What GenAI will mean for marketers

Something that's popped up in a few conversations this week is what #GenerativeAI will mean for marketers (especially content creators). There's a lot of info out there and I see most falling into one of two opinion camps - either that GenAI will replace all marketers (poorly) and mean the downfall of marketing, or that it will revolutionize marketing in the very best way. The truth is...we don't know yet. We can speculate (and wild speculation is always fun), or we could focus on what we know right now. And what I know is this: ⌨ If you're a poor writer, GenAI can't help you because most stuff currently written using these tools reads like it is written by these tools. It uses awkward phrasing (GenAI tools like the word 'thrilling' more than any human) and might not have market or technical expertise. It can also hallucinate info or pull insight from common or competitive sources. ⌨ For good or great writers, GenAI can have a positive impact in many ways, acting as a sounding board to create an outline, creating a (very) rough first draft, and more. If you're resource-constrained, this is incredibly valuable and will save time because for many, it's faster to edit a document than to create something from scratch (and then edit it). THAT's the 🗝 - right now, any content created using GenAI requires editing, and in many cases, heavy-handed/extensive editing. Its maximum value is in its use by talented folks in a process it cannot replicate by itself. Will this change? Absolutely. How? I don't think we know yet. What I do know is that I've seen some great stuff and have grown some skills using GenAI for basic things like identifying sources for research or suggesting an itinerary for our next family vacation. But it has significant limits and it takes time and resources to find the right prompts and processes to extract value. ➡ I'm fascinated by this topic, so if you have great tips/tricks or fav tools you think make you more productive as a marketer, share away!