10 New Ways to Harness Generative AI for Product Marketing in 2024

Did you know that a recent survey revealed that 90% of marketers are using AI in their job, with about 25% saying they use it a LOT. The number one area for usage is, no surprise, in content creation. Another 25% say they plan to increase their AI usage in the coming year. Where are you on your generative AI usage journey? You already have overwhelming pressure to stand out. Between managing intricate portfolios, crafting attention-grabbing content, and targeting the right audience, the challenges can pile up quickly. Generative AI for Product Marketing is your savior and in this blog post, I’ll share ten innovative ways to harness Generative AI and supercharge your product marketing strategy – even if you have already started, there are so many ways to do even more! Let’s dive in and explore how you can ride this wave of AI-powered marketing!

Understanding Product Marketing

Let’s first ensure we agree that Product marketing is crucial during the “Consideration & Evaluation” stage of the customer journey. You are “marketing” (ie: communicating important messages to a target audience) about your “product” (so this is not thought leadership or other awareness content, and it’s not focusing on user engagement and loyalty activities). So, at this point in the journey, you are trying to connect with potential customers who know what they need and are actively weighing their options. So, what can you do to support them? Here are some must-have activities to consider:

Educate your audience	Provide clear and helpful information on how your product solves their pain points. They need to see that you genuinely understand their challenges.
Showcase testimonials	Share success stories from satisfied customers. Hearing real experiences can build trust and sway their decision. Having an effective advocacy program is critical to getting this vital content.
Compare products	Help potential customers see how your solution stacks up against competitors. Be transparent about the benefits you offer.
Offer free trials or demos	Let them experience your product firsthand. Nothing speaks louder than a firsthand experience! (Caveat: Is your first-touch product experience good enough to support trial evaluation, or does it need adoption support? Be honest with yourself; you only get one chance to make a lasting impression.)
Engage on social media	Be where they are! Answer questions, participate in discussions, and be approachable.

Remember, the more you can connect with your potential customers and provide value, the better your chances are of winning them over. Your goal is to convince them that your product is the right solution for their needs and move them closer to making a purchase decision.

The Difficulties With Product Marketing

Product Marketing is easy, right? Not so fast! I’ve been in and around product marketing for, well, let’s just say it has been a LONG time, and good product marketing is not so easy. Product marketing can be super rewarding, but let’s be real—it comes with its fair share of challenges. First off, you’re navigating a market that’s always shifting, and if you want to keep pace, anticipating customer needs and spotting trends is a must. It’s like trying to hit a moving target! (It also doesn’t help if your product experience changes faster than you can validate copy…)

Explaining complex product features can be challenging. You want to make it engaging and easy to understand, right? Remember, not everyone is a tech expert, so it’s crucial to translate technical jargon into relatable messages for your audience. If done effectively, your message will resonate in your prospects’ brains as if it had always belonged there. However, if you miss the mark, you risk leaving room for competitors to swoop in with more straightforward explanations that better connect with your audience’s needs and interests. And we are all guilty of making that mistake once or twice in our careers. (Or once or twice a day for some of you!!)

And don’t get me started on the difficulties around measuring the success of your marketing efforts. That can feel like a maze (or maybe like running on a treadmill and not actually going anywhere). Which metrics do you track? How do you link your campaigns to sales? How do you know what content and messages are influencing buying decisions and what ones are not? Getting a handle on analytics is crucial to see what’s really working.

Lastly, don’t overlook the importance of team alignment! You are the crucial link between product development, sales, and customer service. Ensuring everyone is on the same page requires strong communication and persuasion skills. Achieve this by crafting compelling messages that others will want to emulate, making your role much easier. As your influence grows, you’ll find yourself in high demand, with everyone seeking your Midas touch. Fortunately, Generative AI for product marketing is your trusty sidekick that helps you manage it all.

10 New Ways to Use Generative AI for Product Marketing

In less than a year, Generative AI has proven to be a game-changer (yes I don’t like that word BUT in this case it fits!) for product marketing professionals like you. This incredible technology streamlines and automates several aspects of your role, making your tasks more manageable and your strategies more effective.

Here are ten use cases to harness generative AI for product marketing:

1. Quality Content at Scale
2. Product Videos
3. Review Summaries
4. Competitor Insights
5. Personalized Recommendations
6. Personalized Communications
7. Product Feature Updates
8. Ad Copy Generation
9. Audience Insights
10. Events and Webinars

1. Quality Content at Scale

As a marketer, I know the struggle of constantly needing to produce high-quality content that resonates with different customers and is suited for various communication channels. But with generative AI for product marketing, I’ve found a game-changer. This technology enables you to create boatloads of great content quickly and easily, repurpose it for different formats and channels, and target multiple customer segments simultaneously, all while ensuring that the content is of the highest quality. What’s more, when it’s trained on your good content, knows your style and brand voice, the AI’s output is also good, and the better you prompt it, the better the outcome! But, of course, there are some caveats to consider. It isn’t the magic easy button some might hope for, and it’s essential to understand pitfalls to avoid. Still, generative AI for product marketing offers a valuable opportunity to produce quality content at scale, saving you time, money, and resources while delivering impressive marketing results. I have so many articles to write on this specific topic, I have learned so much over the past year, stay tuned! (I might make a newsletter out of it…)

2. Product Videos

You know, I remember when I first stumbled upon generative AI tools and thought, “Could this really help me create product videos?” I was skeptical at first, but then I dove in. It was like discovering a hidden superpower in the world of product marketing. These AI tools have transformed how I approach my videos, and I can’t help but share some of my experiences and tips with you.

First off, the scriptwriting aspect was a game-changer for me. (And yes, as a product marketing guy, I hate the word “game-changer” — but in this case, it’s an accurate description!) I’d spend HOURS trying to craft the perfect narrative, and while I loved the creative process, it was time-consuming and, honestly, a bit draining. Ever pulled your hair out trying to get the perfect sentence (or 2, or 3, or 10)? Save your hair – start using generative AI for product marketing. These tools can whip up engaging scripts faster than I can finish my morning coffee. They help me draft storyboards that align with my vision, ensuring my product’s message is not only clear but also captivating. It’s like having a creative partner who never needs a coffee break.

Then there are the visuals—oh, the visuals! Stock images and videos can be so repetitive. Have you ever noticed that product videos often feature the same stock actors you saw just last week? Hiring your own talent is out of reach for many, and even using employees—regardless of their on-screen presence—comes with privacy concerns and turnover issues. So, let’s move past the clichéd slow-motion b-roll and limited stock actors. Instead, harness the power of generative AI to create stunning images and virtual product experts. We’re now witnessing the emergence of realistic and captivating b-roll video generation! Imagine having a lineup of virtual actors for every product line, ready to showcase your offerings in a unique, personalized b-roll between product shots.

The AI voiceover feature is a true standout. I used to spend hours recording my voice overs only to have the script change as I was compiling the final video! And trying to finding the right voice talent for other more “professional” videos, but now I can generate realistic voiceovers that effectively guide the audience through the product’s features. What’s even more impressive is the ability to personalize the experience. AI can adjust the voice and tone to resonate with different demographics, allowing me to provide a tailored experience for each viewer instead of a one-size-fits-all demo. And yes, I did clone my voice, and I can now speak multiple languages! 🤣

Now, don’t get me wrong, AI isn’t doing all the heavy lifting alone. I still need to monitor the output to ensure it aligns with my brand’s standards and values. There’s always a bit of human touch needed to make sure the video communicates the product’s value effectively. I’ve learned that AI is a tool, not a replacement. Think of it as a trusty sidekick rather than the hero of the story.

One piece of advice I’d give? Don’t be afraid to tinker with the AI settings. Experiment with different styles and tones. It took me a few tries to get the personalization just right, but it was worth the effort. And, of course, keep an open mind. AI tools are evolving, and staying ahead means embracing these changes and learning along the way.

In the end, using generative AI for product videos isn’t just about keeping up with trends; it’s about enhancing how we share our products with the world. It’s about making the process smoother, more efficient, and ultimately, more engaging for the audience. So if you’re on the fence about trying AI for your product videos, take the plunge. You might just find it’s the best decision you’ve made for your marketing strategy.

3. Review Summaries

Generative AI is changing the game for product marketing teams! (There is, again, “game-changer”!) By harnessing this technology, you can streamline the process of analyzing countless customer reviews and pull out the key insights that matter most.

These AI systems excel at understanding sentiment, tone, and context within reviews. After processing this information, they can create concise, informative summaries that truly reflect customer opinions and experiences, providing you with invaluable insights into your product’s strengths and areas for improvement.

Want to get even more specific? These summaries can be customized to focus on particular features or issues, giving you the granular details needed to guide product development and marketing strategies. This means your messaging can be targeted and effective, based on what truly resonates with your customers. Generative AI transforms the daunting task of navigating extensive review data into a manageable and beneficial process.

4. Competitor Insights

Generative AI is transforming product marketing by unlocking valuable insights about your competitors. Have you thought about how this technology can give you an edge? By tapping into data from public sources like websites, blogs, review sites, and social media, you can gather crucial information about what competitors are doing right and where they fall short.

Imagine analyzing a mountain of data to learn about the sentiment, tone, and context surrounding competitor products. This insight helps you build a clear picture of their strengths and weaknesses, along with their market positioning. Understanding this competitive landscape is essential for spotting market gaps and seizing opportunities to make your product shine.

Generative AI can highlight customer favorites in competitor offerings while pinpointing their pain points. This kind of competitor analysis isn’t just insightful; it’s actionable. It shapes your product development and marketing strategies, allowing you to craft a unique value proposition that stands out in the marketplace.

With generative AI, you can turn the daunting task of sifting through vast amounts of data into an advantage that enhances your strategic decision-making. Don’t miss out on this opportunity—start exploring how generative AI can elevate your marketing efforts today!

5. Personalized Recommendations

Generative AI for product marketing can help you to revolutionize customer engagement. You know how crucial personalized experiences are for boosting conversion rates and building loyalty. With generative AI, you can tap into customer data from browsing and purchase histories, plus feedback, to predict what they really want.

This powerful AI dives deep into data, pinpointing products and services your customers are likely to love. But it doesn’t stop there! These smart recommendations can suggest complementary items, alternatives, or exciting new finds tailored to their preferences. Imagine offering a personalized shopping experience that not only delights customers but also enhances satisfaction and drives sales.

Generative AI, therefore, offers you a powerful tool to understand your customers better and engage with them in a more meaningful and personalized way. By embracing this technology, you can transform your customer’s journey into a series of delightful and unique experiences that set your brand apart.

6. Personalized Communications

Generative AI is transforming product marketing by significantly enhancing personalized communications in your content creation and messaging. Imagine being able to create tailored content for each customer, taking into account their individual preferences, past interactions, and behaviors. This technology can whip up personalized emails, social media posts, and product descriptions that truly resonate with each recipient.

What’s more? Generative AI can analyze vast amounts of data, continuously evolving your personalization efforts. It learns from every interaction, sharpening its insights into what content and messaging hit the mark. As a result, your communications become more targeted, relevant, and effective as time goes on.

By harnessing generative AI in product marketing communication strategies, you’re ensuring that every message feels personally relevant to your customers. This not only elevates their experience with your brand but also boosts your engagement and conversion rates. It’s time to step up your game and reap the benefits!

7. Product feature Updates

Your R&D team just provided an update on the latest enhancements to your fantastic products. While the details are accurate, they may not resonate with users as much as you’d like. Your R&D team may have all the technical know-how, but translating that into relatable content can be a hurdle. This is where generative AI for product marketing comes into play. It turns those technical updates into content that’s not just accessible but also captivating.

You can easily customize the tone and voice based on your targeted audience and channels, making the updates feel unique to your brand while building trust with your audience. Picture this: you craft compelling “what’s new” updates that connect with everyone—from beginners to seasoned pros and managers. With technology constantly advancing, keeping your audience informed about product innovations is critical.

Speed is another significant perk. Traditional content creation can be time-consuming, often requiring multiple revisions. With generative AI, you can whip up quality content in minutes, freeing up your time for other priorities. And this also keeps you ahead of your competition. Regularly updating your website or social channels with fresh, informative content demonstrates to users that you’re continually innovating and staying on top of industry trends.

8. Ad Copy Generation

As a product marketing professional, generative AI can significantly assist you in creating ad copy that is distinctive and meaningful to your intended audience. With AI’s ability to process and analyze large data sets, it can craft ad copy that aligns with your customer’s preferences, interests, and needs. 

This means you no longer have to wrack your brains coming up with catchy phrases or compelling messages. The AI does the heavy lifting, generating numerous ad copy variations for you to choose from, each tailored to different audience segments or marketing channels. All you need to do is review the generated content, select the best fit, add some personal touches, and you’re ready to engage your audience with high-impact ad copy. 

Moreover, generative AI for product marketing saves you time and effort, enabling you to focus on strategic aspects of your role. It’s like having a personal copywriter who understands your product and audience, ready to deliver tailor-made marketing messages at any time. This innovative approach to ad copy generation can significantly boost the effectiveness of your advertising campaigns.

9. Audience Insights

Generative AI can become an invaluable tool in your arsenal by providing deep and actionable insights about your audience. With its ability to analyze immense amounts of data, it can identify patterns impossible for a human to spot. These patterns can help you understand your audience’s behaviors, preferences, and needs on a much deeper level. 

For example, you can use generative AI to understand what type of messaging resonates most with your audience, what features they find most valuable, and what factors drive their purchasing decisions. This information can help you tailor your marketing strategies to effectively engage your audience with the right messaging at the right time, ultimately leading to increased conversion rates and sales. With generative AI at your side, you can become more data-driven in your decision-making, ensuring that your strategies are backed by solid evidence rather than guesswork. 

Once you have audience insights, generative AI can help perform various tasks to enhance your marketing efforts. It can generate personalized content for individual users based on their behavioral patterns, thus improving engagement rates. It can also predict future trends based on existing data, assisting you in staying ahead of the curve and adapting your strategies proactively. Furthermore, AI can segment your audience based on different parameters, allowing for more targeted and effective advertising campaigns. With deeper audience understanding and the power of AI, you can create a marketing playbook that is data-driven, dynamic, and customer-centric.

10. Events and Webinars

We both know that one of the best ways to engage your prospects and users is through events and webinars sprinkled throughout the customer journey. By leveraging generative AI for product marketing, you can create a more engaging and impactful experience for your audience at every phase: pre-event, during the event, and post-event.

Pre-Event	Generative AI can analyze data from past events and participant behavior to help you design webinars that truly resonate with your audience. It can identify trending topics that spark interest, the types of presentations that keep attendees engaged, and the optimal duration for your sessions. Additionally, AI can personalize your webinar invitations based on each individual’s past engagement and interests, ultimately boosting participation rates. By automating teaser videos for upcoming events, you can generate excitement and anticipation among your audience.
During the Event	During your live streams and webinars, AI-powered tools provide real-time analytics to gauge audience engagement. You can adapt your presentations on the fly based on audience reactions and interests. Furthermore, by recording your sessions, generative AI can automatically transcribe and summarize the content, analyze sentiment, and highlight key questions that arise during the event. This allows you to address audience concerns in real-time and ensures that everyone feels heard.
Post-Event	After the event, generative AI can assist in analyzing feedback to identify areas for improvement. It can generate key moment summaries that highlight what attendees may have missed, making it easier for them to catch up on important points. The AI can also extract and repurpose customer presentations and testimonials for future marketing efforts. Additionally, the automated summary and transcription of your webinars enable you to create engaging replay content, complete with sentiment analysis and follow-up recommendations to keep the conversation going.

By embracing generative AI as your strategic partner, you’re not just utilizing data; you’re harnessing intelligence to craft flawless webinars and events. This approach ensures that every step of your customer’s journey is memorable, ultimately turning prospects into loyal customers.

The Bottom Line

Generative AI is revolutionizing product marketing! Its uses range from creating engaging content to organizing impactful events. For marketers, incorporating AI streamlines our efforts and strengthens our connection with customers. The future of product marketing is closely linked with the capabilities of generative AI, and those who adapt will lead the way. In fact, I believe that if you are not using these tools, you will become obsolete and be replaced by those that do. Our world is changing so rapidly that it will make your head spin. If you haven’t started yet, there is still some time to stay ahead of your competition, but that won’t last long!