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Large Language Models (LLMs) and Generative AI — What You Should Know

Posted by Brian Jones on May 23, 2024

You're probably hearing a lot of buzz about large language models (LLMs) and generative AI these days. And for good reason – this technology is poised to transform marketing in some major ways.

Let me walk you through some of the key areas where LLMs will shake things up:

Ad campaigns - Instead of shooting in the dark, imagine if you could harness all your data – not just rows and columns, but unstructured stuff like images too – to really zero in on the right audiences and placements. LLMs can parse all that juicy data to uncover insights that boost conversions and ROI.

"LLMs and generative AI are poised to transform marketing in some major ways"

Content creation - Yeah, I know content is king. But let's be real, cranking out all those blog posts, web pages, emails, ad copy – it's a slog. Well, get ready to hand that tedious workload off to generative AI. These tools are already pretty darn good at churning out serviceable content on-demand.

Better language processing - LLMs are built on cutting-edge natural language processing (NLP), so they'll help your marketing tech actually understand human language instead of tripping over it. SmoothiStock-1337766926 chatbots, helpful virtual assistants, nuanced sentiment analysis – it's all getting an NLP-powered upgrade.

Market research - Curious about consumer trends, brand sentiment, competitor moves? Just toss all your data sources into an LLM – tweets, reviews, reports, you name it – and let the AI chew through it all to surface deep insights you'd probably never find manually.

Personalization - With an LLM, you can combine everything you know about a customer (and similar folks) to build personas and hyperpersonalize campaigns and engagement in a way that truly resonates. More tailored = more effective.

But the headline here is productivity. Across your entire marketing stack, LLMs will amplify your outputs, speed up processes, and let you leverage way more data. Instead of relying on coders and data scientists for every little query, you'll be able to just ask questions in plain English and get answers directly.


And that's not all – as these AI models get better at explaining their "thought process" to us in natural conversation, we're going to inherently trust the outputs more. Right now, algorithms can sometimes hallucinate or feel like a black box. But once you can just chat with the model and have it walk you through its reasoning, you'll have more confidence in the recommendations, predictions, and insights.

Of course, as marketers lean more heavily into AI and ramp up data leverage, we have to be thoughtful about data privacy and consent. Unified customer profiles that consolidate consent preferences across channels are key. As are Privacy-minded frameworks for sharing data in the adtech ecosystem and exploring solutions like data clean rooms.

"Across your entire marketing stack, LLMs will amplify your outputs, speed up processes, and let you leverage way more data"

The same data fueling marketing's AI transformation can actually help solve the privacy challenge it's created – we just have to put a bit of thought into it.

Looking forward, one thing is clear: Nontechnical marketers are going to find themselves working hand-in-hand with data and AI as seamlessly as they currently use search, email, and messaging apps. And human iStock-1499762973decision-making abilities will be turbo-charged by hyper-accurate recommendations and lightning-fast automation behind the scenes.

It's an exciting road ahead. I could honestly go on and on about the LLM revolution in marketing. But I'll pause there for now – let us know if you have any questions or need help putting these powerful tools to work for you.

How To Get Started

If you're not sure where to start with AI and LLMs, let us know. We can help you use these tools to increase the performance of a program you’re already running or kick off a new one. J&C has over 40 years of experience and would be happy to learn more about your company and your goals. Contact J&C today. That way, we can give you an honest assessment of how we can work with you to achieve better results. 


Topics: Direct Marketing, Personalization, Relationship Marketing, A/B Testing, Direct Mail, Direct Mail Format

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