What marketers should consider when hiring a GenAI partner

Generative AI has been employed by over 60% of marketers this year, with over 40% utilizing it to produce new content. Generative AI tools and alternatives are always being developed, therefore those figures will rise. A recent McKinsey analysis found Gen AI may boost global productivity by $4.4 trillion annually, with marketing and sales being one of four groups most likely to benefit.

As they move beyond Large Language Models to create content, businesses are discovering new possibilities. To reach more customers and connect with them, marketing departments are converting words into visuals and photos into videos.

Gulf exists
But for many firms, there is still a distance between interest and action. Many organizations struggle to choose the correct AI provider to make video from text or still pictures due to the growing number of possibilities. Shopify, Amazon, and bootstrapped firms that weren’t around six months ago are available.

Some marketers believe Gen AI can be set and forget or will handle all marketing campaign effort. Because businesses have distinct marketing goals and a big and rising number of AI partners provide very different AI outputs, marketers should view it as an ongoing process.

The process often begins with locating the proper partner. Gen AI may help marketers engage with customers in new ways and drive brand identity, therefore now is the time to leverage it.

Questions to answer
Before choosing a partner, marketers should consider themselves how they want to employ AI.

These will assist them clarify their future partnerships and AI use:

What can AI do? To understand what AI can do for you and who can help, you must first define your business goal. Marketers often want to try new ideas. Some employ AI to keep up with others. If this describes you, locate a cheaper partner for this testing phase because you are not ready for a significant AI deployment.

Your tolerance for inconsistency? Some companies have many product lines with distinct brands. How vital is it to AI-ize every corporate product in GenAI campaigns? This is an essential concern since only few firms that develop AI pictures and movies can give consistency. Other AI businesses are unprepared, thus their output is erratic. If your business needs AI campaigns with a variety of products, this should influence your partner choice.

Can your team handle a new workflow? Campaigns created by potential AI partners vary widely. A corporation requires a skilled employee to use complicated AI programs. As part of their service, some AI businesses develop fresh material without asking users or consumers. Where does your team’s job finish and AI’s begin during a campaign? Knowing what your company’s workforce can and cannot do is crucial. Pilot testing different technology helps comprehend this.

Does GenAI product quality show through? Text, photos, and video from AI have “wow factor.” These are interesting new ideas that many marketers never imagined a few years ago. The wow element fades with time. Whatever the advertising medium, marketers should focus on how Gen AI portrays their brand. Are key product features conveyed? New content—is the product well-defined and represented? This may seem obvious, but marketers must consider it throughout the process.

Finding the perfect partner involves finding the firm that can present your product in the best possible light, and do this consistently across the many channels that companies connect with their customers.