Marketing teams are always pushed to do more with less; working faster, more efficiently, with less budget, and even a smaller headcount. The demands are endless, and it can feel impossible to create a greater marketing impact without growing your team. But generative AI is reshaping how marketing teams approach their campaigns, offering new ways to create, personalize and optimize marketing assets. From crafting high-quality 1:1 content to delivering hyper-personalized customer experiences, this technology is now an essential tool for innovation and performance improvement.
For marketers looking to stay ahead, generative AI doesn’t just improve productivity—it redefines what’s possible. But what does that look like in action?
Here, we’ll walk you through practical generative AI use cases in marketing and highlight how the technology can streamline your processes, elevate your strategies, and help your team achieve measurable results.
Using Gen AI for Marketing Campaigns
Generative AI helps marketing teams tackle some of the biggest barriers they face: time, creativity, and relevancy.
By using generative AI tools and implementing careful strategies, you can tailor your customer experience through personalized branding, data-driven content, and custom visuals. Gen AI also works alongside extractive AI to analyze and summarize insights, streamline workflows, and include key personas for greater impact.
Together, these technologies empower you to scale campaigns while maintaining personalization and relevance in your customer journey.
It’s incredibly helpful for implementing ABM tactics, where sales and marketing teams rely on readily available shared playbooks. AI capabilities make it possible for unified teams to focus on developing creative, high-touch 1:1 ABM programs for target accounts.
Best Practices for Generative AI in Marketing
Generative AI is a powerful tool, but like any technology, it works best when used strategically. Let’s cover best practices that will help you make the most of AI capabilities.
Choose the Right Tools
Generative AI tools are only as good as their fit with your marketing goals. The right tools can help you streamline workflows, scale efforts, and, ultimately, deliver better results.
When researching which tools will work best for your needs, pay attention to:
- User-friendliness for easy team adoption
- Compatibility with your current systems and processes
- Features tailored to marketing goals and industry demands
Here are some popular tools to consider:
- ChatGPT: Ideal for brainstorming ideas, generating creative content ideas and refining messaging
- Claude: Excels in high-quality content creation
- Perplexity: Perfect for researching and synthesizing web content
- Lasqo: Creates on-brand visual assets with ease
- Userled: Specializes in creating personalized, audience-targeted marketing assets and content
- AdCreative: Ideal for designing high-performing advertisements
- Attention: Provides advanced tools for monitoring and analyzing campaigns
Maintain Human Oversight
AI can quickly create impressive outputs like content, visuals, and personalized assets. However, AI-generated outputs are only as good as the prompts you provide and the final refinements you make.
In other words, you need a human touch to fine-tune AI output. AI should serve as a creative assistant—augmenting, not replacing, human creativity.
The final touches, unique insights and strategic decisions should come from you. As a marketer, your expertise ensures your campaigns truly resonate with your target audience, maintain brand integrity, and feel human.
Get your team to review and edit AI-generated content to ensure it matches your brand’s tone, remains accurate, and aligns with your ethics.
Prioritize Ethical AI Usage
Generative AI has massive potential, but with that power comes responsibility. Ask yourself if you’re using it in a way that builds trust and reflects your brand values. Always disclose when AI is involved, follow copyright laws, and treat user data with the utmost respect.
Beyond legality, focus on fairness: your outputs should be inclusive, thoughtful, and accurate.
Table Title: Ethics of AI
Focus on Personalization
Nobody likes being just another face in the crowd, and this includes your prospects. With generative AI, you can deliver hyper-personalized content, dynamic messaging, and tailored recommendations that adjust dynamically to meet your prospect’s needs in the moment.
Personalization is one of the leading benefits of ABM. For example, Userled enables you to segment your audience based on firmographic data and specific behaviors so you can adapt and iterate in real time.
In turn, you can create more impactful experiences that drive stronger connections. It all leads to higher engagement, improved customer experiences, and campaigns that feel uniquely relevant to every recipient.
Just note that personalization goes far beyond swapping out a company name in an email header; the key here is combining personalization with relevancy. For example, you can share industry-focused case studies to demonstrate you’ve done your research about a prospect’s specific pain points and know exactly what value your solution can provide to them.
Start Small and Scale
Rule number 1: don’t bite off more than you can chew and build a solid foundation before rolling out any new tool or strategy at scale. Start with something simple, like generating social media captions or automating email responses. These manageable projects are a great way to get a feel for what AI can do without overwhelming your team or rolling out a flawed process.
In terms of account-based marketing, starting small could also mean testing AI-generated campaigns for select, high-value accounts. From there, our account-based marketing guide outlines the steps to scale these efforts to larger groups.
Plus, early wins in smaller areas can build momentum and provide valuable insights when you’re ready to tackle larger, more complex tasks.
Test and Optimize Outputs
AI is great at coming up with ideas, but even with your input, it’s unlikely to nail your content the first time around. That’s why testing and optimizing outputs are so important.
Try A/B testing to see what content clicks with your audience. Keep an eye on performance metrics like open rates and conversions, as well as insights on engagement and interaction, such as which targets are visiting your key assets (such as personalized landing pages), and how long they are spending once there.
Use that data to tweak your prompts and campaigns. The more you test and refine, the better your results will be.
Leverage Multimodal Capabilities
Your audience doesn’t live on just one platform and your content shouldn’t either. Generative AI shines here by creating everything from snappy text to stunning visuals and even short, engaging videos. This means you can easily optimize outputs for multiple channels.
AI can help you craft a cohesive message while tailoring each asset to the requirements of different channels. For example, you could use AI to design an Instagram post that grabs attention, write a follow-up email that deepens the conversation, and create a video ad that drives conversion.
Balance Automation With Creativity
While AI can produce ideas quickly, it can’t capture the human elements of storytelling or personal experiences. Your creativity, strategy and understanding of your audience are irreplaceable; AI can’t perfectly replicate your brand voice or grasp the needs of your ICP at the same level you do.
That’s why the best results come when you use it as a tool, not a crutch. Automate where it makes sense, but let your expertise drive the heart of your campaigns.
Stay Updated on AI Trends
Many marketing leaders freely share their insights and experiences with generative AI online. You can learn a lot by joining webinars and reading case studies that offer real-world insights. The experts are willing to show other marketers what’s worked and what hasn’t.
Another way to stay updated on artificial intelligence trends is to keep experimenting. Testing new AI features in tools you already use can uncover opportunities you didn’t know existed. The more you learn, the more you can integrate these advancements to drive smarter, faster results.
Generative AI Use Cases in Marketing
Ready to see generative AI in action? In this section, we’ll dive into real-world marketing applications. You’ll discover how AI can help with everything from creating killer content to fine-tuning audience targeting.
Content CreationGenerative
AI removes the initial hurdle of starting with a blank page in content creation. It takes care of the writing legwork, whether it’s drafting blogs, creating landing pages or coming up with social media posts. But AI is a helper, not a creator. You still need to steer it with clear directions so the output matches your brand’s voice. You provide the framework, the tone and the key points, and it takes care of fleshing out the details. If you feed it with well-defined input, the output will align more closely with your brand’s unique voice and personality, then you can polish it up till it's perfect. It’s about guiding the AI to match your vision so the content feels authentic and on-brand.Even better, use a custom GPT to get you closer to your desired output, whether that’s creating personalized content that draws leads in or optimizing your CTAs to spark a conversation with prospects.
Vincent Plassard, Growth Lead at Userled, says: “AI doesn’t replace creativity—it enhances it. It helps marketers like me bring ideas to life faster, more effectively, and in ways that resonate.”
Content Personalization
Personalization in marketing requires more than changing the name on an email. Instead, generative AI can create dynamic, individualized content based on real-time user data such as how many prospects have engaged with a page, and how long they are spending reading it.
For example, it can display tailored product suggestions that are relevant to an individual target account or dynamically change a website’s content based on a prospect’s stated interests. This level of content personalization means prospects aren’t being shown generic content; they’re getting something that feels handpicked for them.
And when content speaks to people on a deeper level, they’re way more likely to engage and act. In fact, personalized CTAs have a 202% higher visitor-to-lead conversion than generic CTAs, according to HubSpot.
Process Automation
As a marketer, it’s all too easy to get bogged down by repetitive tasks like scheduling posts, repurposing content and analyzing data. Generative AI can take over these time-consuming jobs and free you up to focus on what really matters.
Use the technology to automate campaign schedules so they run seamlessly while AI reshapes your content for different platforms, and based on audience behavior. Blobr, for example, helps you audit and optimize your Google Ads campaigns to maximize ROAS.
These tools can even handle your data analysis, giving you key metrics and trends in no time, so you can iterate and even rope in your sales team at just the right moment.
Opportunity Identification
Generative AI helps you find marketing opportunities that might otherwise go unnoticed. It does this by analyzing your data to detect trends, identifying emerging topics, and uncovering new, untapped audience segments that are ripe for engagement.
AI takes a deep dive into everything from social media conversations to tech stack changes and thoroughly scans these signals to surface valuable insights that might be otherwise overlooked. Tools like Common Room even enable you to to capture custom signals via AI-powered signal finders.
What sets AI apart is its ability to turn these insights into concrete, actionable strategies. In turn, you can make data-driven decisions that position your brand in the right place at the right time.
Ad Copy Generation
Whether you need attention-grabbing headlines, persuasive descriptions or compelling calls to action, AI can quickly generate ad copy tailored to your brand's voice.
With the right prompting and training, AI doesn’t just churn out random text. It’s smart enough to optimize the copy for each platform’s audience and format, to ensure your ads are as relevant as possible. With AI, you can quickly produce multiple versions of your ads for A/B testing, so you don’t have to rely on guesswork to see what resonates.
This means less time spent writing, more time spent refining, and better performance in your campaigns.
Personalized Email Marketing
Did you know that personalized emails yield a 26% increase in open rates? AI can dig deep into customer data, analyzing prospects’ history with your business, browsing habits, and interactions with your brand to craft emails that feel personal, not pushy.
Whether it's creating a subject line that hooks a person or suggesting a product or service they'll love based on their past behavior, AI makes sure each email hits the mark. This means higher open rates and increased conversions because every message should speak directly to what matters to the individual recipient, not to a mass audience.
This approach aligns with account-based marketing strategies, where the focus is on delivering highly tailored content to key accounts. Check out these account-based marketing examples to uncover how brands are tailoring email campaigns alongside other marketing efforts based on account needs.
Image and Video Generation
AI unlocks new ways for marketers to connect with their audiences through video and image generation. Tools like Invideo AI and Lasqo AI help you brainstorm and generate everything from quirky gifs for social media posts to sleek, polished visuals for your landing pages, all tailored to your brand’s identity.
No more searching through endless stock photo libraries and generic content that’s already widely used across the web. With generative AI, you get fresh, custom visuals that you can fine-tune to match your brand’s vibe and personality.
The best part is that AI works fast. You get the visuals you need quickly and efficiently. But do keep in mind that current AI models do have limitations and issues with consistency, for example: when generating large crowds, or crafting longer videos.
Customer Segmentation and Targeting
AI lets you slice and dice your audience based on detailed data, including demographics, behavior and preferences. With tools like Ocean.io and Tamtam, you can automatically identify key segments to target them with personalized content.
Then, with Userled, you can zoom into accounts that are actually engaged to make even better, more relevant content. This level of granularity means you can deliver exactly what each group wants, whether it's personalized emails, product recommendations or special offers.
The ability to engage each segment with content that speaks directly to their needs and desires opens up a whole new world of possibilities. This will open the door to greater engagement, better conversions and more meaningful connections with your audience.
Predictive Analytics for Marketing Campaigns
AI can look at past performance trends in your campaigns and help you forecast future outcomes so you can make smarter decisions at every step of the journey. It predicts what’s likely to resonate with your audience so you can fine-tune your approach before launching.
Plus, it can identify risks in advance, allowing you to tweak your strategy before things go off track.
It doesn’t just focus on the big picture either; AI can dig into the details to help you optimize budget allocation and ensure every dollar is spent in the areas where you’ll get the best return on investment. Whether it’s optimizing ad spend or reallocating funds to high-performing channels, it can ensure your resources are used efficiently.
Brand and Voice Messaging Consistency
Showing up with a consistent tone of voice and brand message is important for winning over customers. Generative AI can help make sure that’s always in check.
It can analyze your existing content to understand the nuances of your tone, language and style, then apply its learnings across all customer touchpoints, from emails to ads to landing pages.
Plus, it can take your voice and translate it into other languages, keeping the messaging intact while adapting to local cultures and nuances.
Userled AI Tools for Better Marketing Processes
Generative AI is redefining marketing by transforming traditional processes into dynamic, data-driven journeys. It has many practical use cases for marketers, from creating engaging content and delivering hyper-personalized experiences to optimizing campaigns with predictive analytics.
AI provides the tools to empower your marketing team to operate with greater precision and scalability. However, its true impact lies in thoughtful implementation—by balancing efficiency with ethical, creative oversight.
For companies running account-based marketing campaigns, Userled offers a compelling advantage. By streamlining audience targeting, automating tailored content creation and powering up detailed audience insights, it ensures your campaigns are not only impactful but also measurable. In turn, you can drive consistent and strategic growth.
Author
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
.png)
.png)
