
Overall, by maintaining a balance of AI-generated and human-generated content, marketers can:
- Combine the efficiency of AI tools with the unique perspectives and insights provided by human expertise.
- Seamlessly integrate the power of AI into their content creation process, leveraging its capabilities to enhance human efforts and deliver content that is both engaging and impactful.
- Foster a sense of trust and authenticity with their prospects and customers by employing a well-balanced approach of AI and human-generated content to ensure that it resonates well with their target audience.
