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How you can use AI to superpower your marketing efforts

ChatGPT. Jasper. Bard AI. Bing AI. Perplexity AI. The list goes on.

We are situated at the pivotal juncture of a profound, tectonic shift in technology which some people, including Bill Gates, view as–or even more–important as the silicon microprocessor revolution, which led to the majority of the world’s population carrying a supercomputer in their pockets as well as making the internet itself possible. 

You’d be hard-pressed to find a person who hasn’t at least quizzically interacted with an AI, from asking essential, existential questions to ChatGPT (or for a recipe for the best banana bread), to wittingly or unwittingly training AI models by solving Google Captchas, all the way to interacting with customer service bots run by artificial intelligence. 

Today, professors are already trying to get their students ready for the coming AI revolution by showcasing the uncanny possibilities of ChatGPT-like models, which some students (and businesses) are already using to write long-form content! (If this sounds like you, or you are considering using AI to write your business’s content, did you know Parquet Development offers SEO services, including long-form content writing? Contact us for a free SEO audit.)

Or who hasn’t opened up their inbox recently without seeing news of this climactic development in the history of technology? With at-your-fingertips, completely free AI models seemingly coming out of nowhere, immediately altering perceptions and even creating chaos and confusion, some organizational leaders are left wondering “Well, what now?” 

AI means business

The list of interactive, generative, and conversational AI models continues to grow, with over two dozen established artificial bits of intelligence all vying for your attention as a business owner. 

But how can you zero in on a profitable use case for AI, right now, at this very crucial buy-in-or-be-left-out moment? 

This article will explain how you can leverage the seemingly unlimited power of increasingly more sophisticated AI engines for your organization, and what this new tech means for owning and running a business today. 

‘Artificial’ is the operative word for today’s AI

We should all be aware that although some are ready to ring the celebratory bells, and AI is beginning to be integrated into every facet of our lives, we are still in the stage of what might be called “low AI”, meaning AI still requires human oversight, handholding, and sometimes, major editing or error correction. 

The kinks have yet to be worked out for a fully-automated AI experience that has yet to be imagined, much less implemented.

Perhaps in ten or fifteen years, with advancements already outpacing even Moore’s Law, we may reach a steady state of what could be termed “high AI”, and see the true potential of these iterative models, which grow stronger, more “intelligent” with each and every input query.

However, even in these early days, AI is already proving itself as a useful companion for businesses. It is changing the way we approach and think about work that used to be entirely manual, it is adding value to bottom lines, it’s making us quicker and dare we say, smarter, and we are only at the beginning stages of this exciting, still-to-be roadmapped, future–a future that you certainly don’t want to be left out of. 

Salesforce has entered the chat

Maybe most importantly for businesses using the world’s most sophisticated CRM, riding on the cresting wave of OpenAI with key learnings, Salesforce announced its own proprietary AI-for-CRM in March of this year in a closed pilot program. It’s called Einstein GPT. 

Meet the world’s first AI-for-CRM: Einstein GPT

Salesforce claims that Einstein GPT is the “world’s first generative AI for CRM” which delivers “AI-created content across every sales, service, marketing, commerce, and IT interaction.” 

Interestingly, Einstein GPT–an evolution of Einstein, Salesforce’s previous AI framework–integrates with Salesforce Data Cloud, infusing both private and public AI models via API to create a unique output of personalized content based on your organization’s real-time data. 

How global companies are successfully implementing Salesforce’s AI

Several companies, including HPE, L’Oréal, RBC US Wealth Management, and S&P Global Ratings have been able to utilize AI to great success. 

“Embedding AI into our CRM has delivered huge operational efficiencies for our advisors and clients,” said Greg Beltzer, Head of Tech for RBC US Wealth Management. 

On the potential of AI-assisted customer relations, Chris Heusler, Chief Commercial Officer of S&P Global Ratings said “The next chapter of AI has exciting implications for elevating the customer experience.”

We’re excited about the public release of Einstein GPT and will continue to keep a close eye on developments in the Salesforce AI’s maturation, and we will provide guidance on how to utilize it to its fullest potential for your business as it becomes publicly available for Salesforce partners. 

So, what now?

However, there are still troves of tips, practices, and services you can use to optimize your business in big ways, from HR streamlining and automation, marketing insights gained via machine learning to predictive analytics for sales forecasting, and much more.

What AI is

Natural language processing (NLP), machine learning, and deep learning are just some of the many components that fall under the umbrella of AI.

Some examples of AI in action in your day-to-day life are digital assistants like Siri, Alexa, and others are powered by AI, as are your personalized recommendations on sites like Amazon or the music streaming service, Spotify. FaceID, which unlocks iPhones with a single look, is even an example of artificial intelligence’s scope. 

How to use it for your business

As a business owner, executive, or decision maker, it may be confusing where to start with AI, as its use cases have exploded in recent years, but just how other companies are successfully implementing AI is advantageous to know. Whether you’re starting from scratch, have some pilot programs running or at least planned, or are maximizing your use of AI, this short guide* will help you decide on the best tech, utilization, and future planning of AI rollouts.

The future of business

Today, in the age of “low AI”, it’s unlikely that you will be able to actually replace headcount with any artificial intelligence, no matter how advanced. 

How to use ChatGPT effectively

ChatGPT, if used correctly, can be a powerful tool for generating summaries and reports or conducting preliminary research. 

According to Forbes, “ChatGPT can streamline [the summary and reporting] process by analyzing a large amount of data (often across multiple systems) and turning it into reports or summaries that provide valuable insights for business leaders. The advantage is the speed [emphasis ours] at which ChatGPT can complete this task compared to most human workers.” 

The operative word there is “speed”–as while AI can manage to do things much quicker than the average human, it isn’t always the best at any one task. However, if you feed it raw data that needs to be condensed, it can often output stellar results.

However, even OpenAI, the makers of ChatGPT-4 understand its limitations, even going so far as to state, “ChatGPT sometimes writes plausible-sounding but incorrect or nonsensical answers.” So it certainly won’t be replacing your business content writers, much less journalists, anytime soon

According to Harvard Business Review, “only 22% of executives” indicated that they considered reducing employee count “as a primary benefit of AI.”  

AI Marketing is here, but there are some caveats

Squeezing SEO juice and creating visual content from scratch  

However, if utilized in a concerted, targeted, and operationalized way, AI can be a boon for better business practices, especially in marketing. 

Jasper AI is a conversational AI tool, much like ChatGPT, but far more powerful and robust. 

Not only can it create infographics, videos, and other visual content to help liven up your long-form blog posts, but it’s also a helpful tool for SEO. By feeding it specific keywords, it can help your content strategy by targeting specific phrases and terms that you’d like to rank for and incorporating them in a seamless, organic manner.

However, while Jasper can help supercharge your content with targeted SEO terms and original infographics and visuals, just as with ChatGPT, using AI to generate long-form content in its entirety is a risky proposition. 

Not only can Google detect AI-generated content, it considers it webspam, and will take “action” against sites that use content generated by any artificial intelligence, no matter how sophisticated. 

What action Google will take against AI content, and what it actually means is unclear, as the technology is quite new, and efforts to detect it are still in their infancy, but it’s very likely that your SEO ranking could go down. That’s why it’s crucial to get a pair of human eyes on all content efforts that your AI tools create. 

Editing AI-generated anything for mistakes, timeliness, and for phrasing–even SEO terms–in your brand voice are all important methods you can use to avoid detection and its resultant consequences. 

Ensuring your content is correct, clear, and powerful

Piggybacking off of the content approach, Grammarly has been on the AI scene for longer than many other tools and has proven its effectiveness, with over 30 million happy customers using its highly accurate AI-generated writing suggestions, grammar and spelling checker, and good punctuation etiquette (including answering the ever constant question of whether to use a semicolon or an em dash in your writing).

Grammarly will also help you make your content more readable, clear, and robust, by also checking your content for misuses of the passive voice, which not only makes your writing less engaging but can be confusing to readers.

It can even detect overly “harsh” writing, and make suggestions to ensure your writing is more even-handed and diplomatic, which will enhance the reading experience.

If you’re writing for an academic audience for your business, Grammarly can also help you cite sources in many different formats like APA, MLA Chicago, etc. 

Finally, it also has essential features like a connection to Microsoft Word, a vocabulary expander that spots weak words or phrases and provides more invigorating substitutes that make your content more lively, and a plagiarism detector (which scans over 16 million websites to find matches) in case you’re worried about unintentionally mimicking a sentence that you’ve read from another source. 

They’ve got mail too 

Email is arguably the most cost-effective, efficient marketing avenue for your business today (and we don’t just say that as a certified Salesforce development agency, as according to Omnisend, for every $1 spent on email initiatives, you can expect a $40 ROI on average.) 

So any money spent on making your emails stronger, more deliverable, and more engaging will be well-spent. And AI has got you covered there too. 

Along with the exciting upcoming expected rollout of Einstein GPT, there are many tools you can currently use to optimize the way you send emails, personalize your email content, and drive maximum engagement with your emails. 

We have to go back to Jasper, being one of the first AI-powered tools, as well as one of the most powerful and robustly featured. It can help you come up with suggestions for writing actionable headlines and test content ideas for body content. 

If that sounds vague and not very automated, well, since we actually have a Jasper subscription at Parquet, and its use case of writing truly personalized emails with just a couple of input words and a tone indicator (witty, smart casual, etc.), is a bit overstated. You’d have to manually change quite a bit of copy for it to sound natural and it’s, just to be frank, no marketing genius. 

However, what it is good at is coming up with ideas in several registers and directions for you to run with one or two, getting the ideation train moving, and its language skills–it can come up with email content ideas in 29 languages. 


While AI has made great strides, if not explosive leaps and bounds, in just the last two years, we at Parquet Development still suggest you exercise caution when it comes to generative AI, however, by using it in the outlined ways, you can boost your productivity, create interesting and informative visual content, create summaries and reports in second, and increase your ROI by spending less time in the ideation phase of things. 

Pair AI with the best practices you’ve learned over years of successful marketing, and you have a recipe for a winning marketing strategy. AI will only continue to grow more powerful, and we should all learn how to work with it to the best of its current abilities. 

However, nothing beats decades of combined expertise, knowledge gained from successful campaigns and a team of people working to ensure your marketing tactics are truly top-notch. Contact us at Parquet today to learn more about either a technology analysis, wherein you can learn how best to position AI for your business, or a customized, full-suite, human-led marketing strategy for your business today.

Michael Manouel

Michael Manouel is a technology-focused copywriter and content writer who specializes in CRM and martech platforms, craft coffee, and the pursuit of rare vinyl LPs.

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