Generative AI is revolutionizing the field of marketing, and one recent success story highlights its potential impact. A team of marketers from leading event platform Cvent used ChatGPT, an AI-powered language model, to create a highly successful webinar. The team explored the capabilities of generative AI and discovered both its benefits and challenges.
Brooke Gracey, the marketing director at Cvent, emphasized the importance of using AI properly. While AI can enhance processes and improve efficiency, the key question is how to strike a balance between technology and the human element. Gracey outlined the five key stages of building a webinar and shared best practices for leveraging AI in ideation, planning, execution, and post-event analysis.
The team’s first step was the ideation stage, where they questioned whether AI could comprehend and mirror human creativity or if it was merely recycling pre-existing ideas. ChatGPT proved to be a valuable tool, generating 50 webinar ideas within seconds. The team then refined and polished these ideas, ensuring they retained the human touch and authenticity necessary for a successful webinar.
ChatGPT also assisted in refining the pitch to stakeholders by suggesting potential questions or concerns and helping build talking points to address them. It streamlined the pre-planning process, offering efficiency and speed. However, concerns about content ownership arose, as the team questioned whether they could claim the script generated by ChatGPT as their own intellectual property.
While generative AI offers scalability and efficiency, there is a risk that the content it produces lacks a personal touch and authenticity. Marketers strive for personalization, and it remains uncertain if AI can fully achieve that goal. The technology is undeniably useful for promotional activities, with ChatGPT aiding in the creation of persona-specific content for different target audiences. However, the concern remains whether AI represents an evolution in precision or a regression in personalization.
Gracey highlighted the importance of human involvement in leveraging AI effectively. Although AI can create efficiencies, the human element is critical for ensuring content makes sense, sounds genuine, and aligns with the brand’s identity. The webinar experience demonstrated that while AI can assist with various aspects of production, from content development to data analysis, it should not replace the human touch entirely.
In conclusion, generative AI has the potential to revolutionize marketing processes and boost productivity. However, marketers must strike a balance between AI and human creativity to ensure the content retains authenticity, personalization, and originality. While AI can offer valuable assistance in various areas, it should not overshadow the crucial role of human input. Marketers are encouraged to explore the opportunities AI presents while preserving the human touch.
