Tag: AI

How content producers can use AI in digital marketing

Do you want to use AI to create better content? There’s no doubt that content production is getting more complex every day. It’s getting hard to get noticed on social media. Your inbox is packed with repetitive messages, and you must fight against a massive crowd to get people to read your content. And then there’s the problem of creating high-value content—it takes time and effort that many content producers and social media managers don’t have. Wouldn’t it be great if AI could help you?

Yes, it would! Today I’ll dive into how AI can produce better content for you than any human could ever do.

Use AI to create better text content

 

Fun fact – The text above was created for me in under 2 minutes using Copy.AI. All I had to do was explain what I wanted to write and what information the introduction should contain. 

 

 

Original text:
Topic of the blog post: How can content producers use AI in marketing?
A few key points:
Common problem: It’s getting harder to get noticed on social media. The content needs to be engaging, informative and stand out from the massive crowd. Creating high-value content takes time and effort that many content producers and social. media managers don’t have.
What to expect from the blog post: An introduction to how you can use AI to create better content.
Ask: Do you think AI can produce better content than you?

Impressive, right?

But what is AI? 

Artificial intelligence can be used by businesses to, for example, inform customers about their products, provide personalized alternatives, and understand their customers better.¹ Businesses and content creators also use Ai when creating content for campaigns and digital marketing, such as copywriting (copy.ai), graphic design (graphicdesign.ai) and even photography (dall-e 2). 

And why is high-value content important?

Creating content is time-consuming but necessary to maintain connections online. A study by Kenzie Burchell² shows that social media users feel disconnected from people who use the same social media platform but for different reasons than themselves. And a study by Stina Bengtsson and Sofia Johansson³ shows that young social media users in Sweden “unfollow” other social media users to whom they don’t feel connected. They “unfollow” users that they are not inspired by, and users make them feel “the wrong thing”.

A study by Nicolas Hamelin, Sameh Ai-Shihabi, Sara Quach and Park Thaichon in 2022⁴ showed that the company logo and brand name aren’t as important as the photographs and information used in advertisements. According to the study, we can assume that it is more important now than ever to create high-value content offline and online. With 96% of 20 to 30-year-old Swedes using social media daily³, this is also very important online. Businesses should focus on creating lively entertainment to strengthen their relationships on social media. ⁵ By using pictures and text to evoke emotions, you affect how your customers receive your content. How successful you are in evoking emotions in your customers can be measured with, for example, likes and engagement rates.

It’s time to embrace AI
– Nobert Wirth

How can you use AI in content creation?

Artificial Intelligence can help digital marketers achieve big things. ⁶ New AI applications are appearing on the market constantly. An AI application should be able to learn, reason, predict and plan. With this, you can use AI to create better content, for example, text production, image editing⁷ and video production. AI solutions are already replacing human knowledge in online targeting and dynamic attribution. ⁷ 

Here are four different ways you can use AI to create better content:

  1. Copywriting.
    1. AI can be used to create simple text but also more complicated ones. You can use AI to write text for your Instagram och blog post, create content for your website and even write difficult e-mails.
  2. Proofread your content
    1. You can also use AI to proofread the content that you have created. Having AI proofread your text is an easy and fast way to check your grammar and even get suggestions on making your text easier to read. Another fun fact; this text was proofread by Grammarly, which helped me make the text easier to read = better SEO points, YEY!

     

  3. Edit your photos

    You can use AI to get beautiful and professional-looking results quickly. Some apps can edit the light and colours and even delete unwanted things from the photo. Using Dall-e 2 you can create an image from scratch without leaving your home.

    Use Ai to create a photo of a dog in a hotel bed

  4. Edit videos

You can use AI to create new videos and edit your own. Ai can, for example, be used to match the colours of your video clips and cut your video clips so that the transitions are smoother. And just like photos, Ai can create new videos from scratch (more on the negative aspects of this later).

So… Should you use it?

Social media can negatively impact entrepreneurs⁸ and social media and marketing managers. Social media is becoming a big part of our lives, and social media connections require more time and attention than ever before⁸. A study on by Fakhar Shahzad, Adnan Fateh, Raja Suzana, Raja Kasim, Kashif Akram & Sheikh Farhan Ashraf showed that entrepreneurs with many social media followers are spending more and more time maintaining their connections. According to the study, female entrepreneurs feel stressed when they cannot keep their social media at the required level. Also, a study by Faseeh Amin and Mohammad Furqan Khan⁹ shows that people who are concerned about their number of likes and followers on social media are more stressed due to social media. It also shows that people who are dependent on social media platforms are more likely to feel stressed than others.

From the studies mentioned above, we can conclude that social media managers and marketers feel stressed when they have less time to create content and maintain relationships with their customers on social media. By using AI to help you write engaging Instagram captions and create eye-catching graphics, you’ll have more time to engage with your followers, build relationships and drive traffic to your social media accounts. And since social media platforms work best when used as a tool to communicate with your customers¹⁰, you should use more time to engage and communicate instead of just creating the content.

What can be the negative impacts of AI-produced content?

Remembering the negative impacts AI can have on content production is crucial. You can even create fake videos and photos of people doing things that they haven’t done¹ which, in my opinion, isn’t ethical at all. It can be challenging to notice if an AI-made video is fake, and it can be very dangerous. Fake videos made by AI are used in, for example, political campaigns.

Leave your opinion in the comments!

In my opinion, AI applications like Grammarly, Copy.Ai, and Adobe Sensei are great additions to a content producer’s toolbox. In my experience, content production can be highly time-consuming. Creating engaging content for over five social media accounts daily can be challenging. Having the chance to use AI to create better content is always welcome. With that said, it is essential to use them ethically. For example, I don’t think creating false pictures of a destination or business is ethical. My question is… If you use AI when creating content, does it mean that the content is no longer yours, or are these just more tools for the content producer’s toolbox to make even better content?

So what do you think? Is AI something you consider using when creating content for your next marketing campaign?

Sources:

¹ Patrick Van Esch and J. Stewart Black (2021), Artificial Intelligence (AI): Revolutionizing Digital Marketing 

² Kenzie Burchell (2017), Everyday communication management and perceptions of use: How media users limit and shape their social world 

³Stina Bengtsson and Sofia Johansson (2022), The Meanings of Social Media Use in Everyday Life: Filling Empty Slots, Everyday Transformations, and Mood Management 

⁴Nicolas Hamelin, Sameh Al-Shihabi, Sara Quach and Park Thaichon (2022), Forecasting Advertisement Effectiveness: Neuroscience and Data Envelopment Analysis 

⁵Xi Chen, Chunlan Jiao, Ran Ji and You Li (2021), Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience 

⁶Mithun S. Ullal, Iqbal Thonse Hawaldar, Rashmi Soni and Mohammed Nadeem (2021), The Role of Machine Learning in Digital Marketing 

⁷Nobert Wirth (2018), Hello marketing, what can artificial intelligence help you with? 

⁸Fakhar Shahzad, Adnan Fateh, Raja Suzana Kasim, Kashif Akram and Sheikh Farhan Ashraf (2021), Late-Night Use of Social Media and Cognitive Engagement of Female Entrepreneurs: A Stressor–Strain–Outcome Perspective

⁹Faseeh Amin and Mohammad Furqan Khan (2020), Online Reputation and Stress: Discovering the Dark Side of Social Media

¹⁰Amir Zaib Abbasi, Raouf Ahmad Rather, Ding Hooi Ting, Saima Nasir, Khalil Hussain, Muddasar Ghani Khwaja and Amjad Shamin (2022), Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach 

Does AI in tourism have unlimited possibilities?

Does AI in tourism have unlimited possibilities?

Are all possibilities positive? Will there be a new level of crime, automation and robots displace workers and ICT has stifled human interaction?

Are we ending up in a circle of choises or does this lead us to pilgrimage unknown paths? Have hardcore tourist ended up to be unsung hero of software tourism?

Pixabay
Pixabay

During era of 21st century Artificial Intelligence has made dramatic changes. Tourism has been one of fastest growing industries. Between 2005 to 2015 it has made global change of international tourists from 528 million to 1.19 billion visitors. Most of this increase is studied to be result of digital marketing and would exceed 800 million crosses by the year of 2020. Some studies have been made with some major operators like Google Travel or Trip Advisor and was found out that 85% of the customer used AI serviced during reservation process.¹ Compass to navigate through all these options needs lot of effort, when you have too much to choose from and endless options, I wonder will it start to be harder to makes actual decision.

 

Internet of Things IoT is in key role of all these possibilities that include electronic shopping guides, self-guided tours, electronic navigation, fast data processing combined secure online payment systems giving tourists endless possibilities to plan and execute travels from anywhere and anytime. With all the information available, tourism management sector can provide all the useful data all the way to destinations and local governments, so things are made efficiently.² Here we come to the question how efficiently and effortless should it be or is the actual tour guide still giving extra value to that moment, not to forget if something happens, there is always some one to help or at least knowing where to get help.

 

 

Main role and the star of the show is of course tourists. It has been welcoming sight from both sides of the parties, the service providers and tourism marketing travelers. This leads to better understanding of customer need, by providing more simpler and quicker tourism production, change to conquers wider market and option for destinations to grow independently when they are no longer under the mercy of tour operators. Web marketing is the most cost-effective way to gain access to the customers and provide multiple options for theirs to choose.³

Pixabay

Lord of the holidays sounds like I have American black master card to rule them all and yes, money do make things possible, and it works vice versa.

 

Time of Covid-19 world was basically lock down. Tourism and hospitality were a business that took the biggest hit of all, including flight operators and everything else. Drop in sales was 51% and total of 2.86 trillion U.S dollars. People had more time and they started to use more social media platforms for information, including travel-based apps for more need of more open information from real people, not from google and basic tv news. Many tourists were hold in their hotels as quarantine stations. This gathered data will help tourism businesses to prepare in case of next major happening, but also it has taught improvision and forcing them to find new solutions to keep business alive.⁴ With sustainability in mind digitalization offers chance to overcome the markets for enterprises that had lots of restrictions. Government still has vital role of supporting XR based solutions. ⁶

Fantasy, Virtual Reality, Vr, Vr Glasses
Pixabay

During Covid-19 tourism came to halt and gave time to different destinations to think how to proceed. People from Amsterdam voted that they would rather focus on quality tourism instead of mass tourism. This though will affect to similar cities which most of the money revenue comes from tourists. Over tourism of course will create needs of accommodation and restaurants etc. but also unwanted social acts start to happen like assaults, robberies, money laundry and drug trafficking. ICT gives destinations and smart cities better awareness of present tourism situation at the location so number of police officers can be temporarily increased. ⁹

 

One example, study shows that ICT has leverage to promote agricultural and rural tourism since ICT plays big role in agribusiness and local development. That way farmers can promote their services directly without travel agencies, giving them better profit and control of tourism markets. By time of writing research were most other tourism genres using lot of ICT in their promotion but those small operators at cultural field having lack of money and expertise to use these methods. Taking e-tourism to part of rural tourism enables preserving and balancing to be achievable equation between these two. ⁷

 

Internet began the era when it was key to access to information and it did not happen more than some years ago around 2010 when it changed to be necessity to engage for people. It has been said that if you are not online, you do not exist and for businesses it is true. Measured by citations at tourism studies, digitalization is the largest field and increasing year by year. When these studies are taken to the practice ICT and AI enables to observe customers pre order, on the time and postal ways to make decisions. ⁸

 

We must remember if it is too good to be true, usually it is not true. This also the case of AI too. All these positive things mentioned before in this blog are followed by some critical things to keep in mind. Research done by TripAdvisor shows results of job loss, security issues, privacy concerns and loss of human contact, that might be side effect of technology where AI is involved. AI is in, even huge leaps that has been done in early stage now and it takes several years if not more to solve these unwanted little side effects. ¹⁰

Looking the future scenarios from the customer’s perspective, AI will allow them to prepare their travels more faster, with significantly lower transaction costs and a fully personalized package that suits their needs and interests. They will receive predictive offers that fit their requirements. During the trip, technologies will help tourists to navigate unknown environments seamlessly, reducing the anxiety and fear of the unknown. Language and cultural differences will not be barriers to tourism, but an additional attraction instead. 11
There is almost a vortex in tourism industry how it will operate in the future and most likely we see much more human-AI robots interaction. This may come in form of service consepts or hospitality. Not even AI aircrafts to transfer commercial tourist is not far in the future.

Depending on the purpose of the travel, to destination, it varies how much human based services you encounter, wanted or not. Even remote places it is useful to know nearest hospital and grouser store, little about up coming weather and know a person to ask help from. Still help of ICT companies that use it, can overtake through multiple tasks like online booking and free their staff to serve you better. ⁵ So, I think AI is here to stay and provide many yet unknown possibilities to tourism.  “To bot or not to bot” Would maybe Shakespeare ask in a play today.

 

Pixabay

 

References

  1. Samala, N., Katkam, B.S., Bellamkonda, R.S. and Rodriguez, R.V. (2022), “Impact of AI and robotics in the tourism sector: a critical insight”, Journal of Tourism Futures, Vol. 8 No. 1, 73-87.

 

  1. Wang et al., “Realizing the Potential of the Internet of Things for Smart Tourism with 5G and AI,” in IEEE Network, vol. 34, no. 6, 295-301

 

  1. Nikoli, G., & Lazakidou Α. (2019). The Impact of Information and Communication Technology on the Tourism Sector. Almatourism – Journal of Tourism, Culture and Territorial Development, 10(19), 45–68.

 

  1. Abbas J, Hassan S, Mubeen R, Zhenhuan L, Wang D (2022) Tourists’ Health Risk Threats Amid COVID-19 Era: Role of Technology Innovation, Transformation, and Recovery Implications for Sustainable Tourism

 

  1. Bethapudi A (2013 )The role of ICT in tourism industry National Institute of Tourism & Hospitality Management, Telecom Nagar, Gachibowli, Hyderabad, A.P., India JOURNAL OF APPLIED ECONOMICS AND BUSINESS, VOL.1, ISSUE 4 – DECEMBER, PP. 67-79
  2. Andrei O, Kwok J (2020) COVID-19 and Extended Reality (XR) 1935-1940

7. Shanker D (2008) ICT and Tourism: Challenges and Opportunities, Conference on Tourism in India – Challenges Ahead, 15-17

  1. Gössling S (2020) Tourism, technology and ICT: a critical review of affordances and concessions 733-750
  2. Lee P,Cannon ,Hunter W and Chung N (2020) Smart tourism city: Developments and transformations, Smart tourism city roles

 

    1. Grunder L, Neuhofer B (2020) The bright and dark sides of artificial
      intelligence: A futures perspective on tourist destination experiences Journal of destination marketing & management 18 November 2020, 3-4
    2. Bulchand-Gidumal J (2020) Impact of Artificial Intelligence in Travel, Tourism, and Hospitality. Hand book of E-tourism. Springer, 17