Calculate funnel metrics based on defined outcomes.
Create targets per channel / geo / etc.
General
Demand Gen
Data Generation
Growblocks
High
Medium
Although valuable, this activity is typically done yearly or quarterly at most and doesn't consume a lot of time.
Suggest OKRs based on defined business goals.
Write a first draft of OKRs.
General
Ideation
Text Generation
ChatGPT
Copy AI
Medium
Low
Suggestions may be of limited value without providing a great deal of business context in the prompt.
AI currently has low ability to come up with original ideas.
This use case arguably outsources too much decision-making to AI.
Provide input on strategy.
Create first draft of strategy docs.
General
Ideation
Text Generation
ChatGPT
Copy AI
Medium
Low
Suggestions may be of limited value without providing a great deal of business context in the prompt.
AI currently has low ability to come up with original ideas.
This use case arguably outsources too much decision-making to AI.
Analyze unstructured text (transcripts, social posts) and identify patterns (e.g., common pain points, feature requests, jobs to be done).
Product Marketing
Content
Text Analysis
Web Scraping
ChatGPT
Zapier
Workato
Copy AI
Tray
High
High
All commercial LLMs have the capability to analyze text and summarize / extract insights.
The challenge of doing it at scale (e.g., analyze 1,000 Gong calls vs. one call) becomes a workflow issue. You either need to collect the raw data and process it in batch (e.g., PandaChat) or send each individual record through a workflow for analysis (e.g., Zapier/Workato) and product results than can be aggregated and analyzed quantitatively.
Analyze competitor websites and social posts to reverse engineer product and content strategy.
Analyze sales calls to identify competitive weaknesses and strengths.
Product Marketing
Content
Text Analysis
Web Scraping
Browse AI
High
High
Analyze opportunity data (calls, Salesforce fields etc.) to identify issues and suggest improvements.
Product Marketing
Text Analysis
Data Analysis
ChatGPT
High
High
Analyze competitive space.
Write positioning statement.
Product Marketing
Text Analysis
Web Scraping
Text Generation
ChatGPT
Copy AI
High
Low
AI currently has low ability to come up with original ideas.
Given a list of product features and benefits, write copy for use on a website or elsewhere.
Product Marketing
Text Analysis
Text Generation
ChatGPT
Copy AI
Jasper
High
Low
AI currently has low ability to come up with original ideas.
Generate variants for website copy.
Automatically define segments and allocate traffic in tests.
Product Marketing
Website
Text Generation
Data Analysis
Workflow Automation
Intellimize
Optimizely
High
Medium
AI message generation may be more effective in the context of a business-specific and data-rich testing environment, where the model can quickly test and evaluate large numbers of variations.
AI could be an effective way to create hyper-focused segments and display an appropriate variant.
Logo generation
Brand kit generation
Brand
Image / Design Generation
Looka
High
Medium
AI currently has low ability to come up with original ideas.
Create example designs based on prompts
Build a website (design and code) based on prompts
Website
Brand
Image / Design Generation
Code Generation
Midjourney
DALL-E
OpenArt
Wix
Galileo
Medium
Medium
Image generators can create suggested designs based on prompts. Designs are not a polished finished project, more useful at best as inspiration for a designer.
Wix has the most advanced prompt-to-website tool that I could find but still seemed half-baked.
Generate feature images for blogs, social media, websites,
Website
Content
Image / Design Generation
Midjourney
DALL-E
OpenArt
High
High
Convert a design asset into a coded web page
Website
Code Generation
Fronty
Teleport HQ
Builder.io
High
Medium
Some code generators appear quite polished (Builder.io stands out) and may represent a significant efficiency gain in a developer's workflow.
Provide topic ideas for content based on prompts
Content
Text Generation
ChatGPT
Copy AI
Jasper
High
Low
AI currently has low ability to come up with original ideas.
Topics suggested are generic / unoriginal and unlikely to have an impact outside of commodity SEO articles.
Generate blog posts, social posts, etc. based on prompts
Content
Text Generation
ChatGPT
Copy AI
Jasper
SEO.ai
High
Low
AI currently has low ability to come up with original ideas.
Content generally feels "thin" and generic.
Proofread content for errors
Suggest revisions for clarity and readability
Provide feedback and analyze options based on different crit
Content
Text Analysis
Workflow Automation
ChatGPT
Grammarly
High
Medium
Automate transcription of audio / video content.
Improve sound and video quality.
Create shareable clips in different formats for social media.
Content
Workflow Automation
Text Generation
Descript
Riverside FM
Vidyo.ai
OpusClip
Medium
High
There are many options available today for these applications, with the potential to save a great deal of time.
In my experience the technology is imperfect however. For example, removing "ums" and "uhs" in Descript often results in clipping part of an adjacent word, as does automatically shortening word gaps.
Generate keyword ideas using prompts
Demand Gen
Text Generation
ChatGPT
SEO.ai
High
Medium
May provide some useful ideas, but doesn't include other data points like competition and estimated search volume. So this is more of a preliminary step before using tools like Semrush.
Generate paid ad copy using prompts
Demand Gen
Text Generation
ChatGPT
Semrush AI Ad Copy Generator
Jasper
Google Ads (automatically created assets)
Albert
High
Low
AI currently has low ability to come up with original ideas.
Content generally feels "thin" and generic.
Create display and paid social ad designs based on prompts and existing design asset
Demand Gen
Image / Design Generation
AdCreative.ai
Creatopy
High
Medium
AI currently has low ability to come up with original ideas.
Content in my tests felt weak but could perhaps take the place of a designer in the hands of a more experienced user.
Create campaigns in ad platforms.
Demand Gen
Workflow Automation
Albert
Medium
Medium
Albert claims the ability to create campaigns in platforms - haven't tested this yet.
Impact depends on how much time currently spent doing this task, which could be considerable for an enterprise.
Automatically test variants of ads to improve performance.
Automatically optimize bids to maximize performance and efficiency.
Demand Gen
Workflow Automation
Text Generation
Google Ads (automatically created assets)
Google Ads (smart bid management)
Acquisio
BrightBid
Albert
High
High
Build lead routing rules via natural language prompts instead of complex system configuration.
More flexibly handle exceptions and learn from lead rejection.
Operations
Workflow Automation
ChatGPT
Zapier
Tray
Workato
Low
Low
Given a set of rules, you could submit a lead's data to ChatGPT via a workflow tool to determine how it should be routed and then hand it off to an appropriate queue or team.
Interesting use case but not hugely impactful unless there is a lot of routing complexity.
Also difficult to manage until you have a more purpose-built solution, in my opinion.
Normalize and cleanse data based on natural language prompts instead of complex system configuration.
Operations
Workflow Automation
Low
Medium
Given a set of rules, you could submit a lead's data to ChatGPT via a workflow tool and receive back clean data to update the lead record.
Could result in significantly cleaner data vs. the time and complexity of creating rules-based systems.
Personalize emails for different segments.
Auto-generate email copy.
Send a "next best email"
Operations
Demand Gen
Workflow Automation
Text Analysis
Optimove
6sense
Low
Medium
Feasibility for most B2B platforms seems low, although 6sense offers conversational email - more of a BDR-replacement use case.
For B2C, Optimove has some interesting features today.
Impact depends on efficacy of emails. Use case here seems more powerful for B2C (e.g., show me the pair of pants I'm likely to buy) vs. B2B, which has a lot more nuance.
I believe content from expert thought leaders is better than superficial persona/industry personalization.
Identify best fit leads/accounts
Identify high intent leads/acc
Operations
Demand Gen
Data Analysis
6sense
MadKudu
High
High
Perhaps the first broadly available "AI" use case in marketing (was called "Predictive Scoring" at the time)
Automatically generate documentation of a process via screen recording.
Operations
Workflow Automation
Scribe
High
High
Generate "if this, then that" style workflows via natural language prompts instead of system configuration.
Operations
Workflow Automation
Zapier
Workato
Tray
Medium
Medium
Works fine today for simple use cases but gets wonky on more complex ones.
There is a "last mile" issue in that the user still needs expertise to evaluate, debug, and correct the workflow.
Still potentially saves time.
Leverage AI LLMs inside automated workflows
Operations
Workflow Automation
Zapier
Copy AI
Workato
Tray
High
High
Many AI use cases still require manual interaction with an application, but by embedding AI inside existing automated workflow builders, you can build truly lights-out processes.
Analyze data sets and surface summarized insights in natural language.
Proactively deliver insights to the right people at the right time.
Operations
Data Analysis
Data Generation
ThoughtSpot
Alteryx
ChatSpot
Growblocks
Tableau Pulse
Mogi
High
High
Generate reports using natural language prompts instead of system configuration.
Operations
Data Analysis
Data Generation
ThoughtSpot
Alteryx
ChatSpot
High
High
Forecast future business results based on current performance.
Act as an early-warning system by identifying specific issues in the funnel and highlighting them.
Operations
Demand Gen
Data Analysis
Growblocks
High
High
Create email design based on text prompts
Operations
Demand Gen
Image / Design Generation
Midjourney
DALL-E
OpenArt
Wix
Galileo
Medium
Low
Image generators can create suggested designs based on prompts. Designs are not a polished finished project, more useful at best as inspiration for a designer.
Write email copy based on text prompts
Operations
Demand Gen
Text Generation
ChatGPT
Copy AI
Jasper
SEO.ai
High
Low
AI currently has low ability to come up with original ideas.
Content generally feels "thin" and generic.
Generate emails in platforms based on a text input or design file
Operations
Demand Gen
Workflow Automation
Code Generation
Low
Medium
I couldn't find any applications doing this today, but the time-saving potential is strong.
Identify the best audience for a particular communication based on a description of the business goal vs. apply rule-based filters
Operations
Demand Gen
Workflow Automation
Adobe Marketo Engage
Optimove
Medium
Medium
Marketo "Predictive Audiences" has been doing this for some time, although not widely adopted.
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