With the worldwide income for AI in advertising pegged at over $107.5 billion by 2028, there is no such thing as a doubt that AI in content material advertising will (and should already) be an integral a part of the digital advertising panorama.
Technique, analysis, content generation — there is no such thing as a scarcity of how AI can be utilized. However for the creator or marketer who needs to remain forward of the curve, what precisely does it appear like?
Utilizing the actual experiences of selling professionals and knowledge from our current State of AI for Entrepreneurs survey, I’ll reply your questions on how creators and entrepreneurs are utilizing AI and what this implies for his or her output and productiveness.
Desk of Contents
What’s AI in content material advertising?
Whereas there’s no customary definition of “AI in content material advertising,” I’ll try and construct one based mostly on the understanding of the 2 ideas.
Google defines AI as “a set of applied sciences that allow computer systems to carry out quite a lot of capabilities, together with the power to see, perceive and translate spoken and written language, analyze knowledge, make suggestions, and extra.”
Combining these two ideas into one definition for AI in content material advertising would appear like this:
AI in content material advertising entails utilizing applied sciences that analyze knowledge, perceive language, and make suggestions to create, publish, and distribute content material designed to interact a web-based viewers.
Advantages & Most Common Methods to Use AI in Content material Advertising and marketing
I’ve gathered a few of the hottest functions of AI in content material advertising, and their advantages are beneath.
1. Textual content-based Content material Creation
In our 2025 State of AI report, 55% of entrepreneurs positioned content material creation as the most well-liked use case of AI in content material advertising. This echoes what we discovered final 12 months however with a powerful uptick of 12%.
Content material can take many types — written, visible, video, and audio, however let’s face it: writing isn’t everybody’s favourite activity or most pure talent, so it’s no shock to see the prominence of text-based items. Generative AI can bring this to life at scale.
“As a PR professional working with high-growth SaaS startups and VC firms, AI enables us to craft more personalized stories that resonate deeply with their audiences, drive engagement, and ultimately, build stronger, more credible brands,” Sim Aulakh, founding father of PR agency EstablishCred, says.
However bear in mind, don’t make the error of utilizing AI-generated textual content with out making it your individual. HubSpot Principal Advertising and marketing Supervisor and blogger Ramona Sukhraj explains why.
“Regardless of the operational positives, AI is suffering from issues about plagiarism, bias, knowledge safety, and the potential for presidency regulation. In different phrases, uncooked AI content material could be very problematic as it’s spinoff by nature.
You see, AI content material mills are constructed on current content material generally gathered from the Web. That is how they “be taught.” Each time you enter a immediate or question right into a instrument, AI merely reaches into this data financial institution and picks out what it thinks is most related to what you need.
Meaning it simply compiles issues already on the market. There’s no assure that your outcomes will probably be totally different from what the instrument produces for one more consumer and even from what’s already printed on-line.
It additionally definitely received’t be written along with your model’s voice or differentiators in thoughts, or supply the experience, expertise, authoritativeness, or trustworthiness (EEAT) Google SERP calls for of the pages it ranks.”
Our survey supported this concept, discovering that solely 7% of entrepreneurs use AI to create whole items with out enhancing. 56% of entrepreneurs considerably revise AI-generated textual content or change it utterly, whereas 38% make minor tweaks earlier than publishing.
Advantages: In utilizing generative AI to do something from writing advertising copy to turning textual content into video, entrepreneurs can save time and improve productiveness within the content material creation course of.
2. Analysis
Nice entrepreneurs are additionally nice researchers.
Content material entrepreneurs, specifically, have to know sufficient about clients, rivals, and their trade to make assured choices about the whole content material manufacturing pipeline. That’s possible why analysis got here in as our second hottest use case for AI in content material advertising, with simply over 47%.
AI instruments could be fairly helpful to find data and analyzing volumes of information to determine tendencies, key phrases, and related data, all in document time.
For instance, HubSpot’s new AI Search Grader — a first-of-its-kind, free app that shortly analyzes your model based mostly on what your prospects and clients are seeing throughout AI engines like google — offers you actionable suggestions on find out how to enhance. Think about the wonders this could do for any advertising group.
Advantages: Moreover saving effort and time, utilizing AI for content material advertising analysis ensures that choices are made extra shortly and confidently than handbook analysis. Superior AI fashions may even extract up-to-date data for extra correct content material planning.
3. Automated Conversational Advertising and marketing
Consider it or not, 74% of shoppers favor to speak to a chatbot when in search of fast solutions. However why precisely?
“Shoppers count on prompt entry, actual conversations, and types that reply like actual individuals, not company robots,” explains Rachel R. Pitchford, Proprietor & Principal Marketing consultant at Life Advisors. “It’s not nearly fixing issues; it’s about displaying up the place individuals already are and proving that your model listens, cares, and acts.”
Sadly, fielding questions and conversing in real-time isn’t at all times attainable, particularly for small companies. 41% of manufacturers are utilizing AI to assist, whether or not it’s on their web site or social media.
50% of marketers already use an automatic response instrument to subject customer support requests on social media, whereas others have web site chatbots that begin a dialog with customers after they go to particular pages (e.g., pricing or demo web page).
HubSpot even makes use of this technique on its web site:
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A chatbot like this could ship related content material, affords, and even simply ask if the consumer has questions.
Professional tip: Drift, Fb Messenger, Slack, and ManyChat are nice choices to arrange chatbots or automated conversations for your online business, but when your web site is hosted on HubSpot, you can too use HubSpot Conversations.
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4. Media Content material Creation
In response to our findings, producing media content material can also be a preferred use case for AI. (I’m truthfully stunned it wasn’t #1.)
56% of entrepreneurs reported utilizing AI to create short-form movies, whereas 53% are utilizing it to generate photos, and 42% are creating long-form movies.
Advantages: Many small companies and entrepreneurs lack the design and visible arts abilities wanted to supply visible content material, the time to develop them, or the funds to rent them.
Synthetic intelligence helps overcome these challenges to create lovely outcomes and preserve them aggressive.
5. Knowledge Evaluation and Reporting
To find out how content material is faring out there and impacting the enterprise, entrepreneurs want knowledge analytics. AI-powered analytics instruments can consider content material efficiency and generate detailed reviews on engagement metrics, ROI, and viewers conduct.
As an illustration, you possibly can add a spreadsheet of information into ChatGPT and ask it to summarize any outstanding tendencies for you or ask for suggestions based mostly on it.
It may well additionally analyze and interpret knowledge quicker than humanly attainable to:
- Present and discover insights
- Section your clients
- Establish buyer tendencies and preferences
- Create dashboards and reviews (and even robotically electronic mail you the report)
- Monitor enterprise efficiency
Be taught extra about utilizing AI for knowledge evaluation in HubSpot’s free information: “The best way to Use AI for Knowledge Evaluation.”
Advantages: Offers data-driven and actionable insights for optimizing content material methods and will additionally automate reporting. This improves the standard of choices the marketer makes which, in flip, impacts efficiency positively.
Challenges of Utilizing AI in Content material Advertising and marketing
As nice as AI sounds for content material advertising, it nonetheless has some challenges — particularly on the subject of content material technology.
Knowledge High quality
Knowledge high quality is without doubt one of the most important issues on the subject of AI use of any variety.
Synthetic intelligence sometimes generates content material based mostly on data and knowledge gathered from the web or discovered from different customers, and sadly, not every little thing out there’s based mostly on information.
Our survey discovered that 43% of entrepreneurs wrestle with AI producing inaccurate data.
Understanding this, you possibly can’t at all times know if the content material you get from AI is sound or based mostly on dependable sources. This may be harmful when utilizing AI to generate issues like academic weblog articles or doing analysis.
Plagiarism
The best way AI “learns” additionally comes with the risk of plagiarism.
If you’re using AI to generate content, it will be inherently derivative — based on things that already exist. Because of this, there’s always the possibility that your results may be similar to something already ranking or even those delivered to another user.
Imagine publishing a blog article with almost the same exact content as one of your competitors. Not only does this look back to your audience, but it also hurts you in search engine results.
Bias
Whether you’re generating content or doing research, it’s not uncommon to see bias when working with AI. 34% of our survey respondents agree, including HubSpotter Sukhraj.
Flori Needle, senior marketing manager at HubSpot, reflects on why, saying, “AI is biased because society is biased.”
“Since society is biased, much of the data AI is trained on contains society’s biases and prejudices…For example, an image generator asked to create an image of a CEO might produce images of white males because of the historical bias in employment in the data it learned from.”
You may also see stereotypes or bias emerge in your strategic suggestions or research. So, be wary.
Privacy
While AI can genuinely help speed up your work, you often have to share detailed information to produce worthwhile results (i.e. maybe your buyer persona, brand guidelines). AI is currently unregulated, so there is no guarantee your shared information won’t be stored or passed on to others.
41% of marketers in our survey cited data privacy concerns as the primary barrier in their AI use. 75% prioritize this when evaluating new AI tools.
How I Use AI in Content Marketing
To help illustrate how you can use AI in content marketing, let’s walk through a potential scenario from start to finish.
Without a good idea, it’s impossible to get the content on the road to either attract or engage audiences. So, we’ll start with brainstorming.
Assume I’m a content marketer at HubSpot who needs a cool video idea for distribution on our social media channels.
I found a cool AI brainstorming platform called Ideamap AI and requested it to brainstorm a video content material thought for HubSpot, after offering context on what sort of model HubSpot is. You’ll discover that the map it produces is a bit a lot, contemplating that I have already got hassle deciding what I need to do.
I selected the primary thought and used the increase with AI choice to generate extra concepts or inspiration for advertising content material.
A method AI can be utilized for concepts or inspiration is by making a temper board with instruments like Kive.ai.
Given the sheer vary of choices for enlargement and transformation out there, it’s practically unattainable to not discover one thing you’d be prepared to work on.
So, we’re creating an animated explainer video showcasing how HubSpot connects advertising, gross sales, and customer support.
To get correct data wanted for this video, I might want to extract it from the web site. This time, I’ll make use of the analysis talents of ChatGPT Plus, which might pull real-time data from the web.
Whereas it does job of extracting the knowledge (from six websites), the output shouldn’t be precisely video materials. So, the following step can be to ask it to create the video script, which might kickstart the content material creation course of.
I may confirm the claims ChatGPT made — or discover extra related data for my analysis — with HubSpot’s AI Search Grader. Briefly, this instrument gauges a model’s visibility in AI engines like google and divulges any further particulars AI assistants show each time customers ask one thing associated to the model in query.
For instance, ChatGPT largely covers HubSpot’s ease of use, expansive toolset, and nice buyer assist. I may use these particulars within the intro of my video script.
Talking of which, the following step can be to return to ChatGPT and ask it to create the video script, which might kickstart the content material creation course of.
Since OpenAI’s Sora has nonetheless not been launched to the general public, I needed to discover out there options. It’s price mentioning right here that 70% of the entrepreneurs we surveyed say they can’t wait to make use of the brand new tech.
Nevertheless, Elai, an intuitive AI video creator, got here in helpful.
Creating the video with the script ChatGPT helped me create was certainly simple, though I have to point out that there have been not many video enhancing choices to select from.
Utilizing an avatar, an American voice pattern and a clean background with HubSpot’s model coloration have been so far as I may go, particularly as somebody with restricted video enhancing abilities.
Whereas I believe this try was removed from flawless, it was a stable effort. With some extra time to refine the small print, I consider it has the potential to be even higher.
AI in Content material Advertising and marketing Examples
1. Producing Photos: Nazrana
Not too long ago, OpenAI launched its most superior AI image generator to date, and it included a style mimicking the work of Japanese animation company Studio Ghibli. Social media has since exploded with images in the style.
One brand that jumped on the trend was New Jersey-based South Asian fashion retailer Nazrana. The retailer, known for its South Asian version of “Say Yes to the Dress,” used the tool to create and share images of some of the couples it has worked with over the years.
2. Generating Ideas & Inspiration: Mateo Toro
There’s an abundance of marketing professionals leveraging AI to boost their productivity and enhance their strategies.
For example, filmmaker and photographer Mateo Toro lately began utilizing Kive.ai to design temper boards to develop remedies for his movie initiatives.
A video remedy is a option to convey a mission’s idea or story. Many video remedies contain the usage of photos and visible media discovered on-line or in earlier works.
“Video remedies take time. It’s important to scrub by way of the video, take screenshots, and edit for the video remedy,“ Toro defined. ”[Kive.ai] simply makes it a lot simpler for me to search out the video that has a mode or tone I am trying to emulate.”
With Kive.ai, creators can paste the hyperlink of a video into the system, and Kive.ai will extract frames from the video as screenshots to import right into a board. Toro says the method can save him hours of time.
“In a video remedy, I could possibly be going by way of 10, 15, 20 movies to reference,“ he stated. “You add that up, and it may simply be an hour of time simply scrubbing by way of, screenshotting, and dragging content material to a remedy.”
3. Writing Copy: Bethany Anderson
Then there’s Bethany Anderson, a public data officer for Milton, Florida, who says ChatGPT streamlines the writing facet of her job.
“I adore it as a result of ChatGPT is a software program that learns,” Anderson explains.
She says ChatGPT can mimic her writing model, so she’ll generally use the instrument to write down press releases, social media posts, and Website positioning-friendly weblog content material.
Anderson says the instrument is helpful as a result of writing is an important a part of her job, however it’s removed from the one duty she has to deal with day by day.
“I’m behind the scenes planning occasions and getting them out to the general public,” she says. “So, ChatGPT permits me to get the writing finished in a very simple, seamless manner in order that I can get to the bones of my job — which is outreach.”
Anderson admits she was cautious of ChatGPT at first however examined it out throughout per week that was jam-packed with deadlines.
“There was this one week a few months in the past after I had so many deadlines, so many social media calendars due, so many blogs due, and so many bios due — I used to be drowning,” she recollects. “So, I stated, ‘I’m going to present it a strive.’”
Days’ price of writing assignments could possibly be accomplished in only a few hours due to the help of AI, in accordance with Anderson.
Her expertise aligns with the findings of our survey — practically 80% of entrepreneurs stated generative AI has a optimistic ROI on their content material writing duties.
“We’re speaking about days of your life that you simply get again,” she stated. “And, to me, time is efficacious. It is extra invaluable than cash.”
4. Modifying Drafts: Irina Nica
Alternatively, Irina Nica, former HubSpot Senior Product Advertising and marketing Supervisor, used HubSpot’s AI Content material Author to edit her drafts.
“It is like having a second pair of eyes that helps me undergo my drafts, tidy them up, and get them on the market quicker. Don’t get me incorrect … Writing is a big a part of my job and one thing that AI can’t take over, however it certain helps to hurry up the nitty-gritty bits like enhancing.”
She additionally used ChatSpot, HubSpot’s AI chatbot answer designed to assist companies carry out advertising and gross sales operations, to supercharge her analysis.
“I like to make use of ChatSpot for getting fast suggestions for merchandise, books, or any sort of useful resource actually. Say I‘m in search of one of the best product advertising e book for SaaS corporations; usually, I’d be knee-deep in Google searches, studying articles, and trying out suggestions on Goodreads,” Nica says.
“However with the suitable immediate, ChatSpot can get me there 10X quicker. I nonetheless give its remaining advice a fast Google examine, however it’s a brilliant helpful shortcut.”
Way forward for AI for Content material Advertising and marketing
Will AI substitute content material creators?
A typical concern surrounding the usage of AI is whether or not the expertise will substitute human entrepreneurs and creators. Nima Olumi of Lightyear Methods says it’s unlikely.
“We use AI to drag a variety of statistics, provide you with fascinating angles to pitch to corporations, and work round sure angles which are advertising and media-friendly,” Olumi stated. “I don‘t assume it’s a whole substitute for writers or thinkers.”
Writing and content material creation are subjective fields, in accordance with Olumi, they usually nonetheless require individuals to do the mandatory essential considering to resolve the type of content material that will get printed.
In the end, Olumi predicts a future the place AI will help entrepreneurs and creatives in bettering their output and producing content material in a shorter time.
This is smart, contemplating our survey discovered that 74% of entrepreneurs agree that AI instruments might help them be extra productive of their roles.
Olumi encourages professionals to embrace AI and use it to their benefit fairly than draw back.
Particularly, he says creators ought to spend time studying and testing functions like Open.ai and ChatGPT to see their totally different capabilities.
“Spend hours asking query after query to see how far you possibly can push the boundaries of the appliance to serve your wants,” he stated. “It’s important to feed it context.”
Making the Most of AI
Because the presence of AI in advertising continues to develop considerably, I recommend you’re taking the time to find the way it can greatest serve your individual group’s wants.
Professionals and creatives like Olumi, Aulakh, Anderson, Nica, and Toro all discovered methods to make use of AI to assist them enhance the effectivity and high quality of their content material.
As a substitute of worrying whether or not the robots will take over, I like to recommend discovering methods to work alongside AI, so that you and your organization can stay aggressive out there and important to your purchasers.
Editor’s notice: This submit was initially printed in April 2023 and has been up to date for comprehensiveness.
