Generative AI in Marketing: How It Fits Into Your Strategy, According to Jasper's Head of Enterprise Marketing

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In a Mint Mobile commercial, Ryan Reynolds reads from a script written entirely by ChatGPT. His prompt was simple (include a joke, curse word, mention the holiday promo in his voice), but he calls the results “compelling” but also “mildly terrifying.”

I think the ad is a great example of one of the many ways marketers can use generative AI: to streamline the creative process.

Reynolds’ use is just one application of many, though, and I’ll go over more generative AI use cases in marketing in this piece, using data from our 2024 State of AI Survey. Let’s see how marketers already use it and how you can leverage it yourself.

Table of Contents

Benefits of Gen AI for Marketing
Generative AI Use Cases in Marketing
The Pitfalls to Avoid When Implementing Generative AI Into Your Processes

Benefits of Gen AI for Marketing

Generative AI offers very real benefits for marketers, and here’s what I learned from our data:

Generative AI improves the quality of content they create

Most marketers say that the content they make with generative AI performs somewhat better than content created without it

Generative AI helps them create content more efficiently

Global marketers say that the most impactful result of using AI is that it makes them more productive.

Generative AI helps them make significantly more content

75% of marketers agree that AI can help them spend less time on manual tasks (like data entry, scheduling meetings, etc.), which gives them time to focus on content creation duties.

Marketers also save a significant amount of time using gen AI: 3+ hours when using gen AI for content creation tasks like writing copy, creating images, getting ideas, etc. With this time back, us marketers can let go of manual tasks and focus on responsibilities that need our human touch.

85% of marketers believe AI is effective at helping marketers create more personalized content, which speaks to consumers’ desire for personalization and experiences directly relevant to them and their interests.

Gen AI can also help marketers feel more satisfied at work, as 73% agree that it helps them spend more time on the parts of their jobs they enjoy the most.

How can you reap these benefits yourself? Let’s dive in.

Generative AI Use Cases in Marketing

Marketers who responded to our State of AI Survey told us that the top three tasks they use generative AI for in their role are content creation, research, and learning how to do new things.