AI tools in marketing: How technology is changing the market

Customised, target group-oriented communication dominates modern marketing. As an award-winning Munich-based communications consultancy and full-service agency, Evernine has perfected this practice. By integrating advanced AI tools such as ChatGPT, Adobe Firefly and others, Evernine continues to optimise account-based marketing (ABM) services to better meet the specific needs of B2B clients.

The generational differences in communication, particularly between Generation Z and the baby boomers, show the need for a differentiated approach. While the informal ‘you’ predominates in social media, it can seem out of place in more traditional advertising formats. These distinctions are also reflected in the use of different social media by different age groups, which is crucial for targeted marketing communication.

 Challenges and opportunities of AI-generated content

The challenges and opportunities offered by AI-generated texts are evident. Evernine uses generative artificial intelligence to create content that is not only linguistically but also content-wise customised to the target group. Evernine attaches great importance to careful quality control in order to avoid misinformation and inaccuracies. After all, the AI's answers or content are only as good as the questions or tasks (prompts) in the input bar.

Evernine uses the intelligent tool, coupled with its experience and expertise as a full-service agency, to generate more reach for clients and successfully realise design goals, as this article shows.

 Other proven AI-supported marketing tools used by Evernine

AdCreative.ai is one of the most widely used AI tools for advertising, which delivers data-driven optimal results and is said to increase conversion rates by up to 14 per cent. 95 per cent of users report an improvement in their click rates in the first month. The tool, which is used by Amazon, Microsoft, Siemens and Adidas, among others, supports the creation of images and videos, texts, headlines and posts in social networks. It can also track the results or insights and compare them with those of the respective competitors.

MoEngage increases engagement with AI-supported insights, but it can also test omnichannel journeys to automatically find the path with the highest conversion. It also optimises click-through rates by sending the right message at the right time and identifies and reaches suitable target groups based on data (targeting) by personalising messaging and optimising it based on previous interactions. Customers include Citibank and Telekom.

Anyword analyses content published on social media and provides insights into which content works best on which platform and under which conditions. The tool also creates corresponding forecasts based on previous performance values. In addition, Anyword can also adapt content to the desired ‘tone of voice’ and segment and personalise target groups based on data in order to create targeted, engagement-optimised social media texts. Customers include big names such as Amazon, Sony and Informa.

 2024 is the year of AI!