How can you use AI to improve automotive marketing communications?

Let’s get this straight from the outset, artificial intelligence (AI) is not a replacement for human creativity or strategic thinking in automotive marketing.

Indeed, it is precisely because of this that AI should not be seen as a threat but as an opportunity and important tool that can benefit many areas of the automotive sector, ranging from aftermarket to future mobility.

Our latest blog explores some the ways you can utilise AI in automotive marketing, recognising its strengths and limitations.

Where does AI fit into automotive marketing?

AI in communications has a variety of potential applications, spanning from data analysis through to translation verification.

You could term this as doing the ‘heavy lifting’ which is important as it is not replacement for emotional intelligence.

Rather, AI has changed how we work in a positive way, shifting human focus even more to creativity, strategy planning and building closer client relationships, vital in such specialist areas as PR and media relations and digital marketing

What to be wary of with AI in automotive marketing

Long before the rise of AI, Red Marlin had built an enviable reputation for producing high-quality, accurate and trustworthy content.

Like any good journalist, we have always verified, checked and proofed all our work and this attention to detail is even more important in today’s world.

For all of its potential, it’s vital that AI-generated content is also verified and fact checked, and to monitor and prevent the creation of inappropriate or harmful content.

Where to get started with AI in automotive marketing?

Just because AI can do the ‘heavy lifting’ it still requires skill and practice to get the most out of it.

For example, if using ChatGPT, it can pay dividends to follow a simple set of rules to get the quality results you require rather than simply accepting the first set of answers.

Therefore, be specific by using clear, detailed instructions to get the desired results.

Finally, remember that using AI tools can be an iterative process and you should refine prompts based on the initial outputs for further improvements of the answers.

Using AI for data analysis

Another area where human creative thinking can be enhanced is when AI is used to analyse vast amounts of information in seconds.

Gone are the days of having to spend hours searching through detailed reports to produce a one-page synopsis. For example, nowadays, it is possible for us to analyse lengthy DfT reports on traffic or road casualty figures in just a few moments, identifying powerful trends and insights which make headline grabbing stories.

This freeing up of valuable time allows PR professionals, such as those in our dedicated team, to add further benefit to our clients by focusing on the bigger picture, whether they are in automotive lifestyle or classic cars, and the same is true for others who use AI in this way.

How AI is changing SEO

Whatever area of the automotive sector an industry is based in, whether that’s fleet or engineering and technology, for example, then SEO remains a cornerstone for building links and enhancing a brand.

The difference, now, is that people are being more specific in what they ask search engines and tools like ChatGPT, while also being less formal.

This presents a golden opportunity for content creators to add value, providing content that is real and has human insight.

However, it should also be remembered that tools like ChatGPT still produce a lot of their results from web pages which rank highly on Google and the likes, so the basics of SEO remain in terms of structuring content correctly, for example with the use of h tags, alt text, as well as producing original, insightful work and securing backlinks from high quality domains.

How to stay ahead with AI and SEO in automotive marketing

AI, just like the search engines that play a vital role in SEO, likes content that is genuinely useful and informative, offering a fantastic chance to provide a personalised approach.

It means traditional SEO can be interwoven for AI use, knowing that content with human nuances and its subtle differences will be rewarded by AI engines.

AI applications for real time use

Of course, one of the biggest benefits of AI in automotive marketing is when it is used for real time analysis.

Automotive brands can now understand how people perceive their brand through sentiment analysis, rather than simply counting brand mentions.

It shows whether text can be classified as positive, negative or neutral, allowing brands greater insight into how their messaging is being received, and also how their brand is being spoken about by others in the media, thereby allowing them to react, and forward plan, accordingly.

How AI can benefit campaigns

Red Marlin’s automotive marketing expertise is perfectly honed for creating award winning campaigns, such as our work with IAM RoadSmart which resulted in a national award

AI is now an important tool that can highlight what is working the best in campaigns by predicting what messages are resonating with target audiences. This means content can be tailored to boost engagement and conversions.

Using AI to enhance human creativity in automotive marketing

While AI is not a replacement for human creativity it can assist with inspiration sessions by providing stimulus for original and highly creative ideas while helping to prevent groupthink.

Digital agency support  that respects AI

There’s no doubt that AI is creating a rapidly changing space, giving us the chance to think differently.

It has created an environment to grow creativity and human insight, which is benefiting our clients, and Red Marlin as an agency.

Want to know more about automotive marketing?

If you could benefit from Red Marlin’s automotive marketing knowledge, which also encompasses branding, advertising,awards and sponsorship, social media, email marketing and digital advertising, then please get in touch for a no obligation chat.