Emerging Marketing Trends

Marketers are increasingly seeing artificial intelligence (AI) tools as assistants to help them do their day-to-day tasks better and faster. That includes things like creating content, analyzing data, and coding. 

When ChatGPT became publicly available in late 2022, most users saw it as a way to create content fully from scratch. So they could rapidly scale content production. 

In response to the influx of AI-generated content, Google rolled out a series of core updates. Including several focused on prioritizing helpful, reliable, people-first content in Google search. 

Companies that published AI-generated content without making significant edits, conducting fact-checking, and adding human insights saw a decline in search engine rankings.

This is clear from an experiment by SEO veteran Mark-Williams Cook who published 10K pages of both scraped and AI-generated content on a website. 

While the content initially performed well, the site took a significant hit after Google’s updates rolled out.

He shared the results via LinkedIn:

Because of cases like this, there’s been a paradigm shift in how marketers and companies are viewing Generative AI tools. 

One interesting application is using tools like Semrush’s ContentShake AI to generate an outline for your blog posts or other online copy.

Just open the tool and fill out some basic information about the type of content you’ll be creating.

You can then select one of the suggested ideas to write articles faster and optimize your copy. 

The tool can even publish directly to your WordPress blog or site. 

Beyond content, here are some other ways marketing teams currently use AI tools:

• Segmenting customers into distinct groups—by preferences, demographics, and behavior—to target marketing efforts more effectively

• Analyzing large datasets for predictions about customer behavior and the market

• Understanding the sentiment of social media mentions and customer reviews to assess marketing and product performance

• Looking at existing customer data to identify common pain points and preferences

• Creating code that nontechnical marketers can implement on their sites

In 2024 and beyond, marketers are expected to continue exploring and testing AI tools in innovative ways to drive better results.