When ChatGPT launched back in 2022, kicking off the generative AI boom, marketers were left wondering about its long-term impact on content marketing. Now, with the two-year mark approaching, a clearer picture is starting to emerge of the new AI-driven content landscape. Most marketing teams are now actively using gen AI to plan, create and distribute content at scale. In its latest B2B benchmark report, the Content Marketing Institute (CMI) reported that just 28 percent of respondents say they do not use gen AI tools at all – a figure that is certain to shrink as AI integrates deeper into content workflows. As VC provider Andreesson Horowitz pointed out in a recent post, marketing is well-suited for adopting gen AI as an “iterative, creative, and dynamic practice that relies on the types of media — texts, images, video — that have driven LLM development.” Andreesson Horowitz predicts that as AI integrates further with marketing, tasks such as copywriting may eventually transition from a tool to an automated team. “Right now, we’re still mostly in the early innings of this phase, but companies are starting to expand into workflows,” the firm explained. “As agent capabilities improve, the placement, publishing, and optimization of a marketing channel will happen autonomously, and the automated marketing team won’t be far off from there.” The shift to full marketing automation will be an ongoing transformation, occurring over the next several years – if it even comes to fruition. It is safe to assume that many marketing departments will struggle to reach a level of advanced CHANNEL MANAGEMENT to 8 Years to 6 Years to 3 Years ow (0 to 1 Years) ow edium igh ery High Most Frequent Type of Incidents Requiring IT Team’s Efforts Source: Enterprise Strategy Group; Viavi Solutions Exploration 45% nt e Security incidents Network infrastructure indicents Software incidents Data incidents User account and access incidents Server performance related incidents Installation and configuration problem Hardware incidents Accurate domain isolation 51% 44% 42% 37% 35% 33% 31% 31% 28% What have been the biggest challenges to your IT team in Q1 2024? Source: Jumpcloud Managing multiple points solutions Ongoing management of remote workers Device management Cost of solutions required to make remote work happen Increased work burden Security Compliance New services/application rollouts 10% 20% 30% 40% 50% 60% 37% 34% 39% 41% 36% 60% 31% 42% The Evolution of AI in Copywriting Source: Andreesson Horowitz Co-Pilot Goal Create copy for use Publish and optimize performance of copy Hit sales goals by optimizing copy across all channels and formats Action Marketing Agent Autonomous Marketing Team Copy Copy Images UI Website Ads Email/Lead Gen 44 CHANNELVISION | JULY - AUGUST 2024 By Gerald Baldino Differe Same Content marketing is changing, but the objective is the same
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