Recent research reveals that the adoption of generative AI (Gen AI) in marketing lags significantly behind its personal use. A report, “Top-100 Gen AI Use Cases,” by Marc Zao-Sanders, shows that while AI is increasingly used for emotional support in daily life, marketing tasks like ad copywriting and social media content generation rank much lower in usage.
The report analyzed generative AI usage, highlighting a shift over the past year from technology-driven applications to those focused on emotional well-being and personal fulfillment. The top three applications, according to the research, include:
1. Mental health therapy and companionship
2. Life organization
3. Finding life purpose
The report suggests this indicates users prioritize AI for emotional needs over pure productivity gains. Marketing applications ranked considerably lower, including:
- Advertising/marketing copy (64th)
- Blog post writing (97th)
- Social media copy (98th)
- Social media management (99th)
This gap reflects the untapped potential of generative AI in marketing. Zao-Sanders notes marketers may have misjudged AI’s trajectory, with many experts anticipating initial success in technological fields. However, the research demonstrates AI's significant role in fulfilling human emotional needs.
Generative AI usage is increasing, particularly in crafting effective prompts. The highly-ranked applications in the report offer valuable lessons for marketers. People favor AI that connects with them emotionally; marketing tools should prioritize conversationality and empathy. Furthermore, the popularity of AI in life organization suggests marketing tools should focus on workflow optimization, not just content creation.
In the report, the highest-ranking marketing-related use case was “generating creative ideas” at number six, suggesting brainstorming may be a better entry point for generative AI. Marketers shared successful real-world applications of generative AI, such as using AI for industry pain point analysis and rapid generation of case study reports.
The report recommends marketers focus on the personal benefits of AI tools, not just productivity enhancements. Transparent data privacy measures are also crucial for building user trust. Zao-Sanders concludes that now is the ideal time for marketers to learn and integrate these tools into their workflows.
Key Takeaways:
🌟 Research shows generative AI is more popular for personal use, with marketing applications remaining underdeveloped.
💬 Marketers can learn from successful AI use cases, focusing on emotional connection and life organization.
🔍 Transparent data privacy protection is vital for building user trust.