Your AI use cases could be right and wrong

Use this approach to determine which ones to pitch [View Message in Browser]( / [Add Us to Safe Sender List]( WEEKLY NEWS 4.12.24 WEEKLY NEWS 4.12.24   FEATURED [How to Adapt Your SEO and Content Strategies for SGE and AI Experiences]( By Jim Yu Google’s rolling out Search Generative Experience to the public. But that’s not the only AI-influenced impact on search results pages. It’s time to update your content strategy to better reflect these new search realities. [Read more](  SPONSORED CONTENT Elevate Your Content With Trusted Data Get stats that support your messaging — fast. Search Salesforce's Stat Library by keyword, industry, and role to pinpoint the right research on AI, digital transformation, consumer insights, and more. Enrich your content with free, authoritative proof points. [Get free stats »](  READ OR LISTEN TO MORE STORIES FROM THIS WEEK: [How To Get Unstuck With Generative AI in Your Content and Marketing]( by Robert Rose Generative AI isn’t serving marketers well. All the options make it easy to apply, but all the options make it more difficult to decide what to do. To help, use this categorization chart that looks at capabilities and efficiencies. [How To Set Up a Content Publishing Process Worthy of Repetition]( by Ann Gynn Content creation gets a lot of attention. But it can’t attract an audience without all the behind-the-scenes work that goes into content publishing. Walk step by step through a content production process that has worked well for over 10 years. [Why Marketers Should Care About Google’s Potential HubSpot Acquisition]( by Content Marketing Institute Team Google’s may buy HubSpot. But how likely is it the deal will get done? Why would Google want HubSpot? What would it mean for HubSpot customers? Understand the possibilities and take away the one reality for every marketer. [ICYMI: Does AI Do ‘More’ Or ‘Less With More’ in Your Content Strategy?]( by Robert Rose Being asked to use AI to “do more with less” isn’t as easy as it sounds. It all rests on whether you emphasize “more” or “less.” Learn what that means for incorporating AI in your marketing strategy.  A NOTE FROM ROBERT ROSE Unstick where you land on AI use Feeling stuck with generative AI? Here’s a way to get unstuck. I’d like to ask you to think about two questions. First, did you see the new movie Ghostbusters: Frozen Empire? If you didn’t, think about the last movie you saw (for me, it was the remake of Road House — ugh). Did you like it? I reference Ghostbusters only because it scored poorly among critics (44% on Rotten Tomatoes) vs. audiences (84%). Additionally, Ghostbusters scored well at the box office, hitting $45 million in revenue in its first weeks of release. But here’s the thing: Whether you thought the movie was wonderful or awful — you’re right, and you’re wrong. Even the data can’t tell you if you’re correct. If you loved the recent action spy movie Argylle, the data — box office, critics, and audience reviews — would say you’re wrong. But if you respond with, “But Henry Cavill,” you’re not wrong. Now, the second question: If you’re experimenting with generative AI to create your marketing content, do you believe you get consistently valuable results, decent but not great results, or poor results? I’ve asked this question of a few audiences lately, and most people pick the middle — consistently decent but not great. However, independent of your answer, I know one thing. You’re all wrong. And you’re all right. It’s all a matter of perspective. All marketing content is like a movie. What moves you may not move me. The data may say your content is successful, but whether an individual values or is motivated by it is subjective. For example, [a recent talk]( included a conversation about a bank that approached an AI company with 500 use cases that it wanted to apply to large language models. Yep, they’re stuck. I find the trend pervasive. Companies of all sizes search for the right uses of generative AI. Leadership places extreme pressure on their teams to find "efficiency” and “usefulness” from generative AI. It’s so new and so innovative; there MUST be something you can do with it. Every swipe of a social media feed, podcast episode, webinar, or industry event turns up uses for generative AI. It’s hard to keep up with all the possibilities because every day someone comes up with something you’re not doing. But is generative AI serving marketers? It’s not, which is why you feel stuck. It’s a classic paradox of choice. You think having so many use cases to choose from makes it easier to apply generative AI to your content and marketing, but it really makes it more difficult to decide which applications to use. In [Rose-Colored Glasses]( this week, I share how I’ve helped clients get unstuck with generative AI by using a structured approach to assembling use cases. The process can help you understand where to prioritize so the implementations you pitch align with your leadership’s expectations of value. Give it a try — [I’d love to hear]( what you think about it. Either way, remember: It’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here.  A WORD FROM ONE OF OUR SPONSORS Unlock the Future of Content: Dive Into Our Free AI E-Book Today! Discover the power of AI in transforming content creation and distribution. Explore practical insights, case studies, and expert tips. Download your free copy now and stay ahead in the digital landscape. [Ready to embrace the future? Download your AI e-book now! »](  MORE FROM CMI Content Marketing Awards: Three Days Left to Save Now’s your chance to shine — and save! Early Bird pricing ends this Sunday for CMI’s Content Marketing Awards, the largest and longest-running international recognition program for content marketing excellence. If you delivered an inspiring content marketing program this past year, seize the opportunity to submit your entry for an award and be recognized for all of your hard work. Rates increase after April 14, so act now! [Submit your entry »](  Next Week: Expert Advice [Encore Presentations] Join us for a webinar brimming with new ideas and insights to fuel your content strategies. We’ve compiled encore sessions from three of our most popular speakers to bring you expert advice on zero-click content, SEO strategies, and AI for content design. Plus, join us for a live Q&A at the end of each session to get your burning questions answered. [Register for free »](  Was this email forwarded to you? Please [subscribe here.]( To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]