Since the launch of ChatGPT, businesses have been falling over themselves to work out how best to leverage generative AI to create content and help solve problems.
And the stats about Gen AI adoption and benefits speak for themselves. Gartner predicts that this year more than 60% of organizations will have a formal AI strategy in place, and that by 2026 more than 80% of enterprises will have used generative AI APIs or models, or deployed Gen AI-enabled applications in production environments. PWC quotes 20% to 30% gains at scale across productivity, speed-to-market and revenue through the introduction of AI.
The application of AI in marketing has helped to improve and streamline so many different tasks and processes. As a result, businesses across different B2B sectors are benefiting from faster and more efficient work.
There are seemingly no areas of marketing where Gen AI cannot have some level of application. We are seeing the technology having a deep impact at a broad level across strategy, brand and annual planning. It’s also now being used widely across digital marketing planning, content creation and production and in results monitoring and insight generation.
At Luxid, our digital marketing and creative teams use Gen AI as a core tool in their daily work for clients. It helps them perform complex tasks in a matter of seconds and it’s rapidly become a vital assistant, ensuring more effective and efficient work. Here are just some of the specific uses for Gen AI that Luxid and our clients are embracing:
- Market, trend, and competitor research
- Proposal and offer creation
- Predictive analytics from own data
- Account-based marketing (ABM) account selection
- Synthetic personas, journey mapping, and content audits
- Role-playing and testing
- Content creation, editing, and formatting
- Automated journeys and AI-based looping (optimization)
- Assisted reporting and dynamic triggers
- Personalized campaigns and technical SEO audits
And this isn’t just occasional use at Luxid. A massive 98% of our content work involves AI in planning, production, or finalization. And for our Finnish accounts, 98% of concept and campaign planning is AI-supported. By using AI, we were able to completely cut out the use of paid-for stock images in 2024 and 2023. This doesn’t mean that our people were not involved – all images and videos that are generated by AI are carefully directed and overseen by our experts.
This use of AI at Luxid is really paying off. While it’s dependent on the use case, we are now reducing the time spent on content production by between 40 and 70%. And we are seeing a 45% improvement in work efficiency for analytics, development and technical consulting. This really is a fantastic demonstration of how marketing talent can work better by using AI.
But Gen AI cannot deliver great results on its own. Having good data is essential for AI. In marketing, it is critical to have well-organized, centralized data so that AI can use it effectively. Luxid recommends Customer Data Platforms (CDPs) and other scalable systems that integrate data from multiple marketing channels, improving targeting and operational efficiency.
Organizations must also invest in training their staff and ensure that the entire team understands the possibilities and risks of AI. We suggest that companies create an AI playbook so that staff are clear on the tools they can use and understand the rules and responsibilities. This helps ensure that AI is used responsibly and effectively.
Responsible use of AI is critical in marketing. Use of inappropriate content can have serious legal and reputational consequences. Ownership of content generated by AI and copyright infringement are important considerations for businesses. Remember, AI cannot grant copyright over the content it produces.
There are several key principles and actions that we recommend to ensure responsible use of AI is maintained at all times. Firstly, never input the following into an AI prompt: personally identifiable information (PII), GDPR-sensitive data and confidential information.
Always validate AI outputs to avoid inaccuracies or copyright issues, and ensure content is reviewed by professionals unless using secure, enterprise-level GPT solutions that are GDPR-compliant.
We recommend that organizations establish a robust AI policy and form a task force to oversee AI use. Pay close attention to the reliability and security of the vendors you work with and monitor AI regulations. As AI adoption and usage is still in its infancy, regulations are still being established around the world. The EU’s Data Act is a key piece of legislation that organizations must stay on top of.
If you are just getting started with Gen AI, start with ChatGPT, which you can work with for as little as €25 per user per month. It will ensure that data is protected and stored within the EU. As you progress there are other exciting tools that you explore. These are just some of the AI tools that Luxid uses everyday:
Chat-GPT: A general-purpose tool for planning and content production.
Microsoft Copilot: Integrated into office software (Excel, PowerPoint, Outlook), this tool uses Chat-GPT to support office tasks.
Adobe Firefly and Midjourney: Tools for graphic design and image creation.
Runway and CapCut: Video production and editing tools.
GitHub ProPilot: A tool for coding and developing machine learning models.
Microsoft Fabric: A cloud-based platform that integrates Copilot for data analytics and modelling.
As we move further into 2025, AI will become ever more widespread and central to marketing strategies. AI will bring significant financial benefits and improve business efficiency, so companies must stay up to date with AI to avoid falling behind in the competitive landscape. If you want to talk with an expert about how your business can get the most from AI, then get in contact with Luxid.
