How to use AI for marketing agencies? A step by step guide
Marketing agencies and artificial intelligence services can have a great relationship. The two complement each other, even more so when several tools are used together.
With ChatGPT becoming increasingly famous, several agencies are already using the resource to increase their production and close more clients. But Chat isn’t the only AI for marketing agencies out there.
Throughout this text, I will show you what the main artificial intelligence on the market are , and also all the features they offer to an agency.
With them, you will improve – a lot – your production and start offering services that you perhaps never imagined offering.
But first, we need to make something very clear:
What is artificial intelligence?
Artificial intelligence, as we are seeing today, are tools that, through high computational power, can perform tasks that were previously delegated only to humans.
Creative, explanatory tasks, involving decision-making and interpretation of resources, were previously impossible to delegate to any computer program.
Today they do this job very well. Through machine learning , AIs are able to learn based on large databases – built by humans, in fact – and reproduce a result that is indistinguishable from that of a human being.
Machine learning is done through algorithms, which combine a specific question with the data available in the database.
These algorithms can be:
- Regression Algorithms: predict numerical values from a set of data;
- Classification Algorithms: categorize data into classes predefined by developers;
- Clustering Algorithms: group data into similar groups;
- Dimensionality Reduction Algorithms: reduce data complexity to facilitate analysis and processing;
- Neural Network Algorithms: they are like the human brain, recognizing patterns in images, recognizing voices, etc.
Marketing agency and artificial intelligence services converge on a common point: specific tools for various uses.
For example: for human-like conversation models, there is ChatGPT. To create images, there is another tool. To create music and voices, another tool, and so on.
But what tools are these? Check out how marketing agencies and artificial intelligence services work together:
10 AI tools for marketing agencies to know and use
To understand how digital marketing agencies and artificial intelligence services work together, we first need to know what tools are already available.
Many people are focusing on ChatGPT as the biggest artificial intelligence revolution of all time.
But even before him, there were tools that did unbelievable tasks.
Imitate the human voice. Create storyboards for videos. Create images and even reduce bureaucracy in documents. All of this can be done today, and I’ll show you how now:
ChatGPT
ChatGPT comes first because it is the one getting the most media focus today. And people are even mixing what it can do with other tools that I will present throughout the text.
Today, ChatGPT’s biggest feature is creating texts that simulate a human being.
ChatGPT is free and can be accessed through the OpenAI website. Its paid version costs US$20 per month, around R$100 reais.
➡️ We have a complete text about ChatGPT here on the blog. Click to check it out!
DALL-E 2
DALL-E 2 is also from OpenAI, the company that created ChatGPT. It works by generating images instead of text.
Basically, you type in what you want to see and the AI does the rest. In this example, someone asked for “a Shiba Inu dog wearing a beret” and the result was this:
DALL-E 2 is not free, but you can use 15 credits per day on the site. Each image is a credit. 165 credits cost US$15.
Business hours are the worst time to generate your images because the servers are full. It’s best to try at night or early in the morning.
Lumen 5
Lumen 5 is like the Canva of videos. It is a very simple resource for creating videos and animating them, almost like a power point, but with videos.
Its most interesting feature, however, goes well beyond that. Artificial intelligence is its flagship.
The best part of what Lumen 5 offers is the possibility of creating a video from a blog post with just a few clicks, in 10 or 15 minutes.
Through AI, Lumen 5 identifies what the main subject of your text is and which are the main words that make this subject clear.
After that, the tool merges animated videos and images with these words to create the perfect video.
Below you see an example, created from this text here . Compare the two to understand how the tool actually works:
Lumen 5 is paid , with the cheapest plan being US$19. The most expensive plan is US$149. It offers a free trial.
Looka
When I mentioned in the text that marketing agencies and artificial intelligence services complement each other, I wasn’t kidding.
There is an AI for practically any type of service offered by an agency. Looka, for example, makes personalized logos using artificial intelligence.
Through this logo, Looka can create all of its visual identity material, including advertisements, stationery and mock-up of a website.
The work is quick and very simple. You can make a free logo to start with and customize it with limited options.
The subscription fee is US$8.
Deep Nostalgia
Deep Nostalgia is one of the simplest Artificial Intelligence applications, but also with one of the most impressive results you will see here.
His work is simple: he uses old photos, any photo, and makes small animations with the help of AI
A photo of your grandmother and grandfather, for example. With Deep Nostalgia, they get excited. The eyes blink, the mouth moves, little body expressions like that.
Deep Nostalgia can be used on the MyHeritage website , and it’s free. The MyHeritage website itself offers other services, focusing on finding distant family members and creating your family tree.
Cool Robot
Among all the relationships between marketing agencies and artificial intelligence services, Legal Robot is one of the least useful for the production part.
Its focus is on simplifying contracts. Basically, you upload a contract and it gives you a text saying the same thing, but in a more simplified way.
Unfortunately, it is still in the testing phase, and is not available for Brazilian contracts. Follow the website for more news.
Cleanup.Pictures
Cleanup.pictures does exactly what its name says: it cleans images of unwanted content.
See this image, for example:
To do the test, I used Cleanup.pictures to remove all those mountains in the background. Using a simple eraser, the end result was this:
You can do this work with practically any photo, removing any unwanted elements. I can even remove the person from this photo if I want:
Pretty incredible, right? The free plan allows you to edit as many images as you want in 720p resolution. For $3, you get unlimited resolution and as many edits as you want.
Fireflies
Fireflies is very useful for those who do a lot of online meetings.
The AI can automatically take notes on important points, transcribe the entire meeting (with user names) and even offer answers to difficult questions!
It also takes note of particularly important or inspiring information from the meeting and saves the audio and video snippet for you to listen to later or share on YouTube and social media.
In this era of Webinars, having Artificial Intelligence on your side is essential to speed up the work of sharing it in smaller formats.
The cheapest plan costs US$10 per month (for each user), but the site also offers a free, more limited version.
Murf
Murf’s artificial intelligence is dedicated to making voices that sound like human voices.
This service has been around for some time. Google was the first voice assistant, soon followed by Microsoft, but none of them are as advanced in naturalness as Murf.
In the video below, the Marketing Island channel shows all of Murf’s features. It’s worth watching and taking the test yourself:
Bonus: Leadster + ChatGPT!
Imagine optimizing your lead generation process even further with Artificial Intelligence! That’s what Leadster’s new functionality brings to you.
Leadster is a Conversational Marketing platform that offers a chatbot aimed at marketing and sales. Through it, you can create personalized conversion calls, qualify leads and distribute them intelligently.
We also cannot forget the other functions that go beyond conversion, such as A/B testing, performance dashboard, tracking leads and automatic meeting scheduling.
And now the news: ChatGPT to create highly personalized calls!
We’ve already talked about ChatGPT here, but just to make it even clearer how it will work: remember that it is an AI model that allows you to chat and create content with human language , and it learns as you talk to it.
In other words, through this function, you will have calls that are even more targeted to the public, since the AI collects all the information given to the user .
How will this happen? Well, Leadster will use the content of your most visited pages to suggest conversion calls using ChatGPT.
The result is incredible, we did the test and ChatGPT can generate up to 327% more leads on your website.
What do you think about trying it right now for 14 days free?🚀
How do marketing agencies and artificial intelligence services complement each other?
Anyone who works in marketing knows that the production of some materials is extremely expensive.
Making an institutional video or as part of a digital campaign, for example, involves several costs. First, there is the time cost for the writer and designer duo, who need to create the scripts and storyboards.
This designer usually works at the agency, so even here the cost is just in time.
Other professionals, who are not usually part of a digital marketing team, include animators, photographers/videographers and broadcasters. These three professionals charge a lot.
A single 1-minute video can easily cost more than R$3,000 to prepare. In many cases, the price of the video is higher than the investment in the campaign , for example.
This happens because agencies, for decades, only worked on audiovisual to make TV commercials. They charged a lot and even took a percentage when purchasing media. Digital requires simpler and cheaper videos.
Many content production efforts for digital marketing agencies suffer from the same problem. Artificial Intelligence appears to reduce these costs and make them viable for everyone.
See some other examples of digital marketing agencies and artificial intelligence services working together:
SEO Writing Inspiration
ChatGPT does not write texts for the blog – at least not texts of such high quality. He would not be able to write the text you are reading now, with references, prints, links with more information, etc.
Its content is a little repetitive, and the longer the text, the more likely it is to “hallucinate” – a technical term that includes false information, copyright infringements and exaggerated repetitions.
But at the same time, ChatGPT can help you revise your text for SEO , for example, including more keywords or shortening your paragraphs.
It can also come up with great content ideas , which will help you a lot when searching for keywords.
But be careful: ChatGPT has no idea what its audience likes or what is being searched on Google in relation to keywords.
It gives you good ideas for getting started using Google Trends, the most basic keyword research tool.
Video creation
Videos don’t need to take hours to create. And in many cases, they may not even take that long.
With the help of artificial intelligence, what would involve at least three or four different professionals can be done by just one.
For example: the writer makes the script, the art director makes the storyboard, the videographer makes the video animation and the announcer makes the recording.
Using two tools we’ve already introduced here (Lumen 5 and Murf), the writer can do everything in an hour or two.
Using Lumen 5, it’s also much easier to create videos for all your published blogs, without the need to involve other people. Once the blog is ready, the writer himself can deliver a video version.
Creating audio tracks
Another big problem with creating videos is finding good royalty-free soundtracks to use.
The relationship between marketing agencies and artificial intelligence services becomes even better when a job that is very frustrating becomes easy and even fun.
SOUNDRAW is an artificial intelligence application that allows you to create music without royalties and copyrights. You can choose the style, the mood , the beat tempo and even the instrument being used.
Creating voice tracks
Voice tracks are also quite difficult to record. Firstly, you need at least a good microphone and a room with excellent isolation. Without this, the end result is terrible.
And in addition to these basic resources, you also need someone with a good cadence, a clear voice and who doesn’t have many variations. Doing this work without an announcer can take an entire day.
Marketing agencies use these artificial intelligence services to speed up the process and, in many cases, even make it viable.
Spelling correction
Nothing replaces a human editor. But even human editors have trouble with spell checking.
This is because editors are much more concerned with the structure of the text in general. Cohesion, coherence, cadence, suitability for the persona, target audience and ICP, etc.
The editor himself can use ChatGPT to do a quick spell check, and be sure to do a good editing job without worrying about these small details.
I don’t recommend, however, using ChatGPT to do the work of a dedicated editor. This is because in a world where everyone uses AI, your text may look too similar to that of your competitors and not stand out because of it.
Furthermore, even though Google is backtracking on its decision to penalize content made by AIs , it will still keep a strong eye on content considered SPAM. And very similar content can be understood as SPAM.
Image retouching
Art directors have more to do than remove an object here or a person there from an image to upload to the blog.
With artificial intelligence, the writer himself can do a simple job like this. Let’s say your post is about a chicken recipe and you found an image that shows chicken, pork and steak on the same cutting board.
Why ask the designer to remove it? You can do it yourself using Cleanup.pictures!
Simpler search
ChatGPT’s greatest asset is its database and instant display.
I might be writing about “the greatest commercials of the 80s”, for example. If I use Google, it will be difficult to find quality texts on the subject.
But using ChatGPT, I can guide my search. I can first ask who the greatest advertisers of the 80s were. And then, ask for a glossary of their best work. Or even search for each advertiser directly on Google.
Some searches take hours, if not days. Many writers can spend an entire day searching Google to find a book they still need to read to write their copy.
ChatGPT works like Google. Only better. Just be careful with hallucinations 😅
Service automation
Artificial intelligence focused on customer service is still in the development phase, with Zendesk, Salesforce and LivePerson being one of the few that use customer service based on machine learning.
However, multiple choice chatbots do the same job. This helps a lot with day-to-day service, especially in guiding applicants to the correct department.
Sales automation
There are already platforms that sell through chatbots with machine learning. These are called “salesbots”.
They can be, and often are, integrated into e-commerce platforms and help potential customers find products, navigate the website, etc.
They can also be used on sites selling services or goods that require a quote via contact.
A great example of these sales-capable artificial intelligence platforms is Drift . It’s worth knowing, but it still doesn’t offer support in Portuguese (BR).
I hope this text helped you better understand the relationship between marketing agencies and artificial intelligence services!
Thanks for reading and see you in the next article. 😉
