• by Todd Wasserman , April 26, 2023

ChatGPT just arrived a few months ago, but the implications of generative AI can seem confounding to the average marketer.

Here are a few ways marketers have found to use generative so far in 2023:

Image generation: Tools such as Rosebud.ai and Midjourney can generate multiple versions of the same ad to try on various audiences. Notably, Heinz used OpenAI’s Dall-E 2 to create images of ketchup and it did so in a memorable fashion, in which all the images looked like Heinz bottles.

Personalization: Using the traditional methods, creating personalized campaigns is often too much work, but generative AI has the promise of making personalization much easier. For instance, Regie.ai, a generative AI software-as-a-service platform, recently announced Rapid Writer, which uses generative AI to personalize cold email creation.

To power chatbots: MasterCard and Allstate are using ChatGTP to provide personalized recommendations by analyzing consumer behavior. Unfortunately, ChatGPT was hit by a bug in March that exposed some users’ personal information and chatlogs. Duolingo, the language-learning app, is also using ChatGPT to explain why an answer is right or wrong and get examples and better clarification.

To aid online shopping: Both Shopify and Instacart have added ChatGPT to their apps. For store owners who use Shopify, the app lets them write SEO-friendly blogs to promote themselves and create product descriptions. Instacart uses ChatGPT to answer questions under its “Ask Instacart” feature.