With the worldwide income for AI in advertising and marketing pegged at over $107.5 billion by 2028, there is no such thing as a doubt that AI in content material advertising and marketing will (and will already) be an integral a part of the digital advertising and marketing panorama.
Technique, analysis, content material era — there is no such thing as a scarcity of how AI can be utilized. However for the creator or marketer who needs to remain forward of the curve, what precisely does it seem like?
Utilizing the true experiences of selling professionals and knowledge from our current State of AI for Entrepreneurs survey, I’ll reply your questions on how creators and entrepreneurs are utilizing AI and what this implies for his or her output and productiveness.
Desk of Contents
What’s AI in content material advertising and marketing?
Whereas there’s no customary definition of “AI in content material advertising and marketing,” I’ll try to construct one based mostly on the understanding of the 2 ideas.
Corey Wainwright describes content material advertising and marketing as a “advertising and marketing program that facilities on creating, publishing, and distributing content material in your target market — normally on-line — the objective of which is to draw new prospects.”
Google defines AI as “a set of applied sciences that allow computer systems to carry out a wide range of features, together with the power to see, perceive and translate spoken and written language, analyze knowledge, make suggestions, and extra.”
Combining these two ideas into one definition for AI in content material advertising and marketing would seem like this:
AI in content material advertising and marketing entails utilizing applied sciences that analyze knowledge, perceive language, and make suggestions to create, publish, and distribute content material designed to interact an internet viewers.
Advantages & Most Widespread Methods to Use AI in Content material Advertising
I’ve gathered among the hottest functions of AI in content material advertising and marketing, and their advantages are beneath.
1. Textual content-based Content material Creation
In our 2025 State of AI report, 55% of entrepreneurs positioned content material creation as the preferred use case of AI in content material advertising and marketing. This echoes what we discovered final yr however with a powerful uptick of 12%.
Content material can take many varieties — written, visible, video, and audio, however let’s face it: writing isn’t everybody’s favourite job or most pure ability, so it’s no shock to see the prominence of text-based items. Generative AI can deliver this to life at scale.
“As a PR skilled working with high-growth SaaS startups and VC corporations, AI permits us to craft extra personalised tales that resonate deeply with their audiences, drive engagement, and in the end, construct stronger, extra credible manufacturers,” Sim Aulakh, founding father of PR agency EstablishCred, says.
However bear in mind, don’t make the error of utilizing AI-generated textual content with out making it your personal. HubSpot Principal Advertising Supervisor and blogger Ramona Sukhraj explains why.
“Regardless of the operational positives, AI is tormented by issues about plagiarism, bias, knowledge safety, and the potential for presidency regulation. In different phrases, uncooked AI content material may be very problematic as it’s spinoff by nature.
You see, AI content material mills are constructed on current content material generally gathered from the Web. That is how they “be taught.” Each time you enter a immediate or question right into a device, AI merely reaches into this information financial institution and picks out what it thinks is most related to what you need.
Which means it simply compiles issues already on the market. There’s no assure that your outcomes will likely be totally different from what the device produces for one more person and even from what’s already printed on-line.
It additionally actually received’t be written along with your model’s voice or differentiators in thoughts, or provide the experience, expertise, authoritativeness, or trustworthiness (EEAT) Google SERP calls for of the pages it ranks.”
Our survey supported this concept, discovering that solely 7% of entrepreneurs use AI to create whole items with out enhancing. 56% of entrepreneurs considerably revise AI-generated textual content or change it utterly, whereas 38% make minor tweaks earlier than publishing.
Advantages: In utilizing generative AI to do something from writing advertising and marketing copy to turning textual content into video, entrepreneurs can save time and improve productiveness within the content material creation course of.
2. Analysis
Nice entrepreneurs are additionally nice researchers.
Content material entrepreneurs, particularly, have to know sufficient about prospects, opponents, and their trade to make assured choices about the complete content material manufacturing pipeline. That’s probably why analysis got here in as our second hottest use case for AI in content material advertising and marketing, with simply over 47%.
AI instruments may be fairly helpful find data and analyzing volumes of information to establish developments, key phrases, and related data, all in report time.
For instance, HubSpot’s new AI Search Grader — a first-of-its-kind, free app that shortly analyzes your model based mostly on what your prospects and prospects are seeing throughout AI search engines like google — offers you actionable suggestions on the way to enhance. Think about the wonders this may do for any advertising and marketing workforce.
Advantages: Apart from saving effort and time, utilizing AI for content material advertising and marketing analysis ensures that choices are made extra shortly and confidently than handbook analysis. Superior AI fashions may even extract up-to-date data for extra correct content material planning.
3. Automated Conversational Advertising
Imagine it or not, 74% of customers choose to speak to a chatbot when on the lookout for fast solutions. However why precisely?
“Customers anticipate instantaneous entry, actual conversations, and types that reply like actual individuals, not company robots,” explains Rachel R. Pitchford, Proprietor & Principal Marketing consultant at Life Advisors. “It’s not nearly fixing issues; it’s about exhibiting up the place individuals already are and proving that your model listens, cares, and acts.”
Sadly, fielding questions and conversing in real-time isn’t all the time potential, particularly for small companies. 41% of manufacturers are utilizing AI to assist, whether or not or not it’s on their web site or social media.
50% of entrepreneurs already use an automatic response device to area customer support requests on social media, whereas others have web site chatbots that begin a dialog with customers once they go to particular pages (e.g., pricing or demo web page).
HubSpot even makes use of this technique on its web site:
Supply
A chatbot like this will ship related content material, provides, and even simply ask if the person has questions.
Professional tip: Drift, Fb Messenger, Slack, and ManyChat are nice choices to arrange chatbots or automated conversations for your online business, but when your web site is hosted on HubSpot, you can too use HubSpot Conversations.
Supply
4. Media Content material Creation
In accordance with our findings, producing media content material can also be a preferred use case for AI. (I’m actually stunned it wasn’t #1.)
56% of entrepreneurs reported utilizing AI to create short-form movies, whereas 53% are utilizing it to generate photographs, and 42% are creating long-form movies.
Advantages: Many small companies and entrepreneurs lack the design and visible arts abilities wanted to supply visible content material, the time to develop them, or the funds to rent them.
Synthetic intelligence helps overcome these challenges to create stunning outcomes and maintain them aggressive.
5. Information Evaluation and Reporting
To find out how content material is faring out there and impacting the enterprise, entrepreneurs want knowledge analytics. AI-powered analytics instruments can consider content material efficiency and generate detailed experiences on engagement metrics, ROI, and viewers conduct.
For example, you possibly can add a spreadsheet of information into ChatGPT and ask it to summarize any distinguished developments for you or ask for suggestions based mostly on it.
It may additionally analyze and interpret knowledge sooner than humanly potential to:
Present and discover insights
Phase your prospects
Establish buyer developments and preferences
Create dashboards and experiences (and even mechanically e-mail you the report)
Monitor enterprise efficiency
Be taught extra about utilizing AI for knowledge evaluation in HubSpot’s free information: “Find out how to Use AI for Information Evaluation.”
Advantages: Supplies data-driven and actionable insights for optimizing content material methods and will additionally automate reporting. This improves the standard of selections the marketer makes which, in flip, impacts efficiency positively.
Challenges of Utilizing AI in Content material Advertising
As nice as AI sounds for content material advertising and marketing, it nonetheless has some challenges — particularly in relation to content material era.
Information High quality
Information high quality is among the most vital issues in relation to AI use of any type.
Synthetic intelligence usually generates content material based mostly on data and knowledge gathered from the web or realized from different customers, and sadly, not every little thing out there’s based mostly on information.
Our survey discovered that 43% of entrepreneurs battle with AI producing inaccurate data.
Realizing this, you possibly can’t all the time know if the content material you get from AI is sound or based mostly on dependable sources. This may be harmful when utilizing AI to generate issues like academic weblog articles or doing analysis.
Plagiarism
The best way AI “learns” additionally comes with the chance of plagiarism.
In case you’re utilizing AI to generate content material, it will likely be inherently spinoff — based mostly on issues that exist already. Due to this, there’s all the time the likelihood that your outcomes could also be just like one thing already rating and even these delivered to a different person.
Think about publishing a weblog article with nearly the identical actual content material as one among your opponents. Not solely does this look again to your viewers, but it surely additionally hurts you in search engine outcomes.
Bias
Whether or not you’re producing content material or doing analysis, it’s not unusual to see bias when working with AI. 34% of our survey respondents agree, together with HubSpotter Sukhraj.
Flori Needle, senior advertising and marketing supervisor at HubSpot, displays on why, saying, “AI is biased as a result of society is biased.”
“Since society is biased, a lot of the info AI is educated on comprises society’s biases and prejudices…For instance, a picture generator requested to create a picture of a CEO may produce photographs of white males due to the historic bias in employment within the knowledge it realized from.”
You may additionally see stereotypes or bias emerge in your strategic solutions or analysis. So, be cautious.
Privateness
Whereas AI can genuinely assist pace up your work, you usually should share detailed data to supply worthwhile outcomes (i.e. perhaps your purchaser persona, model tips). AI is at present unregulated, so there is no such thing as a assure your shared data received’t be saved or handed on to others.
41% of entrepreneurs in our survey cited knowledge privateness issues as the first barrier of their AI use. 75% prioritize this when evaluating new AI instruments.
How I Use AI in Content material Advertising
To assist illustrate how you should utilize AI in content material advertising and marketing, let’s stroll by a possible state of affairs from begin to end.
With out a good suggestion, it’s unimaginable to get the content material on the street to both entice or interact audiences. So, we’ll begin with brainstorming.
Assume I’m a content material marketer at HubSpot who wants a cool video thought for distribution on our social media channels.
I discovered a cool AI brainstorming platform known as Ideamap AI and requested it to brainstorm a video content material thought for HubSpot, after offering context on what sort of model HubSpot is. You’ll discover that the map it produces is a bit a lot, contemplating that I have already got hassle deciding what I wish to do.
I selected the primary thought and used the develop with AI choice to generate extra concepts or inspiration for advertising and marketing content material.
A technique AI can be utilized for concepts or inspiration is by making a temper board with instruments like Kive.ai.
Given the sheer vary of choices for growth and transformation accessible, it’s practically unimaginable to not discover one thing you’d be keen to work on.
So, we’re creating an animated explainer video showcasing how HubSpot connects advertising and marketing, gross sales, and customer support.
To get correct data wanted for this video, I might want to extract it from the web site. This time, I’ll make use of the analysis skills of ChatGPT Plus, which might pull real-time data from the web.
Whereas it does a superb job of extracting the data (from six websites), the output is just not precisely video materials. So, the subsequent step can be to ask it to create the video script, which might kickstart the content material creation course of.
I may confirm the claims ChatGPT made — or discover extra related data for my analysis — with HubSpot’s AI Search Grader. In brief, this device gauges a model’s visibility in AI search engines like google and divulges any further particulars AI assistants show each time customers ask one thing associated to the model in query.
For instance, ChatGPT largely covers HubSpot’s ease of use, expansive toolset, and nice buyer assist. I may use these particulars within the intro of my video script.
Talking of which, the subsequent step can be to return to ChatGPT and ask it to create the video script, which might kickstart the content material creation course of.
Since OpenAI’s Sora has nonetheless not been launched to the general public, I needed to discover accessible alternate options. It’s value mentioning right here that 70% of the entrepreneurs we surveyed say they can’t wait to make use of the brand new tech.
Nonetheless, Elai, an intuitive AI video creator, got here in helpful.
Creating the video with the script ChatGPT helped me create was certainly easy, though I need to point out that there have been not many video enhancing choices to select from.
Utilizing an avatar, an American voice pattern and a clean background with HubSpot’s model shade had been so far as I may go, particularly as somebody with restricted video enhancing abilities.
Whereas I believe this try was removed from flawless, it was a strong effort. With some further time to refine the small print, I imagine it has the potential to be even higher.
AI in Content material Advertising Examples
1. Producing Photos: Nazrana
Just lately, OpenAI launched its most superior AI picture generator to this point, and it included a mode mimicking the work of Japanese animation firm Studio Ghibli. Social media has since exploded with photographs within the fashion.
One model that jumped on the pattern was New Jersey-based South Asian style retailer Nazrana. The retailer, recognized for its South Asian model of “Say Sure to the Costume,” used the device to create and share photographs of among the {couples} it has labored with through the years.
2. Producing Concepts & Inspiration: Mateo Toro
There’s an abundance of selling professionals leveraging AI to spice up their productiveness and improve their methods.
For instance, filmmaker and photographer Mateo Toro just lately began utilizing Kive.ai to design temper boards to develop therapies for his movie tasks.
A video therapy is a method to convey a challenge’s idea or story. Many video therapies contain using photographs and visible media discovered on-line or in earlier works.
“Video therapies take time. It’s important to scrub by the video, take screenshots, and edit for the video therapy,“ Toro defined. ”[Kive.ai] simply makes it a lot simpler for me to seek out the video that has a mode or tone I am trying to emulate.”
With Kive.ai, creators can paste the hyperlink of a video into the system, and Kive.ai will extract frames from the video as screenshots to import right into a board. Toro says the method can save him hours of time.
“In a video therapy, I may very well be going by 10, 15, 20 movies to reference,“ he stated. “You add that up, and it may simply be an hour of time simply scrubbing by, screenshotting, and dragging content material to a therapy.”
3. Writing Copy: Bethany Anderson
Then there’s Bethany Anderson, a public data officer for Milton, Florida, who says ChatGPT streamlines the writing side of her job.
“I find it irresistible as a result of ChatGPT is a software program that learns,” Anderson explains.
She says ChatGPT can mimic her writing fashion, so she’ll typically use the device to put in writing press releases, social media posts, and Search engine marketing-friendly weblog content material.
Anderson says the device is helpful as a result of writing is an important a part of her job, but it surely’s removed from the one accountability she has to deal with each day.
“I’m behind the scenes planning occasions and getting them out to the general public,” she says. “So, ChatGPT permits me to get the writing carried out in a very simple, seamless manner in order that I can get to the bones of my job — which is outreach.”
Anderson admits she was cautious of ChatGPT at first however examined it out throughout every week that was jam-packed with deadlines.
“There was this one week a few months in the past after I had so many deadlines, so many social media calendars due, so many blogs due, and so many bios due — I used to be drowning,” she recollects. “So, I stated, ‘I’m going to present it a strive.’”
Days’ value of writing assignments may very well be accomplished in just some hours because of the help of AI, in keeping with Anderson.
Her expertise aligns with the findings of our survey — practically 80% of entrepreneurs stated generative AI has a optimistic ROI on their content material writing duties.
“We’re speaking about days of your life that you just get again,” she stated. “And, to me, time is effective. It is extra worthwhile than cash.”
4. Modifying Drafts: Irina Nica
Alternatively, Irina Nica, former HubSpot Senior Product Advertising Supervisor, used HubSpot’s AI Content material Author to edit her drafts.
“It is like having a second pair of eyes that helps me undergo my drafts, tidy them up, and get them on the market sooner. Don’t get me flawed … Writing is a big a part of my job and one thing that AI can’t take over, but it surely certain helps to hurry up the nitty-gritty bits like enhancing.”
She additionally used ChatSpot, HubSpot’s AI chatbot answer designed to assist companies carry out advertising and marketing and gross sales operations, to supercharge her analysis.
“I like to make use of ChatSpot for getting fast suggestions for merchandise, books, or any kind of useful resource actually. Say I‘m on the lookout for the very best product advertising and marketing e book for SaaS corporations; usually, I’d be knee-deep in Google searches, studying articles, and trying out suggestions on Goodreads,” Nica says.
“However with the fitting immediate, ChatSpot can get me there 10X sooner. I nonetheless give its remaining advice a fast Google test, but it surely’s an excellent helpful shortcut.”
Way forward for AI for Content material Advertising
Will AI change content material creators?
A typical concern surrounding using AI is whether or not the expertise will change human entrepreneurs and creators. Nima Olumi of Lightyear Methods says it’s unlikely.
“We use AI to drag loads of statistics, give you fascinating angles to pitch to corporations, and work round sure angles which can be advertising and marketing and media-friendly,” Olumi stated. “I don‘t assume it’s an entire alternative for writers or thinkers.”
Writing and content material creation are subjective fields, in keeping with Olumi, and so they nonetheless require individuals to do the mandatory vital pondering to resolve the type of content material that will get printed.
Finally, Olumi predicts a future the place AI will help entrepreneurs and creatives in bettering their output and producing content material in a shorter time.
This is sensible, contemplating our survey discovered that 74% of entrepreneurs agree that AI instruments might help them be extra productive of their roles.
Olumi encourages professionals to embrace AI and use it to their benefit relatively than draw back.
Particularly, he says creators ought to spend time studying and testing functions like Open.ai and ChatGPT to see their totally different capabilities.
“Spend hours asking query after query to see how far you possibly can push the boundaries of the applying to serve your wants,” he stated. “It’s important to feed it context.”
Making the Most of AI
Because the presence of AI in advertising and marketing continues to develop considerably, I recommend you’re taking the time to find the way it can greatest serve your personal workforce’s wants.
Professionals and creatives like Olumi, Aulakh, Anderson, Nica, and Toro all discovered methods to make use of AI to assist them enhance the effectivity and high quality of their content material.
As a substitute of worrying whether or not the robots will take over, I like to recommend discovering methods to work alongside AI, so that you and your organization can stay aggressive out there and important to your shoppers.
Editor’s observe: This submit was initially printed in April 2023 and has been up to date for comprehensiveness.
