Utilizing AI-Generated Content in Marketing: Insights and Strategies

The NBA Finals recently showcased a groundbreaking AI-generated ad that left viewers in awe. The ad, which garnered 3.3 million views on X, featured stunning visuals and seamless product integrations, prompting many to question whether it was truly AI-generated content.

The ad was a collaboration between an AI film-maker and Gemini, utilizing Veo-3 prompts and videos, and editing clips on Capcut, all achieved with a modest budget of just $2,000. This remarkable achievement marked a significant milestone in the realm of AI-generated content, signaling a tipping point that demands the attention of content marketers.

As the landscape of AI-generated content continues to evolve, it’s crucial for marketers to stay informed and adapt to these advancements. The insights from HubSpot’s State of AI survey, based on feedback from over 1,500 U.S. marketers, shed light on the top AI-generated marketing content types and offer valuable tips to harness the potential of AI in marketing strategies.

Marketers, AI-Generated Content, and Today’s AI Landscape

According to HubSpot’s State of Marketing 2025 survey, marketers are increasingly recognizing the importance of embracing AI in their strategies. While AI adoption remains high, there is still room for growth, especially in non-U.S. markets. The survey revealed that approximately two-thirds of marketers are currently utilizing AI in their work processes.

Advancements in AI technology, such as models like GPT-4 and Claude 3.5, have significantly enhanced reasoning and writing capabilities. The emergence of technologies like the Model Context Protocol (MCP) is facilitating information sharing among AI agents, propelling us into a new era of AI-driven solutions.

In the marketing domain, AI has found widespread application, with notable wins in media content creation, brainstorming, skill learning, and data analysis. While AI has proven to be a valuable asset in content production, concerns persist regarding accuracy and biases inherent in AI systems.

The regulatory landscape is evolving to address these concerns, with over 70 countries implementing AI policies to promote responsible development and mitigate risks associated with AI technologies. Initiatives like the European Union’s proposed AI Act aim to regulate high-risk AI applications, including those in marketing, to uphold ethical standards and safeguard consumer interests.

AI-Generated Content in Marketing: Pros and Cons

Pro: Efficiency and Cost-Effectiveness

AI has revolutionized content creation processes, enabling leaner teams to achieve tasks that previously required extensive resources and time. Marketers cite time savings as a key benefit of using AI, allowing them to focus on more creative aspects of their roles. Companies are increasingly investing in internal AI tools to streamline operations and reduce reliance on external resources.

Con: Quality and Authenticity Concerns

Despite its efficiency, AI-generated content often faces criticism for being robotic, inaccurate, or biased. Marketers express concerns about the quality and authenticity of AI-generated content, highlighting issues such as inaccuracies, biases, and surface-level content. While AI can streamline content creation, it is essential for marketers to review and refine AI-generated output to ensure accuracy and relevance.

Pro: Personalization

AI empowers marketers to deliver personalized content experiences at scale, enhancing customer engagement and driving conversions. By leveraging AI for dynamic content delivery and personalized recommendations, marketers can create tailored experiences that resonate with their audience. Personalization tools powered by AI enable marketers to deliver targeted messaging and enhance customer interactions across various channels.

Con: Ethical and Privacy Issues

The widespread use of AI raises ethical concerns related to data privacy, consent, and misinformation. AI systems trained on questionable data sources can potentially infringe on user privacy rights and propagate misleading information. Regulatory frameworks like GDPR and the AI Act aim to address these ethical challenges and establish guidelines for responsible AI development and deployment.

Pro: Analysis and Research Capabilities

AI tools equipped with advanced research capabilities enable marketers to analyze data, identify trends, and optimize content performance. By leveraging AI for data analysis and research tasks, marketers can gain valuable insights into audience preferences and content effectiveness. AI-powered tools streamline content optimization processes and enhance decision-making based on data-driven insights.

Con: Greater Dependence on Technology

While AI offers significant benefits in content creation, there is a risk of over-reliance on technology that may hinder creativity and critical thinking. Studies have shown that excessive dependence on AI tools can lead to reduced cognitive engagement and reliance on automated solutions. Marketers are advised to strike a balance between leveraging AI for efficiency and maintaining human creativity and strategic thinking in content creation processes.

The Top 3 Content Types for Generative AI

According to HubSpot’s 2025 State of AI Marketing Report, marketers are leveraging AI most prominently in three key content categories:

1. Emails and Newsletters (51%)

Email marketing remains a critical channel for engaging with audiences, and AI tools can enhance email content creation, personalization, and A/B testing. Marketers can leverage AI to optimize email strategies, personalize content based on user behavior, and conduct efficient A/B tests to improve engagement and conversion rates.

2. Social Media Content (49% for Text-Based, 47% for Video/Audio)

AI tools are increasingly being used to generate text-based and video/audio content for social media platforms. Marketers can automate content creation, scheduling, and analytics processes using AI tools to streamline social media campaigns and enhance audience engagement. Personalization, campaign automation, and analytics are key areas where AI can drive efficiencies in social media content creation.

3. Long-Form Content — Blogs, Articles, etc. (46%)

Creating high-quality long-form content can be time-consuming, but AI writing generators offer a solution to streamline the content creation process. Marketers can leverage AI tools to generate blog outlines, conduct research, and optimize content for SEO, enabling them to produce engaging and informative articles efficiently. AI-powered content creation tools enhance productivity and enable marketers to focus on strategic aspects of content development.

5 Tips for Using AI-Generated Content in Marketing

1. Treat AI as a Teammate

View AI as a collaborative tool that complements your existing workflows and enhances productivity. Establish clear expectations and guidelines for AI usage to maximize its impact on content creation processes.

2. Edit, Edit, Edit

AI-generated drafts serve as a starting point for content creation and should be refined and personalized to align with your brand voice and messaging. Incorporate real-world experiences, opinions, and data to enhance the quality and authenticity of AI-generated content.

3. Choose the Right Content Tasks to Automate

Identify content tasks that can be effectively automated using AI tools based on your priorities, goals, and existing processes. Focus on automating tasks that offer tangible benefits and align with your marketing objectives.

4. Work on Your Prompts

Craft clear and specific prompts to guide AI-generated content creation and ensure relevant and accurate output. Provide context, examples, and constraints to optimize AI responses and enhance the quality of generated content.

5. Keep Up with AI

Stay informed about the latest advancements in AI technology and tools to leverage new features and models for content creation. Test and explore AI capabilities to enhance your marketing workflows and adapt to evolving trends in AI-generated content.

In conclusion, AI-generated content presents significant opportunities for marketers to streamline content creation processes, enhance personalization, and drive engagement with their target audiences. By adopting a strategic approach to AI integration and leveraging AI tools effectively, marketers can unlock the full potential of AI-generated content in their marketing strategies.