Like many companies, we’ve been watching the rapid advancement of Generative Artificial Intelligence (GenAI) services with the goal of using this new technology to deliver even better digital marketing solutions for our clients.
You’ve probably heard about, and even used, ChatGPT from OpenAI, and the AI services built into Google search, but there are lots of other AI services for business-specific use from companies like Google, Meta, Amazon, Perplexity, and more. These technologies are changing fast and getting more and more powerful as they come. We regularly test and evaluate them to determine which ones can help us help our clients the most. Then, we work with our engineering team to incorporate them into our Hibu Platform.
Generative AI happening behind the scenes
Some of the ways we use this kind of technology is more subtle and “behind the scenes”. For example, our professional copywriters leverage GenAI to compile all the business information our clients give us and write even more personalized, detailed, and engaging content for our clients’ websites (satisfying Google’s E.E.A.T. criteria), and to create even more targeted variations for the ads we build and run across the different ad networks like Google, Meta (Facebook & Instagram), Microsoft and Amazon. When we use AI this way, our clients don’t experience anything fundamentally different, but it allows us to get their services up and running faster, and to deliver enhanced performance. Marketing that’s personalized to the unique attributes of the business and that’s synchronized across all paid and organic marketing channels, just works better.
In addition, the rich, detailed content we create with the assistance of AI is well-suited for answering the kinds of long-tail questions that come from AI-based search products like ChatGPT, Microsoft Co-Pilot, and Google Gemini. When consumers search using AI, they’re not using simple keyword phrases like “best pizza near me” – they’re engaging in a multi-step dialog with the AI and refining their searches, like finding the best pizza nearby that serves gluten-free pizzas, is open on Mondays, and has outdoor seating. Using AI tools in our back office helps us capture all of these details and make sure they’re reflected in the website pages we build.
[Related: What Is AI and How Does It Work?]
Generative AI within the Hibu dashboard
Other uses of GenAI are more direct and experiential—helping our clients work faster, be more responsive to their prospects and customers, and save precious time. Take, for example, when one of our clients receives a call from a consumer. We record that call, then use AI to convert that recording into easily searchable text and score the call to determine if it’s a hot (or high-quality) lead. Instead of having to scroll through an endless list of call, text, and form fill leads, this use of AI lets our clients see what needs their attention at a glance. Or maybe a client wants to find all of today’s phone calls or messages where the word “estimate” or “quote” was used. With our AI-powered dashboard that transcribes calls into searchable text, it’s quick and easy for them to do. We’ve found that these kinds of features built into our dashboard are real time-savers for our clients and help them with “speed to lead” and fewer missed opportunities to win business and grow.
[Related: The Perfect Blend of AI and Human Expertise]
The future of generative AI at Hibu
These are exciting times in the digital marketing world. Generative AI is just one of many forces of change, but it’s an important one that’s impacting consumer behavior and marketing technology at the same time. We are actively working with, testing, and evaluating multiple AI technology providers to see where they can add value for our clients, and incorporating new tools into our platform and products accordingly. We’re on the front lines of ensuring that our clients’ marketing programs remain effective and up to date with the latest technologies.
If you’re interested in finding out how Hibu’s technology-driven digital marketing solutions can work to scale your business, call 877-237-6120 or complete our short Get Started form for a free consultation.
