Here’s how (and why) marketers are using AI-generated content [new data & tips]

Did you see the viral AI ad aired on the NBA finals? Loopy visuals, impeccable product integrations, 3.3M views on X. I nearly couldn’t consider it was fully AI-generated content material.

An AI film-maker co-wrote the script with Gemini, generated Veo-3 prompts and movies, and edited clips on Capcut, all with a finances of simply $2,000.

This advert made me understand we’ve hit a tipping level in AI-generated content material. For those who’re a content material marketer, you have to take note of AI now.

On this weblog publish, I’ll dive deeper into the highest AI-generated advertising content material sorts, utilizing information from HubSpot’s State of AI survey, which incorporates insights from over 1,500 U.S. entrepreneurs. I’ll additionally share AI content material examples and ideas so you possibly can see the potential in motion.

Desk of Contents

Entrepreneurs, AI-Generated Content material, and Immediately’s AI Panorama

AI doesn’t have one of the best popularity on the subject of accuracy and biases. AI-powered recruiting can have built-in age-discrimination Generally, it even tells business owners to break the law.

The regulatory panorama is shifting to try to mitigate AI dangers and sustain with the tempo of innovation.

On the time of writing this text, over 70 countries have their very own AI insurance policies and frameworks to advertise accountable AI growth. The European Union’s proposed AI Act goals to manage high-risk AI functions, together with these in advertising, to make sure moral practices and shield customers.

This regulatory push is important for sustaining belief and stopping AI misuse.

Most entrepreneurs I’ve spoken to share an analogous sentiment: enthusiastic about every thing they will do with AI, however nervous concerning the potential impacts on their jobs and the fixed strain to upskill.

Personally, as somebody who has at all times been drawn to automation, I discover AI-generated content material fascinating. On the similar time, I can’t ignore the impression it is going to have on society as a complete.

Let’s take a look at the professionals and cons of AI-generated content material advertising.

AI-Generated Content material in Advertising and marketing: Professionals and Cons

As an illustration, Shopify CEO Tobias Lütke has an aggressive approach to drive AI adoption. His inner memo states, “Earlier than asking for extra headcount and assets, groups should display why they can not get what they need finished utilizing AI.”

Corporations are additionally constructing out their very own “AI group members.. Over 66% of marketers plan to construct out inner instruments for his or her advertising groups, anticipating a forty five% price discount to exterior instruments.

Merely put, AI permits groups to scale with out growing headcount.

Con: High quality and Authenticity Considerations

AI-generated content material typically will get a side-eye for being too robotic or making up details. Based mostly on HubSpot’s AI survey, entrepreneurs proceed to have severe issues about generative AI:

• 43% say AI generally produces inaccurate info.
• 34% say AI can get biased.
• 30% consider that AI produces imprecise and surface-level content material.

In fact, your expertise could be completely different primarily based on the mannequin you utilize, the way you’re prompting it, and the subject material itself. AI may do okay whereas producing an electronic mail for a group replace, however it might make up details whereas writing concerning the newest developments in information science.

I’ve discovered it typically confuses software program variations, report statistics, and references outdated info. Video turbines like Veo-3 additionally often produce misspelled subtitles.

As HubSpot channel monetization lead Alexe Cunningham mentions, “AI is there to assist us however isn’t the supply of fact. It’s a bounce begin on no matter we’re doing. We at all times verify our work.”

Professional: Personalization

AI movies as chilly DMs. Dynamic content material supply primarily based on previous preferences. Customized real-time advice techniques.

Sound like plenty of work? This degree of personalization could be unattainable to attain manually (particularly if in case you have 1000’s of tourists). Nonetheless, AI can personalize all of this and extra at scale.

As an illustration, HubSpot’s demand gen group used AI to comb by means of 1000’s of consumers and ship customized content material suggestions to them. One consequence was a chilly brew firm that had downloaded influencer advertising assets and in addition confirmed curiosity in content material planning for seasonal launches.

As an alternative of generic assets, HubSpot’s AI system really helpful a content material advertising course with a focused copy. Right here’s what they despatched: “Flip each sip right into a story that captivates and converts.”

Utilizing AI may help your model cease the scroll and ship a fascinating and intimate expertise to your clients.

Con: Moral and Privateness Points

AI techniques are educated on a great deal of information, a few of that are sourced fairly questionably. I’ve seen lawsuits on fashions scraping personal person information with out consent. Artists have additionally filed lawsuits against AI companies for coaching on copyrighted art work.

In a world the place AI can create convincing deepfakes and fabricated case research, it’s changing into tough for purchasers to know what’s truly actual.

International locations are investing closely in a broader AI technique to assist fight ethics and privateness points. Together with GDPR, rules just like the European Union’s proposed AI Act and California’s Client Privateness Act (CCPA) impose strict information privateness guidelines. Knowledge marketplaces like Kaggle assist present authorized and standardized information, however the battle of privateness and ethics with AI is way from over.

Professional: Evaluation and Analysis Capabilities

With the discharge of fashions like OpenAI’s deep analysis and GPT-4, AI has change into highly effective in analysis and information evaluation.

I not too long ago examined some AI tools for Excel for an additional article and was fairly impressed at how ChatGPT processed complicated datasets. I uploaded months of YouTube information, and it was capable of determine content material patterns and codecs that I had missed. These insights have been immensely useful for my content material technique going ahead.

Equally, AI may help with analyzing and tweaking content material efficiency throughout campaigns.

Con: Larger Dependence on Expertise

I got here throughout an attention-grabbing study by MIT. Researchers had college students write SAT essays. A few of them have been allowed to make use of ChatGPT, whereas others weren’t. The outcomes are actually a bit scary, given how each marketer is studying AI proper now.

College students utilizing ChatGPT confirmed the bottom mind engagement and barely remembered what they wrote shortly after. By the third essay, they’d given up fully and easily copied and pasted what ChatGPT supplied.

This reveals how AI can change into a crutch, even while you don’t need it to.

So, does that imply it’s best to fully write off AI and do every thing manually? Undoubtedly not.

The research additionally confirmed that college students who first wrote the essays themselves after which used AI to boost their writing carried out higher than each the earlier teams. The takeaway right here is: use AI to amplify your inventive course of, not substitute it.

It’s important to be aware of your AI utilization and take into account setting limits. I choose to work on a tough draft or content material technique earlier than I head to AI to shine it. You possibly can select to finish some initiatives with out utilizing AI in any respect.

The High 3 Content material Sorts for Generative AI

In keeping with HubSpot’s 2025 State of AI Marketing Report, entrepreneurs are utilizing AI most closely for the next three use circumstances.

1. Emails and Newsletters (51%)

I personally discover emails probably the most difficult content material format to get proper. You’re competing for consideration towards tons of of emails a median individual receives each day. One unsuitable phrase, and also you’re both within the spam or promotions folder, killing your open charges.

Even while you make it to the first inbox, you’ve seconds to persuade them to open your electronic mail and take motion. This is the reason 51% of entrepreneurs use AI to assist them with electronic mail and e-newsletter content material.

You should use AI to brainstorm campaigns, personalize emails, and A/B take a look at outcomes. Right here’s how.

• Electronic mail technique. As an alternative of guessing what your clients need, AI may help you determine what they’re truly participating with. Feed AI your very best buyer profile and ask it to reverse engineer the form of messaging and topic strains they’re almost certainly to click on on. Use that info to encourage your electronic mail technique. I additionally use AI to brainstorm lead magnet outlines and electronic mail sequences.
• Personalization. Historically, electronic mail personalization is finished in batches. You section your viewers by a particular issue or motion after which swap names, job title, or every other particulars they’ve crammed in a type. However with AI, you possibly can truly drive one-to-one personalization at scale. As an illustration, HubSpot’s demand era group used AI to increase conversions by 82% by means of analyzing person conduct and web site information.
• A/B testing. I’ve at all times discovered A/B testing a bit onerous, whether or not it’s for emails or social media. It’s a must to write out variations of the identical electronic mail, regulate for a number of variables, after which dig into the information. It’s very easy to get caught in evaluation paralysis because it’s an extended and tedious course of. Excellent news? AI can deal with plenty of the heavy lifting right here. Use AI to do real-time information evaluation and personalize, repeatedly refine A/B exams, and measure the outcomes.

Professional tip: Instruments like HubSpot’s AI Email Writer assist me generate a number of variations of my emails for environment friendly A/B testing.

Source

2. Social Media Content material (49% for Textual content-Based mostly, 47% for Video/Audio)

Coming in a detailed second, 49% of entrepreneurs use AI for text-based social media content material, and 47% for video/audio era. Truthfully, I’m shocked it is not the primary.

Since I work extensively in social media, I’m noticing a transparent development towards AI-generated content material throughout industries. Other than the AI advert I discussed earlier, my feed is stuffed with influencers utilizing AI-generated avatars to create movies sooner.

Personally, I take advantage of AI as a content material assistant. As an illustration, considered one of my purchasers has constructed a CustomGPT educated on years of his posts. So, as an alternative of writing his content material from scratch, my job is to feed distinctive analysis into the GPT after which refine the output for stream and accuracy.

Right here’s how different entrepreneurs are utilizing AI for social media.

• Content material creation. AI instruments may help generate content material concepts, conduct heavy analysis, create first drafts, and even generate real looking artwork and video. I’d suggest testing the next instruments: ChatGPT (evaluation), Sora (picture era), Claude (writing), Veo-3 (video creation), and HeyGen (AI avatars).
• Marketing campaign automation. Posting and scheduling generally is a tedious job, particularly while you’ve acquired plenty of platforms to maintain energetic. AI scheduling instruments can fully take this off your plate. I take advantage of AI to automate posting throughout platforms, with optimized content material for every. n8n, a workflow automation software program, can be fashionable for repurposing content material and posting on completely different platforms.
• Analytics. Use AI in your social media analytics to identify patterns between content material codecs, sorts, and posting occasions. You can even analyze exterior datasets to realize perception into viral hooks and social developments. When you perceive what’s working, you possibly can feed this information into your content material creation workflow and double down on it.

I spoke with Spencer Tahil, an AI guide at Growth Alliance, and thought his content material creation course of was fairly attention-grabbing. He turns assembly transcripts into on-brand LinkedIn posts utilizing a sequence of AI prompts. These prompts create a voice profile by figuring out distinctive communication patterns, linguistic preferences, after which calibrating the ultimate output.

“[Using this system], I get content material that really feels like me — not some company robotic. I am getting 95% usable content material on the primary draft, saving me hours each week,” he instructed me.

3. Lengthy-Kind Content material — Blogs, Articles, and many others. (46%)

High quality long-form content material can do lots for your corporation: drive sales-qualified leads, construct authority, and nurture your leads. Nonetheless, it can also take ceaselessly to jot down.

That’s why 46% of entrepreneurs (and me!) are actively utilizing AI for writing weblog posts and articles. Listed here are some methods you need to use AI writing generators for long-form content material.

• Effectivity. AI can drive effectivity positive factors in nearly each a part of the long-form creation course of. What I really like most is that I don’t must stare at a clean web page to jot down a weblog publish. Entrepreneurs can use AI to generate weblog outlines, do analysis, and even generate first drafts. I additionally use it to identify any logical or reasoning gaps in my items and tighten up the copy.

• Content material optimization. With AI, you possibly can simply analyze what kind of content material is working in your favor. As an illustration, HubSpot’s analytics revealed that our readers choose weblog posts with case research and real-life examples. So, I began including extra of those parts, and engagement shot up.

Daria Bulatovych, a content material strategist at TripRobotics, instructed me how AI helped her reduce down her weblog creation time.

“A typical piece took a full workweek: 3-4 days of analysis, 1.5 days of writing, and extra time for edits and search engine optimization optimization. Nonetheless, I can now create equally robust content material in simply 1.5 days [with GPT4]. These articles drive constant visitors in a extremely aggressive area of interest.”

Professional tip: Prepared to make use of AI and velocity up your long-form creation course of? I’d counsel choosing HubSpot Breeze as your end-to-end content assistant. Breeze can ideate, create, and distribute content material that speaks to your clients.

The most effective half? Breeze natively syncs with HubSpot’s CRM to tug up information and insights out of your gross sales funnels. You get content material methods completely aligned to your advertising funnel with out switching between a number of instruments.

5 Ideas for Utilizing AI-Generated Content material in Advertising and marketing

Alternatively, marketers like Jess Cook from Vector have constructed a system round automating founder-led content material at scale. I discover her method extremely efficient, and perhaps sooner or later, it’ll make sense for me too.

Equally, when you’re an search engine optimization firm, you’d need to construct AI processes round key phrase analysis automation or audits. In distinction, when you specialise in thought management, you’d need to automate analysis whereas protecting the insights human.

Resist the temptation to automate each content material job, and deal with those that may truly transfer the needle for you.

4. Work in your prompts.

Good content material begins with good prompts. If you wish to create AI-generated content material at scale, prompting is the very first thing it’s best to study.

After testing and iterating over tons of of prompts, I’ve realized that good prompts are clear and particular. The extra context, examples and information you may give AI, the higher output it’ll provide you with.

Listed here are 4 issues I like to recommend you add to your prompts:

• Position. Give AI a task to play. For those who’re engaged on emails, ask it to behave as an “electronic mail specialist with 10+ years of expertise.” I additionally specify the business I’m working in (e.g. B2B SaaS) to get much more nuanced responses.
• Tone. Embrace the tone and formatting you need AI to reply in, e,g. conversational, enjoyable, edgy, brief, punchy, and many others.
• Context/Examples. My most profitable prompts embrace real-world examples. Suppose: content material which has carried out nicely earlier, competitor examples, outlines, technique paperwork, and extra.
• Constraints. It’s additionally vital to specify what you need the output to not appear like. Introduce guardrails to restrict AI hallucinations. This might look one thing like “favor plain language over jargon, don’t make claims about ROI with out information, keep away from referencing X publication,” and many others.

5. Sustain with AI.

AI is getting higher each single day.

A couple of months in the past, I needed to generate AI video and audio individually and sync them individually. Immediately, I can simply use Veo-3 to supply extremely real looking movies with natively synced audio.

Equally, OpenAI’s Deep Research agent has change into extremely useful when I’m writing a data-heavy article. Whereas it won’t at all times be 100% correct for latest information, it simply saves me 10+ analysis hours each week.

If you wish to leverage AI totally on your advertising workflows, I’d counsel making a behavior of testing new AI options, fashions, and instruments. I normally observe AI newsletters, corresponding to The Rundown AI, to seek out these instruments and keep up-to-date.

A Marketer’s AI Content material Playbook