Generative AI in Marketing

MoJo Active is on a mission to move markets for every single client.

That means constantly investigating new tactics and technologies as they emerge, so we can harness the best possible strategic marketing mix on behalf of the businesses we serve. With that mission in mind, we've been exploring the possibilities of generative AI and have started incorporating AI-driven solutions into our work.

From the start, we grounded this exploration in our agency core values, including: "Owning Every Outcome" and "Advising Without Fear." What's more, we built on our belief that human experience and technology have to collaborate in order to be successful. 

After more than a year of investigation, one thing is unmistakably clear: Artificial Intelligence is not a fleeting trend or fad to be taken lightly. There are tremendous opportunities and advantages for businesses that embrace and explore its many possible applications. Because the long-term effects of this disruptive technology will continue to shape and influence our industry and our society for decades to come. 

And despite what science fiction has to say on the subject, AI is not some big scary threat to humanity. It’s not here to replace us. It is a powerful tool that has already shifted global business landscapes.

But the quality of AI-generated output depends entirely on human collaboration. 

The experience and expertise we bring to each interaction informs and determines the results. As a full-service marketing agency, we combine an in-depth knowledge of our client industries and audience needs with our constantly evolving knowledge of generative-AI best practices. 

Our approach to AI integration in our agency process is grounded in a simple idea. We believe that there's one essential human behavior machines will never be able to truly reproduce: 
 

Empathy

AI is increasingly capable of acting like human beings in certain limited ways. It reproduces clearly established patterns of human logic and language to present content, code and more in a relatable way. The results are usually surprisingly accurate, if not always truly insightful. 

The fact of the matter is that AI is getting better at pretending to be human every day. But good marketing goes beyond simple mimicry. It's grounded in the ability to imagine (and identify with) the complex emotional states, motivations and mindsets of our client audiences. Because, as marketers, we do more than just reproduce human responses. 

We tap into a carefully crafted understanding of our target audiences that's grounded in our own direct human experience and research. We know how good marketing makes us feel and it's that direct experience that helps us create meaningful responses in the people we are trying to reach.

That is the deceptively simple idea underlying our three-step approach to leveraging AI for our clients and our business:

1. Input

When we interact with any AI platform, we start from a place of empathy. We bring our emotional (and factual) understanding of each audience to the conversation. Every prompt or question we enter into an AI platform is grounded in, and framed by, that combined human knowledge. 
 

2. Evaluation

This process doesn't end when the prompt is entered. We bring that same balance of logic and emotion to our analysis of AI-generated responses to every input. We carefully weigh the content and meaning of machine-generated output, identifying opportunities to refine and adjust the information we are given through the lens of our client audiences. 

3. Output

The result is a multilayered series of prompts and interactions that create a more nuanced and intricate AI response. That output is then further adjusted, edited and refined by our team of subject matter experts. So whether we are creating value propositions to drive headline ideas or conducting introductory industry research that will inform a client messaging strategy, the end product is a collaboration between generative AI technology and proven marketing expertise.