Generative AI for marketing: 10 tools for app growth
It’s the ultimate God fantasy. Inspired by Genesis chapter 1 and Star Trek’s Jean-Luc Picard, we’ve always dreamed of the ability to literally speak reality into existence. And while we’re not quite there yet for “Tea, Earl Grey, hot,” (atoms are hard!) we’re actually been given shockingly deity-like powers with generative AI (0s and 1s are easier). Text, images, video, Python code, trip itineraries, sweet sentiments for significant others on Valentine’s day, entire apps (I’m seriously not joking here) … all of that is possible with generative AI for marketing today.
And we’re just getting started.
A storyteller I interviewed yesterday uses generative AI to create images and video and audio for interactive podcasting. She compared our present era to the first phones with onboard cameras. When they arrived, Kodak laughed at the poor quality of the 1.5 megapixel images and dismissed camera phones as toys.
That’s precisely where we are with generative AI right now: the crappy 1.5 megapixel smartphone camera era.
And yes, that’s kinda the scary part.
So I’ve been meaning to put together a list of generative AI resources for marketing for months now. There is a lot you can do today with the current state of the art in generative AI to help with marketing. Just yesterday I used GPT-4 to auto-create a summary of a podcast episode. It took 10% of the time and 2% of the cost that doing it manually (humanly?) would have.
Before I share a few tools that can help you, however, let’s see what the big machine in the cloud says first. Because … there simply has to be some generative AI in a post about generative AI, right?
GPT-4 on GPT-4: what generative AI says about using generative AI for marketing
Why yes, I did ask GPT-4 for its opinion on using generative AI for marketing. Here’s what GPT-4 “thinks” about the potential.
Generative AI, like GPT-4, has the potential to revolutionize the marketing landscape in various ways. While some of these implications have already been observed, more applications will likely emerge as the technology evolves.
Here are some ways generative AI can impact marketing:
- Content creation:
Generative AI can create high-quality, engaging, and contextually relevant content at scale, including blog posts, social media updates, and email campaigns. This can save time and resources for marketing teams, allowing them to focus on strategy and analysis.
AI-powered marketing tools can analyze customer behavior and preferences to create personalized content and offers, enhancing customer experience and increasing conversion rates. This technology can make recommendations based on a user’s browsing history, previous purchases, or other interactions with a brand.
- Ad copy and design:
Generative AI can help create and optimize ad copy and design elements, testing various combinations to identify the most effective messaging and visuals. This can lead to better performing ads, higher click-through rates, and improved return on investment (ROI).
- Chatbots and virtual assistants:
AI-powered chatbots and virtual assistants can help brands engage with customers in real-time, answering queries, offering support, and providing personalized recommendations. This not only improves the customer experience but also frees up human resources for more complex tasks.
- Market research and analysis:
Generative AI can analyze vast amounts of data, identifying patterns and trends that can inform marketing strategy. This can help brands understand their target audience, stay ahead of competitors, and identify new opportunities.
- Social listening and sentiment analysis:
AI can monitor social media platforms, news articles, and forums to gauge public opinion and sentiment about a brand, product, or service. This information can help marketing teams respond to customer feedback and adjust their messaging accordingly.
- Predictive analytics:
Generative AI can help marketers forecast customer behavior and demand, enabling them to optimize pricing, inventory, and promotional strategies.
- Influencer marketing:
AI can help identify suitable influencers for a brand based on the influencer’s audience demographics, engagement rates, and other factors. This can help brands form more strategic and effective partnerships.
- Creativity augmentation:
AI can assist marketing professionals by generating creative ideas or providing inspiration for campaigns, allowing for more innovation and outside-the-box thinking.
A bit vanilla, sure. Maybe less personality that we might like, and perhaps a bit short on details and links, but not a bad summary. So: where’s the beef? What are the tools you can use today to help you grow your apps?
Here’s short list that I intend to keep adding to over time …
Generative AI tools for app growth and marketing
Generative AI for objects or people in your game
You would typically need some skill for game asset generation. With PixelVibe, you let the machine do all the work for you. And yeah, that can be people, props, concepts, environments, weapons, skins or clothing … even graphical user interfaces.
From Rosebud, the company behind Pixelvibe:
“Rosebud is building the AI Roblox. We will make it 1000X easier for a community of game devs to create and enjoy the games of their dreams … we believe all media creation will be done via generative methods in a few years.”
All is a big word. But maybe …
Generative AI for marketing copy
Writing copy for 500 different variations of my so good most awesomest app ever is soul-crushing. But only humans have souls, fortunately. Microsoft says AI can do it, thanks to its multi-billion dollar investment in Open AI and ChatGPT.
“Microsoft has begun to integrate models like GPT-4 and image generator Dall-E 2 from OpenAI, in which it has heavily invested, into its Azure enterprise cloud computing services. Microsoft has also partnered with Adobe to supply its language AI to help write marketing messages and photo captions within the latter’s marketing platform.”
In other words: there’s startups, and there’s enterprise. Both are building AI tools to automate marketing tasks.
Generative AI for personalized calls to action
Getting some of revenue via ads is great, but it also impacts your gameplay or app user experience. In-app purchases and especially subscriptions promise bigger rewards, but you need to appeal to people persuasively.
From Persado, the “Generative AI Platform to motivate every individual to engage and act:”
“Determine the messages that drive the highest levels of engagement and conversion through advanced decisioning and machine learning experimentation … uncover the nuanced narratives that resonate with your customers in specific scenarios across the entire journey … optimize the messages each customer receives with powerful set-and-forget adaptive technology.”
Almost scary, but very intriguing.
Generative AI for new app and game ideas
Coming up with creative ideas for new games is HARD. I mean, how many times can you do a merge meets battle meets puzzle meets dating game mashup? (Once was more than enough, apparently.)
So ask ChatGPT for new ideas for a unique game.
I just did, and the hundreds of thousands of GPUs at OpenAI came back with this super-geeky nerd gem: The Quantum Quest, a “puzzle adventure game that takes place in a world where players can manipulate the fundamental forces of quantum mechanics to progress through the game.”
(Interestingly, GPT-4 thinks “cut scenes” should be “cutscenes.”)
Definitely nerdy, but not too bad, either.
Generative AI for user and customer journeys
Figuring out and mapping customer journeys is complicated and tiresome. Get AI to do it, with Adobe’s Sensei platform.
“Get AI-enhanced capabilities in Adobe Journey Optimizer that are trained on customer journeys, offers, and experience events to increase engagement with customers.
Perhaps more enterprise-y, but will certainly have applications for dev ops tools and certain to hit tools like Braze and CleverTap soon enough.
Generative AI for copywriting that makes money
There’s a lot of story in some games. And a lot of times, you want to encourage users or players or customers to do something, click on a button, and part with some juicy cash.
So make copy that converts with AI.
“Technology like Phrasee is to copywriting what Photoshop was to design.”
Plus, of course, you can use something like this for ad copy generation.
Generative AI for videos
Videos can be hard to make and they cost a lot of money and time and focus. Make them instantly from plain text with generative AI.
Sure, these could be for marketing. But they could also be part of your app: sarcastic congratulations from Master Chief in a space battle game, soothing, calming, gentle and positive support in a meditation app, in-your-face screaming yelling Tony Robbins for a tech bro motivation app.
Think something like this:
“Our mission is to empower everyone to make video content – without cameras, microphones or studios. Using AI, we’re here to radically change the process of content creation and unleash human creativity for good.”
Deepfakes are some scary tech. But you can use them for good for characters you create in your apps.
Generative AI for music
A game without a soundtrack sucks. But musicians are expensive, and copyright-free stock riffs are pretty much that: stock. So create some cool jams with generative AI for music.
Maybe you can even generate a soundtrack that has always unique style to your game or app, but also adapts to individual players’ or users’ progress, actions, and success or failure.
“Musico’s engines can generate infinite melodies, beats and harmonies, blending autonomy and responsiveness to the creator’s input … we’re exploring the relation between music and narrative to develop a next generation soundtrack plugin for storytellers, game, and cross-media developers.”
A unique sound for your app that isn’t just one track endlessly looping? Novel idea, and one whose time has come.
Generative AI for clothes in a fashion or social game
Wearing the same thing all the time gets old fast, even in the metaverse. Give your in-game avatars more choice and more creativity with generative AI that’s completely free.
From ClothingGAN, a free repository on GitHub:
“ClothingGAN is able to generate clothing images and mix these images. While mixing, you can control which structure or style that you want the clothing to copy. Additionally, you can edit the generated clothing with several given attributes such as dark color, jacket, dress, or coat.”
In-app purchases, anyone?
Generative AI to create entire levels or worlds
There’s already procedural generation for infinite-scale games like No Man’s Sky. Upleveling that to full generative AI is the next step to making virtual spaces bigger, more detailed, more real, and more responsive to both game developer and user desires. That makes generative AI a key cog in enabling metaverse-style instant rooms, spaces, planets, or pretty much anything for MMORPGs.
Ready Player One isn’t going to build itself … or is it?
From a session at GDC 2023 with Roblox studio chief Stef Corazza:
“Roblox envisions a future where anyone can create anything, anywhere … the next step in this journey is leveraging AI to help professional game development studios push the limits of what’s possible on the platform—with high-fidelity experiences that reach a massive global audience of millions in seconds.”
This is probably just beyond the bleeding edge right now, but is likely to be a key component of game development and gameplay in 2024 and beyond.
There’s so much more …
There’s so much more. I’ll be adding more here over time as I see more (and let me know if there’s a key one I’m missing.)