05th Feb, 2024

Gartner Report Identifies AI-generated Marketing Content as a Top Use Case for Generative AI


Gartner Report

Generative AI isn’t a new technology. In fact, the ability to produce content such as text, images, video, audio, and more using artificial intelligence (AI) has been around for decades. It was first introduced in the 1960s in the form of an early chatbot. Recently, however, Generative AI is poised to disrupt countless industries from sales and marketing to drug discovery and computer coding. The recent buzz and increased accessibility of GenAI has transformed it from a technical solution predominately used by data scientists to a diverse tool leveraged by non-technical users applying it across vastly numerous use cases. Generative AI has become so widespread that in order to better serve specific industries and use cases Generative AI language models are getting smaller. A Gartner report recently surfaced exploring the top use cases of GenAI in marketing.

While there is no doubt that Generative AI will transform how various industries work and create output, industry leaders are still discovering which use cases drive optimal business value.   

To help leaders on that quest, 1Gartner® recently took a deep dive into which GenAI use cases are driving the most ROI and operational efficiency across a multitude of industries. In their report, Emerging Tech™: Top Use Cases for Generative AI (July 2023), marketing–particularly AI-generated marketing content– has emerged as the most technically mature Generative AI use case to augment creativity. 

Gartner report methodology 

This report is part of Gartner®’s case-based research (CBR) for GenAI. Detailed research, data collection, and interviews began in July 2022 and spanned a period of six months. Gartner® researchers completed 50 interviews with 25 GenAI vendors globally and analyzed 90+ adopter use-case studies as part of this CBR project. 

Gartner® defines Generative AI as “AI techniques that learn a representation of artifacts from data and use it to generate completely original artifacts that preserve a likeness to original data.” GenAI is capable of producing novel media content (including text, images, video, and audio), synthetic data, and models of physical objects. 

Marketing personalization: How AI-generated marketing content achieves business results and ROI 

Today’s digital-first consumers demand personalization. They want their favorite brands to know and appreciate them as people by appealing to their individual preferences. Twilio’s 2023 State of Personalization report found that investing in personalization is paramount in today’s market: 56% of consumers said they will become repeat buyers after a personalized experience, a 7% increase year-over-year. 69% of business leaders said they are increasing their investment in personalization despite economic and budget changes. While personalized online experiences are a must-have for enterprise brands, they find it difficult to execute personalization at scale given the need to manage more and more marketing segments and digital channels. The scale-enabling impact of AI-generated marketing content helps address these challenges, making it a top use case for Generative AI. 

As stated in the Emerging Tech™: Top Use Cases for Generative AI CBR report, enterprises are leveraging GenAI technologies to build personalized ad content at scale. The report further found after analyzing the performance metrics of ad channels such as Facebook, YouTube, TikTok, Reddit, and Pinterest, that adopters are able to customize ads that perform best for the audiences across these channels. Organizations are also able to customize marketing content based on other audience demographics such as geography, age, profession, etc. 

Persado’s CMO Guide to Achieving Impact With Generative AI also predicts that Generative AI will increasingly take personalized marketing in this direction. For example, marketers could use GenAI to efficiently and affordably create various versions of the same video each optimized to appeal to different customer segments. 

Larger marketing audiences, smaller customer segments 

B2C marketers across industries need to reach larger audiences, albeit through smaller, more customized customer segments through a larger number of touch points. The digital channels and factors contributing to personalization continue to grow in quantity and complexity. As outlined in the Gartner® report, organizations are achieving quantifiable business results, such as higher prospect engagement and conversions, increased click through rates, and lower customer acquisition costs, by personalizing marketing efforts at scale using GenAI. 

According to Gartner®, by 2025, 30% of outbound marketing messages from large organizations will be personalized using Generative AI tools. That is up from less than 2% in 2022. 

AI writing assistance or Generative AI for text generation has proven to be particularly impactful. Organizations utilizing these tools are achieving higher response and click through rates, ultimately leading to improved brand awareness. Some examples of its impact outlined in the report include: 

  • Engaging and/or re-engaging with prospective clients and customers through email marketing. 
  • Using GenAI to create human-like text to build more email versions faster and with less effort. 
  • Supporting larger and more diverse audiences with multilingual content. 
  • Leveraging GenAI to reduce content creation and rewrite time for SEO. 

Platforms such as Persado allow creative teams to automate creative workflows, lowering marketing costs

In order to meet the growing demand for personalization enabled by AI-generated content technology platform providers are offering solutions that brands can customize to generate on-brand images, videos, and text for various social media platforms and digital ad campaigns. According to Gartner®, these platforms allow creative teams to automate the creative workflow, achieve greater efficiency, and reduce creative budgets. Without AI-generated marketing content, marketing personalization at scale would be incredibly expensive and difficult to achieve logistically. 

More on AI-generated content

Using Generative AI to create content more efficiently is just the tip of the iceberg. Persado’s CMO Guide to GenAI highlights that efficiency and effectiveness go hand-in-hand when it comes to achieving optimal impact and long-term goals using Generative AI in marketing. Persado Motivation AI, a specialized class of enterprise Generative AI, is trained not just to produce language at scale but also to identify the most effective language for driving the most conversions for each digital marketing campaign.

In the Gartner® Hype Cycle™ for Digital Marketing, 2023 (August, 2023), Gartner® refers to Generative AI capable of driving business objectives as Influence AI. This category is aligned with Persado Motivation AI. Persado’s ability to meet business goals and drive revenue has enabled our top 30 customers to earn over $1.8B in incremental revenue. The benefits come from leveraging the Persado Motivation AI knowledge base, which is based on more than 10 years of performance data from digital campaigns for Fortune 500 organizations. 

Gartner® suggests that marketing technology product leaders embracing Generative AI use cases for their products and services will differentiate themselves from their non-GenAI-enabled peers in the next 12 months. 

To learn more, download Gartner®’s full report on Emerging Tech™: Top Use Cases for Generative AI

Ready to adopt a Generative AI text generation solution proven to drive efficiency and effectiveness for enterprise marketers? Request a risk-free trial of Persado Motivation AI

  1. Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
    GARTNER is a registered trademark and service mark of Gartner and Emerging Tech are a registered trademark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved. ↩︎


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