Using Generative AI to your advantage to market your business
Wednesday 25th June 2025
Generative Artificial Intelligence (AI) has quickly moved from being a concept to a practical tool that’s reshaping how businesses approach marketing.
What Is Generative AI?
Generative AI refers to technology that can create content based on a prompt. Tools like ChatGPT, Sora and others are now widely used to support marketing teams by generating high-quality materials quickly and efficiently.
Ways you can incorporate Generative AI in your marketing strategy
Content generation
AI tools can produce blog posts, email campaigns, product descriptions and social media content at scale. With the right input, they can reflect a brand’s tone of voice and save hours of manual work.
Personalised campaigns
By combining AI with customer data, businesses can deliver more relevant messages based on individual user behaviour.
SEO and GEO
AI can support search engine optimisation (SEO) by helping generate keyword-rich, relevant content. An emerging area is generative engine optimisation (GEO), which focuses on getting content featured in AI-generated responses (rather than traditional search engine results).
Visual and video content
Generative AI is also being used to create visuals and even video content. This includes designing ad graphics or producing short videos from text prompts using tools like Sora or Runway.
Customer support
AI-powered chatbots have advanced significantly. Many can now handle more complex enquiries and provide consistent support around the clock, while also gathering useful insights from interactions.
Things to consider when using Generative AI
Human oversight
AI-generated content can be incredibly efficient, but it should never be published without human review. While AI is useful for drafting and ideation, it lacks the understanding of tone, context and audience that a person brings. Reviewing content for clarity, brand consistency and accuracy remains essential. In short, AI should be seen as a tool to support creativity, not a replacement for it.
Transparency
When AI is used to create content (for example chatbots) it’s important to be transparent. Letting users know that they’re interacting with AI helps manage expectations and builds trust. This is especially relevant as the line between human and machine communication becomes increasingly blurred.
Data and ethics
Using AI responsibly also means respecting data privacy and ethical standards. Businesses must ensure that any AI tools they deploy comply with relevant data protection regulations, such as the EU GDPR. This includes being cautious about how personal data is collected, processed and stored and choosing tools that prioritise data security and user consent.
Final thoughts
Generative AI offers real opportunities for improving how businesses create and deliver marketing content. When used thoughtfully, it can help teams work more efficiently and deliver more meaningful experiences to customers.