Author: Franz Malten Buemann

 

 

In this article we  break down painpoints of CRMs and explain in detail how CDP solves them all, streamlining marketing efforts and paving the road to Customer Intimacy.

Many eCommerce companies still utilize some form of CRM software, in rare cases Data Management Platform (DMP). Having this in mind, we decided to compare the system you might be using with a Customer Data Platform (CPD), to highlight the distinct advantages of CDP. 

CDPs did not emerge from nothing. From CRM to second generation CDPs, they are all more and more perfect iterations of the same idea – to understand customers better.

 

A brief history of customer data systems. From CRM to CDP

 

According to research 48 percent of consumers expect specialized treatment for being a good customer (Accenture) . A proactive attitude and extremely personalized service are required. In 2023 solving problems with template solutions does not account for a delightful customer experience anymore. Though companies work hard to address the customers’ expectations, it is not always easy to achieve. Marketers and customer service need very detailed customer data to personalize their offers and activities. Data scientists need to deliver useful data for the marketers and customer service lightning fast, so they can help out the customers here and now. This expectations grew over the years, and the software solutions with them.

 

Customer Relationship Management

 

In 1986, the first CRM debuted. Customer relationship management (CRM) refers to the principles, practices, and guidelines that an organization follows when interacting with its customers.

During the 1990s, CRM software became more prominent, as it allowed businesses to manage interactions with both customers and potential customers. 

It is a technology for managing a company’s relationships and interactions with all of its customers and potential customers. It started with sales, then customer service and marketing came along. Finally commerce joined. Primarily however, CRM works with operational data of known customers. 

customer data, scoring and attributesopt-in preferencesproducts/orders

 

Master Data Management

 

The next step in data management evolution came in the form of master data management (MDM). It provided a 360-degree of customers using structured (and later on) unstructured data. It provided no advantages to marketing teams, as it was designed only for IT.

 

Data Management Platforms

 

During the 2000s data management platforms (DMP) started. A direct predecessor to CDP platforms, that was “almost it”, DMP gathers and organizes second and third-party data and shares it with other marketing technology systems to gain deeper insights into customers. It can also segment anonymous ID’s.

customer recognitionaudience segmentation, activation and orchestrationlook alike modeling and third-party data

 

Customer Data Platforms

 

All of them had a similar problem, they stored data in silos and did not exchange it, so building a single consumer view, useful for marketers, was next to impossible. The introduction of the first-generation Customer Data Platforms (CDP) – a term coined in 2013 – promised to solve this problem and become a single source of truth useful not only for marketers but across all the company. 

Like we explained in a What Is A Customer Data Platform? CDP In A Nutshell part 1 a Customer Data Platform is packaged software that creates a persistent, unified customer database that is accessible to other systems.

“Packaged software” means that CDP is ready-to-use, off-the-shelf software, provided usually by the vendor. 

The part about “persistent, unified customer database” means that CDP collects the data from many different sources, basically, all the company’s touchpoints, where acquiring first-party consumer data is possible, like sales, loyalty, customer service, social media, etc. Data from different sources is stored in CDP, then merged and unified into a single customer profile.

Finally, “accessible to other systems” means that customer data is shared with any other system that needs it, like those used by sales, marketing, commerce. 

Customer Data Platforms:

collect and unify all the company’s customer dataenable effective customer data managementenable data-based actions

What pain points, still present in legacy systems like CRM, were CDPs designed to solve?

 

 

CRM and other legacy MarTech systems’ painpoints

 

Dispersed data

 

Systems like DMP and CRM keep the data in their own silos. They are connected, they are able to mutually enrich or correct their datasets, but none of them puts them all together to create a unified, single source of truth about the customer.

From this problem another emerges. Traditional MarTech stack suffers from connection issues between different tools and technologies. The difference in implementation of these tools results in loss of data consistency across the stack. 

 

Security and privacy issues

 

When there is inconsistency and connection issues, the often invaluable data gets inevitably lost. Traditional MarTech stack puts the companies at a major risk of either have their customer data stolen by the outside agent, or misused by i.eg. marketing team.

It is next to impossible to control and protect from the hackers all the data flowing back and forth between different systems and technologies, when each has its technological weak spots and it is hard to determine if a data loss, leak or change was an effect of connection problems, human error or outside intrusion. It is no less difficult to manage the customer marketing consents in this situation. 

 

Identity resolution

 

Another problem, linked to data consistency and time to activation, is insufficient ability of the traditional MarTech stack to solve identity resolution. Without a single source of truth about the consumer for the company, marketers are forced to use third-party data in their efforts to unify the customer profile. Third-party data are, as for 2021, becoming a thing of the past. Not to mention, how much time and effort has to be put into, in the end, futile trying to achieve a unified customer profile.

 

Time to activation and time to market

 

Marketing teams and, actually all teams in a company, struggle to deliver the effect of their efforts to the market on time. They are forced to manage the data using too many systems and tools that capture different datasets.    

 

Unfulfilled potential of the MarTech tools

 

All these problems combined diminish and repress the potential that each of the tools in the stack has. Fed with inconsistent data, transferred across differently implemented systems, the tools work slow and fail to produce really usable results. And delivering them in real-time is out of the question.

 

Benefits the CDP may provide your company with

 

Customer Data Platform provides the company with:

 

Single consumer view across all the divisions

 

Connects all the devices and collects all the data from all planned touchpoints like which consumer is looking for what, how much time do they spend on searching, what are the most frequently visited places. 

 

Effective Segmentation

 

A single consumer view enables effective segmentation of the audience. AI then further helps to choose the right audience for the campaign.  

 

Enriched consumer data

 

First-party data is enriched by zero-party data to build a comprehensive insight into a consumer. 

 

Unparalleled customer experience

 

AI and machine learning are able to analyze multiple-source data with a speed impossible to achieve by data scientists. It also automates the delivery process across all the channels, ensuring a hyper-personalized, omnichannel customer experience.

This in turn results with:

 

Boosting customer loyalty

 

Customer Intelligence Platforms help the company in gathering data relevant for understanding the customer needs and activities. Understanding results in developing the experience that the customers will value. The satisfaction provided by the brand will increase their loyalty. 

 

Increasing business agility

 

The Decision-making process and response time can be shortened thanks to real-time access to customer insights.  A brand can respond quickly to changes in the internal and external environments without losing its vision and momentum. 

 

Building Customer Intimacy

 

Understanding customers’ needs and values creates a deep and meaningful connection between them and a brand. It makes the interaction more personal, relevant, and consistent.

 

Streamlining marketing efforts

 

All the brand’s efforts to understand the customers and act with relevant reactions are more effective with Customer Intelligence Platform. It also minimizes the cost of all the actions. 

 

Creating a competitive advantage

 

Much more differentiated customer experience provided by the Customer Intelligence Platform better suits the needs of the customers. The brand has the means to establish an edge over the competition.

 

Wrapping up

 

As for today, there is no marketing system better than Customer Data Platform, that would, at the same time:

integrate and unify customer dataproduce a single view of the customerintegrate Third, First, and Zero-Party Datastore databe useful for marketing teamsimprove customer experience

It is also the only system that would allow to build true Customer Intimacy.

Is SALESmanago CDP? Well, yes, but it is also so much more. For the time of this article’s release, SALESmanago is even more than the second generation of CDP. It is called Customer Engagement Platform, a comprehensive system in which CDP is a vital, but not only part. 

What exactly is a Customer Engagement Platform and why in 2023 it is a pinnacle of martech solutions? Read our last article!

 

Imagine that you are the only teammate online today in the Australian time zone in your company. You work in customer support and are trying to help multiple customers with questions that you’ve never come across before, and you can’t ask your teammates who won’t be online for at least another six hours. You feel isolated and demoralized, and these customers are losing their patience… Or, what if you just joined a new company and your new teammates are welcoming and friendly, and they tell you that you can feel free to ask them whenever you have any questions. Even so, you feel bad about asking three questions for every ticket you’re trying to answer, and it’s hard for you to feel any sense of accomplishment as you’re spending more time waiting for teammates to answer your questions than actually answering customer tickets…As a global remote team, our teammates work across different time zones seven days a week. We want to avoid the frustration and inefficiency described in the two scenarios above as much as possible. On our Customer Advocacy team in particular, where we have teammates working on days when there aren’t many others online, we want our Customer Advocates to feel supported and empowered, even if they are the only ones online and don’t have the real-time support of another teammate.Along with video calls, one-on-one conversations, and Slack messages, comprehensive internal documentation is integral to how we support one another as a team. It’s almost like having another helpful teammate (ok, maybe half a teammate!).What is internal documentation?Internal documentation refers to any written or recorded information a team creates for internal use, things like documenting processes, answers to frequently asked internal questions, or generally sharing knowledge across the company. At Buffer, we use tools like Dropbox Paper and Notion for our internal documentation and make sure it’s accessible to everyone across the company and easily referenced. On our Customer Advocacy team in particular, we lean into using Zendesk Guide in addition to other internal documentation tools. What are the benefits of internal documentation?1. Democratize access to informationGood internal documentation enables every teammate to find important information rather than allowing it to be siloed. With a quick search, our Advocates can easily find steps on how to troubleshoot specific issues, policies to handle tricky situations, and best practices that we use to ensure our customer’s security and privacy. This removes blockers preventing teammates from effectively supporting our customers.2. Facilitate teammate growthEveryone on our team can find the video recordings and written documentation of all of the internal training on various topics in our internal wiki. Some of the training is essential, and some of the training is more advanced or focused on specific growth paths. Having all of the training available on-demand to the team enables people to refresh their fundamental knowledge from time to time or to level up in the knowledge that supports their professional growth. This also saves us lots of time from re-doing the same training whenever new teammates join the company.3. Onboard new teammatesAlong with saving time on re-doing the same training, we believe great internal documentation helps facilitate a smoother onboarding experience in many different ways. Although it is highly beneficial and encouraged for new teammates to ask questions and engage with everyone in the team, it is equally important to equip them to work well independently at their own pace without constantly depending on other teammates’ schedules.➡️Learn more about how we onboard on the Customer Advocacy team. 4. Ensure consistent qualityEven the most experienced support specialists cannot remember everything. When we have best practices and internal policies clearly documented, it reduces uncertainties and confusion around how we should approach specific situations.How can you start this process for yourself?At this point, it’s possible that you’re convinced that maintaining internal documentation is important. Maybe you’re even thinking about how you can implement it for your company!The first step is to identify one team member (or more) to be the owner of building it from the ground up. That is useful even if you’re planning to have quite a collaborative process to generate content. Designating an owner gives you the best chance possible to reach your desired outcome. Otherwise, a new project like this can easily fall through the cracks.Then you might want to identify the type of content that you’d like to include and where you should store the content. Wherever you choose, the content should be easily accessible and searchable for your entire team.This article is just scraping the surface of internal documentation. In future posts, we’ll dive into more of the “how’s” we use at Buffer, including things like:What is the process to identify information that needs to be added or updated?Where do we store internal documentation and why?How do we audit internal documentation to keep the information updated?How does our internal documentation team work together with the external documentation team?Let us know which of those you’d like to see next!  In the meantime, if you have any tips and stories about establishing your internal documentation and the benefits you’re seeing, we’d love to hear from you via Twitter @buffer with the hashtag #CustomerSupportThoughts.Happy documenting!This post was originally published on our customer support thoughts blog.

MrBeast is a young YouTuber who has amassed an incredible following through non-traditional means.
If you combine the subscribers of all his channels, they would rank as the 7th most populated country in the world. His videos have been viewed more than 26 billion times. 
MrBeast is not just a storyteller — he also translates this attention into revenue. He earned $54 million last year, launched a range of chocolate bars, an apparel brand, and even a fast-food business. He is one of the world’s best marketers, capturing the attention of billions and turning many of them into customers.
Let’s explore the psychology behind MrBeast’s success, and how you can use it as a marketer to help grow your own business.

The Two Psychological Biases MrBeast Uses to Garner Millions of Views
1. He uses input bias to create hyper-engaging videos that amass millions of views.
How did MrBeast, who started his channel at 13-years-old, create a multi-million dollar business empire in less than a decade?
The first psychological bias MrBeast uses is known as the input bias. It means that the more time, effort, and money you sink into something, the more you’ll value it.
Studies show that you’ll enjoy food more when you see the effort that’s gone into creating it. Even when you haven’t made the food yourself, seeing the effort that went into cooking it can actually make you enjoy it more.
Additionally, house buyers who are given a list of properties and told the real estate agent stayed up all night preparing that list will rank the properties as better-suited to their needs than the exact same list created in seconds by a computer.
How MrBeast Leverages Input Bias
MrBeast has used input bias consistently to make people value his videos. One of his first viral videos was him cutting a table in half with a plastic knife. It takes him hours, and the content is undeniably dull — yet it has 3.5 million views. This was one of MrBeast’s first viral videos, and it propelled his fame. He sunk an extraordinary amount of time into creating the video, and people valued it, even though the activity was fairly worthless.
The time and effort it took also meant that no one else had done something like that before, which made the video unique. This video demonstrated MrBeast’s commitment to spending enormous amounts of time and effort into creating his content.

MrBeast quickly saw the success of this video, and created more just like it. Some examples: He read the longest word in the English language, said “Logan Paul” 100,000 times in 17 hours, and counted to 100,000. These videos have millions of views.
Showcasing the effort MrBeast sinks into his videos make people value it more, even if that effort is fairly unexciting. The video is boring, but it’s leveraging our cognitive biases to capture attention. MrBeast is a master of using behavioral science nudges to garner attention.
2. He leverages costly signalling to engage his audience.
Another one of the psychological principles MrBeast uses is costly signalling — which essentially states that the more money or resources someone spends to market their products or services, the more trust someone will have in the brand.
For instance, if you see a new brand on TV that has paid for an advertisement with a costly celebrity like Selena Gomez, you’ll assume the brand is relatively successful — due to the costs of television advertisements, as well as the cost of working with a major celebrity – and have more trust in buying their product.
Additionally, major brands like Patagonia use costly signalling to showcase their values. For instance, Patagonia declined to sell corporate vests to employees of firms that do damage to the environment, including oil companies, mining companies, and finance firms. This decision was a costly signal, and ultimately changed how people perceived the brand, making some value it more.
How MrBeast Leverages Costly Signalling
In the case of MrBeast, he gives away extraordinary amounts of money in almost all his videos, which makes them more engaging and makes him more trustworthy. His video in which he was offered his first brand deal is an excellent example of how he applied the principle of costly signalling.
The advertisers offered him $5,000 to promote their brand during one of his videos, but MrBeast wanted to give away all the money from the brand deal to a homeless person and film their reaction. He thought $5,000 wasn’t enough and pleaded with the advertisers to double their payment to $10,000 so that he could give away the full amount to a homeless person.
The brand agreed, and MrBeast went and gave away $10,000, which made the video even more engaging. This video was a turning point in MrBeast’s career, driving much higher numbers of views and propelling his subscribers to an even greater level.

MrBeast’s success as a content creator and businessman is not just due to luck or chance. He employs various tactics and strategies to grow his brand and engage his audience. In this post, we discussed two psychological tactics he’s used: input bias, and costly signalling.
However, there’s one more tactic that MrBeast uses that I haven’t covered yet. If you want to discover what it is, then you’ll have to listen to Nudge Podcast, where MrBeast reveals his secret weapon for building a successful brand.
So go ahead and give it a listen, you might just learn something new!

Welcome to Breaking the Blueprint — a blog series that dives into the unique business challenges and opportunities of underrepresented business owners and entrepreneurs. Learn how they’ve grown or scaled their businesses, explored entrepreneurial ventures within their companies, or created side hustles, and how their stories can inspire and inform your own success.
This piece is in collaboration with HubSpot Podcast Network’s Amplifying Voices campaign partnership with The Gathering Spot.
In 2019, Charli D’Amelio shared a video on TikTok doing the Renegade dance. The video blew up and is inarguably her claim to fame. Since then, she’s amassed 150M followers on the app, done brand deals with household names, and her family has an unscripted reality docuseries called The D’Amelio Show.
Thousands of TikTokers followed her lead, did the dance, and attributed it to D’Amelio, but she didn’t create it — Jalaiah Harmon did. Harmon’s erasure from her dance is attributed to racial bias as she’s Black and D’Amelio is White.
Harmon’s experience is just one of thousands, as many Black content creators face inequalities, from receiving credit for trends to late payments to algorithm biases. In this post, we’ll delve deeper into some of these inequalities and share expert advice from Natasha Pierre and Ross Simmonds on overcoming these roadblocks.
Table of Contents

Discrepancies Experienced By Black Content Creators – Key Stats
Discrepancies Experienced By Black Content Creators (+ Expert Thoughts)
How can Black content creators rise above discrepancies? ( + Expert Advice)

Discrepancies Experienced By Black Content Creators — Key Stats

Black influencers in the nano and micro-influencer tiers (under 50k followers) average $27,000 annual compensation. (MSL)
Black macro-influencers (50k+ followers) received an average of over $100,000 compensation from brands. (MSL)
49% of Black influencers reported that their race contributed to an offer below market value from a brand. (MSL)
The pay gap margin between white and Black influencers is 35%. (MSL)
79% of Black influencers feel comfortable posting about diversity issues, but more than half feel they’re negatively impacted by posting about these issues, whereas only 14% of White influencers feel the same way. (MSL)
58.3% of influencers say they’ve been discriminated against as an influencer on any social platform. (Influencer Marketing Hub)
Influencers say that TikTok has the worst discrimination they’ve faced. (Influencer Marketing Hub)

Discrepancies Experienced By Black Content Creators (+ Expert Thoughts)
1. Pay Disparities
Black influencers are paid 35% less than White influencers. Most of the time that means creators aren’t getting paid what they’re worth, and sometimes they’re being paid late. There’s also a lack of pay transparency, so Black creators don’t know what others are getting paid if they’re being shorted and what to negotiate for.
92% of influencers responding to MSL’s Time to Face the Influencer Pay Gap research study said that pay transparency could be the single most crucial factor in eliminating the racial pay gap in the creator economy.
Expert Thoughts
Natasha Pierre hosts The Shine On Podcast and is a content creator. She’s also CEO of Shine With Natasha, where she helps creators build video confidence. She says, “The influencer marketing landscape is growing so much, and it’s still so new, but I still think it’s comical that a brand would be like, ‘We’ll pay you a few hundred bucks to do a million things under the sun.’”
Pierre has received late payments herself: “I was speaking at an event that was supposed to be for women of color, and I got paid months late. And I’m like, isn’t this what we’re trying to avoid here?” She adds that even being considered for opportunities, let alone being able to negotiate and talk about rates, can be challenging.
2. Lack of opportunities.
Antoni Bumba, a Black creator, said that she and her friend (who is White) once sent an email to the same company at the same time to set up a partnership. The brand sent her White friend gifts, and Bumba was told the brand was at capacity for gifting.
Victoria Paris, a White creator and one of Bumba’s friends, shared a video saying that she reaps the benefits of being a White creator, and the root of the issue comes from brands’ PR managers being primarily White and being aware of influencers that look like them and share the same experiences.

@victoriaparis

♬ original sound – Victoria Paris

Paris says people don’t understand the gravity of the situation and just think, “Oh this sucks,” but it’s a significant career obstacle for influencers that don’t look like her. For example, she says she’s been able to save a lot of money to put back into her content and career because she gets free things, but creators of color don’t have the same luxury.
Many Black creators might not know they’re missing out on opportunities because people who offer the opportunities don’t have them on their radar. They won’t know that a brand wants to establish a relationship until they see a sponsored post from another creator on their feed.
Expert Thoughts
Ross Simmonds hosts Create Like the Greats and is an entrepreneur and marketing strategist that helps B2B brands and entrepreneurs unlock new levels of growth. He says, “I think the biggest challenge is that you [Black creators] don’t even see what opportunities you get overseen for…You’ll never know what you didn’t get because of what you look like.”
Pierre seconds this and says a lack of opportunities is one of the biggest discrepancies. With algorithm biases (which we’ll cover below), Black creators will get less engagement because of the bias, so their counterparts are “Just naturally going to be picked over other options.”
3. Algorithm Biases
Algorithm biases are unconfirmed, but Black creators report feeling the effects. Many say their content doesn’t perform as well as other creators, even if it is of the same quality. Some report their content performs worse if they talk about racial equality.
MIT Technology Review says TikTok’s algorithm has errors that disproportionately impact marginalized groups and reached out to TikTok for comment. The business said the issues were created in error and affected content wasn’t actually violating policies.
Casey Fesiler, a University of Colorado, Boulder professor studying technology ethics and online communities, told Technology Review, “Many of these errors would be easy to predict if companies simply thought more about how users would interact with their app.”
Expert Thoughts
Pierre says clients in her program have experienced algorithm bias. She was reviewing a competitor analysis with one of her clients, a Latina creator, who said, “Why is this person growing so much faster? Our content feels so similar; we’re in the same industry…is it because she’s a white woman?” and Pierre responded that, honestly, it probably is.

How can Black content creators rise above discrepancies? ( + Expert Advice)
Black creators are often left to figure out how to make it in the creator economy on their own. Given this, we asked Simmonds and Pierre what they suggest people do to rise above the challenges and achieve the growth they want.
1. Build community with other Black creators.
A great way for Black creators to build themselves up is to find community with other Black creators. You’ll get to know other people with the same experiences, and you can use your different backgrounds to help each other out.
Simmonds says, “The internet is an amazing place to find other people who are creators, and you can create some amazing relationships with people in a similar world as you.” He adds, “There are a lot more people that are Black that are creating things online, so it’s easier to find someone to look up to.”
2. Show up for people in your community.
Pierre says that the simple act of showing up for people in your same groups can make a difference — “We just need to be taking up space and building our own networks and continuing to show up for our communities and advocate for your own communities as well.”
When you build community connections, you can bring people up with you. Simmonds says he enjoys creating a path for others: “I want to be able to create content that helps other creators create great content and helps people see the opportunities and the potential to open doors.”
Pierre says that if she’s asked to be part of a campaign or speaker lineup, she could ask who else is part of it and if the organizers need her to recommend other creators in the category. She says the excitement of being invited or considered can make it easy to forget about the impact of creators’ voices and how they can support others’ careers.
Having a network of creators who support, uplift, and share each other’s content can expose people to new audiences eager to follow people and consume new content.
3. Learn from others and their experiences.
Meeting your first creator milestone can feel like a long and drawn-out process, but learning from others can give you actionable, helpful tips.
Consume content from all different creators and learn what works for them and how you can apply their strategies to your own. You’ll get exposed to new ideas and inputs, and what you learn can help you come up with new and unique stories nobody has told yet.
Simmonds says, “I always try to say that everyone can learn from every creator, even if they have a thousand followers. I get inspired by a random mommy blogger; I get inspired by a random psychologist; I’ll get inspired by a therapist on Instagram who puts up posts that are inspiring; I follow business folks…everyone.”
4. Focus on what you can control.
Black creators sometimes have to focus on what they can control. For instance, while you may want to partner with larger brands, it might not be possible at your current level.
As an example, Pierre notes that small brands struggle to find opportunities just as small creators do: “There are so many small brands that are doing such great things. Of course, smaller brands are going to have less budgets, but when there are opportunities to partner with those smaller brands, I think that’s a way to show how things can be done differently.” By partnering with a smaller brand, you’re building your influence and community in a more attainable way.
Focusing on what you can control also means recognizing when an opportunity doesn’t mean your standards and abilities. Simmonds says, “You have to focus on your circle of control…I can control the fact that I’ll probably decline if I don’t think something isn’t fair…otherwise it becomes a very draining industry and a mental tax that I don’t believe is oftentimes worth paying.”
5. Ask for what you’re worth.
Asking for what you know you’re worth can seem scary because of the potential for rejection.
But you only know if you ask. Simmonds says, “I’ve found that you will be pleasantly surprised if you do ask for what you deserve…they’re either going to say yes or no.” If they say no, they probably aren’t a brand you want to be associated with anyways. “Walk away and be okay with that,” he adds.
Your community networks can also be helpful as you can ask around and see what other people are getting paid for opportunities. Simmonds says he’s asked before: “If I know someone who’s engaged in these organizations or is also working for them, I’m not afraid to send a DM and ask people what they got paid before I give a quote, and I get clarity on what I should be offering.”
Black content creators can still find success and thrive.
The discrepancies that Black creators in the creator economy face can seem like a neverending uphill and discouraging battle.
But, the more people have conversations about these issues and put brands and organizations in check, the more likely they are to be better in the future. Pierre says, “Some [brands] will always be trash..but at least we know who to support and who not to support.”

Are the robots taking over? It’s a question many people wonder as artificial intelligence gains prominence in our daily lives — especially in marketing.

The market for AI in marketing is likely to hit $107.5 billion by 2028, a massive increase from $15.84 billion in 2021. 
What could this mean for marketers and content creators? Is there a place for AI in content creation, and can it benefit marketing creatives? To answer this question, I spoke to several content creators who use AI. 
I also compared their experiences to data from HubSpot’s recent State of AI survey, in which we asked over 1,350 professionals about their experience with AI. Here’s what I found. 

How are Creators and Marketers Using AI? 
According to our survey, 33% of marketers who use AI use it to generate ideas or inspiration for marketing content. 
One way AI can be used for ideas or inspiration is by creating a mood board with tools like Kive.ai. Filmmaker and photographer Mateo Toro recently started using Kive.ai to design mood boards to develop treatments for his film projects. 
A video treatment is a way to convey a project’s concept or story. Many video treatments involve the use of images and visual media found online or in previous works. 
“Video treatments take time. You have to scrub through the video, to take screenshots, and edit for the video treatment,” Toro explained. “[Kive.ai] just makes it so much easier for me to find the video that has a style or tone I’m looking to emulate.”
With Kive.ai, creators can paste the link of a video into the system, and Kive.ai will extract frames from the video as screenshots to import into a board. Toro says the process can save him hours of time. 
“In a video treatment, I could be going through 10, 15, 20 videos to reference,” he said. “You add that up, and it could easily be an hour of time just scrubbing through, screenshotting, and dragging content to a treatment.”

@themateotoro @kive.ai is an insane software for creating Moodboards for your next film project that will help you save countless hours! This is game changing technology for referencing during the pre-production process!!
#moodboard
#moodboards
#kiveai
#preproduction
#filmmakinglife
#filmtok
#filmmakingtips
#cinematographytips
#cinematography
#moodboardcreation
♬ Blade Runner 2049 – Synthwave Goose

AI can also generate ideas for blog content. For example, HubSpot’s content assistant AI can create a list of blog topic ideas and develop outlines centered around specific concepts. 
Besides inspiration, the second-most common use of AI is writing copy for marketing materials. Our survey found 28% of marketers who are using AI leverage the tool to write materials such as blog posts and emails.
For example, Bethany Anderson, a public information officer for Milton, Florida, says ChatGBT streamlines the writing aspect of her job.
“I love it because ChatGBT is a software that learns,” Anderson explains. 
She says ChatGBT can mimic her writing style, so she’ll sometimes use the tool to write press releases, social media posts, and SEO-friendly blog content. 
Anderson says the tool is handy because writing is a crucial part of her job, but it’s far from the only responsibility she has to tackle daily.
“I am behind the scenes planning events and getting them out to the public,” she says. “So, ChatGBT allows me to get the writing done in a very easy, seamless way so that I can get to the bones of my job — which is outreach.”
Anderson admits she was wary of ChatGBT at first but tested it out during a week that was jam-packed with deadlines. 
“There was this one week a couple of months ago when I had so many deadlines, so many social media calendars due, so many blogs due, and so many bios due — I was drowning,” she recalls. “So I said, ‘I’m going to give it a try.’” 
Days worth of writing assignments could be completed in just a few hours thanks to the assistance of AI, according to Anderson.
Her experience aligns with the findings of our survey — 75% of marketers said generative AI helps them create more content than they would without it.
And 77% agreed generative AI could help create content more efficiently.
“We’re talking about days of your life that you get back,” she said. “And, to me, time is valuable. It’s more valuable than money.”

Will AI Replace Content Creators?
A common concern surrounding the use of AI is whether the technology will replace human marketers and creators. Nima Olumi of Lightyear Strategies says it’s unlikely.
“We use AI to pull a lot of statistics, come up with interesting angles to pitch to companies, and work around certain angles that are marketing and media-friendly,” Olumi said. “I don’t think it’s a complete replacement for writers or thinkers.”
Writing and content creation are subjective fields, according to Olumi, and they still require people to do the necessary critical thinking to decide the kind of content that gets published. 
Ultimately, Olumi predicts a future where AI will assist marketers and creatives in improving their output and producing content in a shorter time.
This makes sense, considering our survey found that 77% of marketers agree that generative AI will help marketers create content more efficiently. 
And 79% agree generative AI can improve the quality of the content they create. 
Olumi encourages professionals to embrace AI and use it to their advantage rather than shy away.
Specifically, he says creators should spend time learning and testing applications like Open.ai and ChatGBT to see their different capabilities. 
“Spend hours asking question after question to see how far you can push the limits of the application to serve your needs,” he said. “You have to feed it context.”
As the presence of AI in marketing continues to grow significantly, you’ll want to take the time to discover how it can best serve your own team’s needs.
Professionals and creatives like Olumi, Anderson, and Toro all found ways to use AI to help them improve the efficiency and quality of their content. 
Instead of worrying whether the robots will take over, find ways to work alongside AI so you and your company can remain competitive in the market and essential to your clients. 

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