CIM Marketing Club Webinar

The top generative AI tools - a how-to guide for marketers

In the rapidly evolving landscape of digital marketing, staying ahead of technological advancements is not just an option but a necessity. The Chartered Institute of Marketing (CIM) Marketing Club recently hosted a groundbreaking webinar that shed light on the transformative power of generative AI tools in the marketing domain. Led by Sophie Wooller, the Chief Operating Officer at Croud, the webinar titled "The Top Generative AI Tools - A How-To Guide for Marketers" offered invaluable insights and practical advice for marketers looking to harness the potential of AI.

Generative AI: The New Frontier in Marketing

Generative AI has emerged as a game-changer in the digital marketing arena, thanks to its ability to generate innovative content, analyse massive datasets, and automate operations. From creating images and videos to drafting press releases and blog posts, the applications of generative AI in marketing are vast and varied. Sophie Wooller's presentation underscored the importance of understanding and leveraging these tools to drive business growth and enhance creativity.


Key Highlights from the Webinar

ChatGPT: The Infinite Intern - ChatGPT stands out as a versatile tool that marketers can use for a myriad of tasks, including research, summarising meeting notes, translating written content, and generating creative ideas. Its ease of use and accessibility make it a go-to resource for marketers seeking to expand their capabilities.


Midjourney: Fueling Creativity - Midjourney, an independent research lab, focuses on augmenting human imagination through generative AI. Although slightly more challenging to access than ChatGPT, Midjourney excels in generating creative and innovative ideas, making it an invaluable asset for crafting compelling creative briefs. One great example that Sophie humoured us with was the different range of outputs based on Sophie’s dog as a superhero and depending on the prompt. It clearly demonstrated AI still struggles to understand the anatomy of limbs but in some instances it is worth using to speed up creative processes.


Google Analytics 4 (GA4): Maximising Data Analysis - The latest iteration of Google Analytics, GA4, incorporates AI algorithms to offer predictive metrics, automated insights, and anomaly detection. This tool is instrumental in enabling marketers to derive actionable insights from their data, thereby optimising their strategies for better outcomes. However, Sophie warned us of the importance of making sure the data is clean to avoid “rubbish” results.


Practical Tips for Marketers

Sophie Wooller emphasised the importance of refining prompts when using AI tools, establishing clear policies within organisations, and exploring alternative tools that may not necessarily rely on AI. She also highlighted the need for marketers to be mindful of copyright and data protection issues, ensuring compliance and ethical practices.


Looking Ahead

The webinar concluded with a forward-looking perspective, encouraging marketers to embrace the potential of generative AI while keeping vigilant of the challenges and responsibilities it entails. Just because we have AI it doesn’t mean it should be used in everything, for example, open source images instead of AI generated images can be a great asset.

By Chloe Law -  University of East Anglia Student and Joao Marques – CIM East of England Communications Ambassador

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