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In just a few short weeks, I’ll be giving a workshop at the National Religious Broadcasters Convention called Artificial Intelligence and Audience Building in Digital Fundraising.
In the workshop, I will be sharing a number of recent breakthroughs contributing to the growth of digital fundraising. If you are going to be at NRB, I would love to have you join us! See more information on the talk below.
Today, I would like to highlight a portion of the talk, where I’ll be sharing five different ways that artificial intelligence is transforming digital marketing and fundraising.
AI-assisted creative
One way that artificial intelligence is transforming digital marketing is through what we call “AI-assisted creative.” For example, AI provides a great opportunity to improve ad copy, especially for digital fundraising. AI-assisted creative enables us to automatically create many different versions of a particular ad or message and optimize those to specific audiences.
This is how it works: We take our best practice copy and generate a host of creative options automatically. They can then be put into a testing environment to see which message resonates with which audience.
One of the keys to effective digital fundraising is generating a huge variety of different approaches and versions of a particular ad or message — and optimizing those to specific audiences.
Artificial intelligence enables us to generate a huge number of variations, choose the best ones, and put those into a testing environment where each message can be validated and then tailored to the audience for which that message resonates (which is based on a whole other bit of AI, but that’s for later in the talk).
In our shop, we are privileged to work with some of the best creative minds, on both the copywriting and design sides. We also have an exceptionally talented group of digital media buyers who can help us understand what is working and why — within thousands of different emails, social media posts and other digital ads. Too often, our ideas come up short because we lack the manpower and expertise to test a multitude of different approaches.
By incorporating AI into our creative process, we’ve been able to expand the testing process exponentially, identify the best winning approaches, and validate them with a much wider audience.
Think of this like Mad Libs. But instead of filling in blanks, the AI identifies patterns in the language and understands how to write a variety of new statements based on those patterns. This results in many potential messages about products or causes that can be used to engage your audience.
Pretty cool sounding, huh? Don’t believe me? Would you believe me if I said that this blog post was AI-assisted?
I’ll show you. Below is the original copy I wrote to describe AI-assisted creative. From feeding these three short paragraphs into the tool, came the entire section above, after the headline AI-Assisted Creative:
- One way that artificial intelligence is transforming digital marketing is through what we call AI-assisted creative. The way it works is we feed best-practice copy from an experienced writer into a tool, and that tool generates a wide array of creative options.
- One of the keys to effective digital fundraising is generating a huge variety of different approaches and versions of a particular ad or message and optimizing those to specific audiences
- Artificial intelligence enables us to generate a huge amount of variations, choose the best ones, and put those into a testing environment where each message can be validated and then tailored to the audience for which that message resonates (which is based on a whole other bit of AI, but that’s for later in the talk).
Pretty wild, huh?
