Harsha Biyani

Importance of AI in the Future of Marketing

In this industry, embracing innovation, fostering collaboration, and keeping abreast of new trends and technologies is essential for marketers who want to succeed in this new-age world.

In this in-depth interview, Harsha Biyani, VP of Marketing at EatClub Brands dives into content strategy and the emerging impact of AI tools like ChatGPT to outline the future of marketing. Using her expertise, Harsha explores the obstacles marketers face and the ways technology is revolutionizing the industry. This discussion is an important sounding board for professionals and industry leaders, providing a smart preview of the future of the ever-evolving brand landscape and the impact of technological advances.

1. How is the marketing team structured and what approach do you take to creating a content strategy?

Our marketing team is divided into several segments, such as design and content teams, which work closely but independently. The design team is bigger than the content team because our apps, websites, and other related products require a lot of design work. We also have a product design team, alliances, and other marketing areas. One of the founders is deeply involved in marketing because it is his interest and expertise. 

When it comes to content strategy, we believe in the power of research and learning from what others have done. We gather inspiration from past and present trends, and our team members conduct in-depth research. Although we don't use many tools other than Grammarly, we are interested in how AI tools like ChatGPT can be used without sabotaging creativity. Our goal is to understand what has worked for us and other brands in the past and to stay current with current trends and consumer preferences.

2. How do you feel about using AI tools like ChatGPT in marketing? 

I think ChatGPT is an exciting and fun tool. Although I have not used it extensively, it is interesting to see how it can seed ideas for different marketing initiatives. When it comes to branding and naming, ChatGPT seems to be more structured and thought-provoking than random word generators.  As AI technology advances, it would be interesting to see how AI tools like ChatGPT can be integrated into the brainstorming process. 

New technologies such as artificial intelligence and machine learning have an important role to play in marketing. These technologies can help marketers analyze consumer data more effectively, allowing them to make data-driven decisions and improve campaign effectiveness. For example, AI can be used to segment customers, allowing marketers to create personalized messages for each segment. In addition, machine learning algorithms can analyze data from past campaigns and provide insight into which strategies work best, improving the overall effectiveness and return on investment (ROI) of marketing efforts. 

AI tools can help generate ideas, outline the content and provide new perspectives for brainstorming. But it is important to maintain the authenticity and human touch of your marketing content. Finding the right balance between the use of artificial intelligence and a human-centric approach is the key to marketing success. With the safeguards in place, AI can be a valuable team member with access to a wealth of knowledge and information, providing unique input and insights during discussions. 

As AI technology advances, it would be interesting to see how AI tools like ChatGPT can be integrated into the brainstorming process. But it is important to maintain the authenticity and human touch of your marketing content. 

3. How do you balance data strategies with creative intuition in your marketing approach?  

Balancing data-driven strategies and creative intuition is essential in today's marketing environment. Our approach involves combining the insights of data analysis with the unique perspective of our creative team. We use data to understand our target audience, monitor trends and measure the effectiveness of our marketing efforts. At the same time, we encourage our creative team to experiment, innovate and think outside the box.  

By combining data insights with creative intuition, we can make informed decisions that optimize our marketing campaigns while maintaining a clear brand identity. This approach allows us to remain competitive in a dynamic market and consistently deliver engaging and relevant content that resonates with our audience.

4. What are the biggest pain points in your marketing experience?  

One of our biggest challenges in marketing is creating content that has a wow factor that translates into business. It's different from how advertising was done 20 years ago. The content must be effective and efficient, but it must also contribute to the company's income. This challenge stems from the fact that we operate as a business-oriented company and prioritize the impact of our marketing efforts on the bottom line. 

Another challenge is to ensure customer loyalty. With the abundance of content available today, it's important to leave a lasting impression on customers, so they remember and choose our brand. This can be especially difficult when launching new products, such as a biryani brand, where establishing a strong presence in the eyes of customers is crucial. 

Staying relevant and standing out is the next big challenge when mass attention is competing for content. Brands are now competing with influencers, content creators, and even friends and family for screen time. That's why it's so important to remember the cutting sound. 

Content must be effective and efficient, but it must also contribute to the company's income. We operate as a business-oriented company and prioritize the impact of our marketing efforts on the bottom line. 

5. What do you see as emerging trends in marketing? 

Predicting trends is always difficult because even seemingly mundane events or content can suddenly go viral. However, I believe that AI technologies like OpenAI will be major trend changes that will lead to rapid content development and an even more competitive landscape for brands trying to stand out. 

Agility and adaptability are also key themes that come up in the discussion. The rapidly changing marketing environment requires marketers to stay abreast of new trends and technologies and to be willing to experiment, learn and adapt their strategies. By fostering a culture of innovation and embracing collaboration, marketers can navigate a dynamic environment more effectively. The need of the day is for marketers to stay abreast of the factors reshaping the industry and adjust their approach accordingly.

6. How important is user-generated content (UGC) to your marketing efforts?

Customization and personalization have emerged as critical factors in content-driven marketing. Brands must provide personalized experiences to maintain customer loyalty and increase conversions. To achieve this, marketers must effectively analyze data from various sources to create content and offers that are relevant to their target audience. This approach not only strengthens the relationship between brands and consumers but also creates a foundation for long-term success. 

User-generated content is very valuable for brands that stress a lot of engagement. However, for our brands, this approach does not have the same effect, because food decisions are different and spontaneous. Instead, we rely on word-of-mouth advertising because it carries more weight in influencing people's food choices. While UGC does not drive our marketing strategy, it is important to maintain quality content and remain relevant to our target audience. 

User-generated content is very valuable for brands that stress a lot of engagement. However, for our brands, this approach does not have the same effect, because food decisions are different and spontaneous. 

7. What do you think about the trend of employees becoming content creators? 

We have seen this trend emerge on platforms like LinkedIn, where professionals are increasingly sharing knowledge, motivation, and learning. However, the authenticity of some of the content is questionable, as many people seem to share information to support their claims without real experience. It's hard for people to make a mark in this content-rich environment. Also, people have started to use AI tools to create LinkedIn posts, Twitter threads, and comments, which often results in content that lacks personality and authenticity.

8. What do you think about the increasing integration of AI tools into everyday life and work? 

The increasing integration of AI tools into everyday life and work is both exciting and challenging. It offers efficiency, cost-effectiveness, and productivity benefits that are essential for individuals and businesses to remain competitive in a fast-paced world. In addition, AI tools can help us analyze vast amounts of data, provide instant insights, and automate repetitive tasks, freeing up time for more valuable work that requires human creativity and problem-solving. 

In addition, we must recognize that AI tools are constantly evolving and improving. This constant evolution presents both opportunities and challenges for marketers. Staying abreast of the latest developments in artificial intelligence and understanding how best to implement these technologies into your marketing strategies is essential for success. To keep up with the rapidly changing landscape, it is important to invest in the continuous learning and upskilling of marketing professionals. 

Finally, as AI tools are increasingly integrated into everyday life and work, a collaboration between humans and AI is essential. This collaboration can lead to innovative solutions, as AI tools can provide unique insights and information that humans may not consider.