This post is inspired by my good friend Emmanuel Arendarczyk, co-founder of Zesta. In a post-meeting chat, he talked about how one of his ex-colleagues was involved in a fancy pants AI project for a large international brand.

It got me thinking...

How many digital marketing execs are involved in these fancy pants AI projects and what do they look like? When it comes to generative AI, the sky is the limit these days. We are only constrained by our creativity and imagination.

For me, generative AI should be at the heart of every digital marketing campaign. Whether you are an SEO looking to get an edge with technical SEO or a social media manager looking to streamline copy and creative production, there are many AI tools to help you with your marketing. Chat GPT, Google's Gemini, Claude from Anthropic, the list goes on.

Custom GPTs

When I start working with a new client on an SEO or any campaign involving content generation, I'll start by creating a custom GPT. A GPT is essentially a custom version of ChatGPT that combines extra instructions, knowledge, and additional prompts that help you with specific tasks. I train a custom GPT on the brands tone of voice, products, services and any internal regulation or guidelines.

With the right documentation and some clever customisation, it becomes an invaluable assistant that is capable of writing copy. I can then use this across their marketing materials and website copy.

Generative Art

When it comes to generative art, we are already split for choice, DALL-E, Midjourney, Canva and many other tools are providing powerful text-2-image capabilities that we could only dream of a few years ago.

Open AI have also blown everyone's minds with SORA, it's next generation text-2-video. Some of the examples we have seen are simply out of this world. I wonder how long we'll need to wait before the world's video AI generative hit movie. Not too long I expect.

Custom Reporting

Now this is an area that really excites me. Not because I love reporting. I don't. But, the potential time and energy it will save, along with the insights it can create, is really impressive. Feeding in data to AI tools and then using natural language to query the data is a game-changer.

Fancy Pants AI

When it comes to true fancy pants AI, I'm sure there are many sophisticated projects being worked on across many brands. Going beyond custom GPTs and working on propriety LLMs feels like a good investment, as does anything relating to big data.

A recent example of this is Hasbro, the owner of the tabletop role-playing game Dungeons & Dragons. They are effectively sitting on decades of data that they can mine using LLMs and Generative AI. As their CEO Chris Cocks stated "D&D has 50 years worth of content that we can mine. Literally thousands of adventures that we've created, probably tens of millions of words we own and can leverage". The possibilities for future AI generated adventures and stories is potentially endless.

The use AI in programmatic SEO could unlock huge potential and I think that's one area I would encourage publishers to explore more. A motivated team of developers with a strong head of SEO can work wonders, especially in the travel space.

I like the idea of creating AI reporting layers that take Google Search Query Data and make it more accessible and insightful. Also, the potential to build out SEO web crawlers seems more accessible than ever, especially when you combine it with the tumbling cost of cloud computing and storage.

I'd also like to see a generative AI tool built around brand archetypes and personalities. This feels like a more subtle form of AI that could be incredibly helpful in generating brand messaging and communication in the right tone of voice.

Be Nice To Our Robot Overlords

Maybe it's my English sensibilities, but I always like to say please and thank you to Chat GPT (or any other AI tool), it feels wrong to be rude. I like to think when the time comes, our robot overlords will remember 😉

I've written a whitepaper on generative AI for Zesta so if you'd like to get some free insights into how to use Generative AI in your SEO strategy visit the Zesta website.