Using AI in Marketing: An Introduction (MLI Generative AI Series)

Half Title
Title
Copyright
Dedication
Contents
Acknowledgments
About the Author
Foreword
Introduction
Part I: Exploring AI and Marketing
	Chapter 1: A Brief History of AI
		What’s the Difference Between Machine Learning and Artificial Intelligence?
		What About Algorithms?
		Conclusion
	Chapter 2: Understanding AI and Marketing
		AI Is Great at What Humans Are Not
		AI Can Serve as a Great Starting Point
		AI Isn’t Scary; It’s Job Security
		Conclusion
	Chapter 3: The Current Use of AI in Marketing
		Search
			How Search Is Used
		Recommendations, Personalization, and Prediction
			How Recommendations and Personalization Are Used
		Workflow Automation
			How RPA Is Used
		Conclusion
Part II: Growth Areas for Marketing and AI
	First, Let’s Address the Hype
	Now, the Real Opportunity
	Chapter 4: Generative AI
		AI-Based Platforms
			Text Generation
			Image Generation
			Video Generation
			Marketing Assistants
			Enterprise-Ready Platforms
		Existing Platforms with Added Generative AI Capabilities
			Adobe
			Canva
			Salesforce
			Hubspot
		How Generative AI Can Be Used in Marketing
		Generative AI in the Enterprise
		Assessment
	Chapter 5: Personalized Customer Experience
		Some Examples of AI-Augmented Customer Experiences
			Personalized Content, Offers, and Experiences
			Conversational AI
			Journey Orchestration
			Next Best Action
		How Greater Personalization Is Changing Marketing
			Marketing Approach
			The Customer Perspective
		Assessment
	Chapter 6: Team and Workflow Augmentation
		Some Examples of Process Automation in Marketing
			Automated Workflows
			Personalization
			Reporting and Analytics
		How It Is Changing Marketing
			Strategic Marketing Approach
			Streamlining Workflows
			Automating Repetitive Tasks
			Improving the Customer Experience
		Assessment
	Chapter 7: Data Analysis, Measurement, and Optimization and Optimization
		Some Examples of AI Used in Data Analysis, Measurement, and Optimization
			Predictive Analytics
			Audience Segment Optimization
			Propensity
		How AI Is Changing Marketing
		Mixing AI-Based Data Analysis with Generative AI
		Assessment
Part III: Practical Examples
	Chapter 8: Improving Prompt Writing
		Be Specific and Clear
		Use Simple Language
			Simple Language Prompt
			Complex, Jargony Prompt
		Provide Context
		Break Down Complex Tasks
		Use Positive Language
		Provide Specific Examples
		Use a Consistent Tone and Style
		Test and Refine
		Use a Combination of Prompts and Input Variables
		Conclusion
	Chapter 9: Generative AI Cases and Examples
		Generating Marketing and Advertising Content
			Strategies and Approaches
			Advertising Copy
			Blog Post
			Web Site Copy
			Promotional Video Script
			Social Media Organic and Advertising Posts
		Data Analysis
			Research
			Customer Retention Strategies
		Conclusion
Part IV: Integration and Optimization of AI and Marketing
	Chapter 10: The AI Adoption Mindset
		Augmentation, Not Replacement
		Starting, Not Finishing
		Curation, Not Summarization
		Analysis, Not Strategy
	Chapter 11: How AI Changes Your Marketing Approach
		How AI Changes Your Marketing Teams
		How AI Changes Your Marketing Processes
		How AI Changes Your Marketing Platforms
		Conclusion
	Chapter 12: When and Where to Invest in AI
		Increasing Quality?
		Is It Improving the Customer Experience?
		Is It Improving the Employee Experience?
		Is It Expanding Your Insights?
		Conclusion
	Chapter 13: Challenges of AI
		What People Should and Shouldn’t Expect from AI
		Augmentation, Not Replacement, Revisited
		Bias and AI
			What to Watch Out For
			Transparency
		What to Do About Bias and AI?
		It’s Time to Reskill and Upskill
		Conclusion
Epilogue
Index