Generative AI: Resources | Content Packages | Marketing Knowledge Center | ANA

Generative AI: Resources

Generative AI (gen AI) is a game-changer and disruptor. From ideation to image creation to testing capabilities, the ability for generative AI to enhance processes is almost endless. For many companies and marketing teams, this evolving technology can help teams become more agile, creative, scalable, and data-driven. 

According to ANA's AI Glossary, generative AI is "the field of artificial intelligence that focuses on creating new content based on existing data. For a CRM system, generative AI can be used to create a range of helpful outputs, from writing personalized marketing content, to generating synthetic data to test new features or strategies. For customers it means better and more targeted marketing content, which helps them get exactly the information they need and more. For marketing teams it means faster builds for marketing campaigns and sales motions, plus the ability to test out multiple strategies across synthetic data sets and optimize them before anything goes live."

Below are resources aimed to help you better utilize generative AI while also understanding the ethical and legal implications.

  • The Marketing Power and Legal Pitfalls of AI

    Event Recaps   July 18, 2023  

    Two legal experts from ReedSmith LLP provided a comprehensive overview of how marketers are benefitting from leveraging generative AI and machine learning. They also reviewed legal issues for marketers to consider when deploying this new technology.

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  • AI Marketing in Agency Scopes

    Event Recaps   June 27, 2023  

    Whether your company has begun experimenting with AI marketing or it is merely a topic of conversation, Joanne Davis walked through use cases of AI in marketing, how agencies are introducing this tool in their scopes, and what you can do to make sure it is leveraged responsibly in your marketing strategy.

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  • Marketing Prompts for Generative AI

    Pulse   June 22, 2023  

    This issue of Marketing Futures’ Pulse collects resources examining best practices for creating marketing prompts for use with generative AI.

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  • Leveraging AI for Marketing Success: A Guide for In-House Agencies

    Event Recaps   June 13, 2023  

    AI is a practical and readily available tool at the marketer's disposal. Today, marketing teams can leverage AI to develop content, increase their output, and bring capabilities in-house previously thought unattainable.

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  • A Chat with ChatGPT and Craig Stein of R3, pt II

    Marketing Futures Podcast   May 23, 2023  

    In part two of our interview with Craig Stein of R3 and the ChatGPT platform, we discuss real-life threats of AI, who “owns” ChatGPT’s answers, and whether there are things AI will never be able to do.

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  • The Boom in Generative AI

    Money Slides   May 23, 2023  

    Insider Intelligence shares data demonstrating the dramatic rise in investment in Generative AI since 2017.

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  • A Chat with ChatGPT and Craig Stein of R3

    Marketing Futures Podcast   May 16, 2023  

    Craig Stein of R3 joined the Marketing Futures podcast to discuss generative AI in the first of this two-part series. Also joining the pod? ChatGPT itself! Hear what the AI platform thinks its role should be in marketing.

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  • AI Marketing: Q&A with R/GA’s Michael Olaye

    Pulse   May 15, 2023  

    Artificial Intelligence (AI) is making a solid case for the marketing term of the year. AI has captured the attention of marketers worldwide for its potential to create efficiencies, build meaningful connections with consumers at scale, and introduce capabilities previously thought unattainable.

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  • Why Focusing on ChatGPT Will Lead Marketers Astray

    Leading Edge   April 19, 2023  

    We’re now living in a time when artificial intelligence (AI) has become a part of many of our daily lives – and it’s only the beginning. ChatGPT, a generative AI chatbot developed by OpenAI late last year, is now widely available and has opened the floodgates to what’s possible. Just weeks after launching, ChatGPT attracted a jaw-dropping 100 million users and became the fastest-growing consumer application in history.

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  • AI Language Generation and the Marketing Function

    Event Recaps   March 16, 2023  

    Katrin Ribant, CEO at Multifaktorial, and Michael Berberich, ANA Marketing Futures Committee leader, discussed ChatGPT’s potential to transform the way brands communicate with customers and explored whether AI will ever take marketers’ jobs.

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  • The Future of AI in Advertising and Client/Agency Relationships

    Knowledge Partners   March 7, 2023  

    Bruno Gralpois of Agency Mania Solutions surveys the opportunities and challenges that Artificial Intelligence presents advertisers and their agencies. Gralpois concludes with a series of questions that brands should pose to agencies that use AI as a tool in their work.

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  • How Will Generative AI Affect CRM?

    Event Recaps   February 8, 2023  

    Paul Aaron, co-founder of and CEO at Addition, a generative AI partner, discussed the advantages AI lies poised to offer email marketers.

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  • ChatGPT: Effects on Search and Usefulness for Marketers

    Pulse   January 18, 2023  

    If your team has been looking for a way to use AI more to support creative strategy, ChatGPT may actually be helpful for you. While it may seem counterintuitive to have an AI chatbot enhance creativity, the technology can help gather data, research, use the dialogue to plan campaigns and meetings, headlines, key words, copy, and images.

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