Points North

Unlocking the Power of AI in Marketing and Design

on Mar 20, 2024 in Business

AI is a buzzword in every board meeting in every industry. Companies are eager to understand how it can support their goals, and SaaS organizations are lining up to sell it as a miracle solution. ChatGPT is just the tip of the iceberg. AI can offer innovative solutions to enhance the efficiency, personalization, and overall effectiveness of your marketing and design goals. Whether you’re a start-up or a seasoned business, here are several ways that AI can be leveraged in marketing and design.


Content Creation and Optimization

One Monday morning, I was struggling with writer’s block and couldn’t come up with a content calendar for a client. I took a “meme break”. While scrolling Instagram, I saw a post on tips for utilizing ChatGPT. Surely enough, one of the tips was to ask it for content calendar ideas #writersblockunblocked.

The output was a long list of ideas, including a few I had never considered! This led to a creativity snowball effect, and before I knew it I had my calendar. I never recommend copying and pasting anything directly from ChatGPT or other AI tools. You should always fact-check and write content in your own pen. Think of it as your AI Assistant.

Additionally, AI can help optimize content for search engines, ensuring that it aligns with current SEO best practices. It can analyze keywords, suggest improvements, and help create content that is more likely to rank well in search results.


Data analysis and insights

Data-driven decision-making is crucial for creating effective marketing strategies. Imagine having 10,000 survey responses that you need to analyze feedback for to influence your next ad campaign. I doubt you want to spend hours upon hours mining through surveys for insight. Even if research is your jam, this would take forever.

AI can sort, catalog, and analyze vast amounts of data quickly and identify patterns or trends. This capability enables marketers to gain valuable insights into customer behavior, preferences, and market trends.

Additionally, customer surveys are boring. Response rates are low, and those who do respond are potentially driven to do so because they had a negative experience with your brand or business. Using a sentiment analysis tool (like Balto.ai for example, worth checking out) on top of your communications with customers can give you real-time insight into what drives positive sentiment.



AI-powered chatbots can improve engagement and customer experience if executed thoughtfully. They can assist with product recommendations or answer frequently asked questions. AI chatbots shouldn’t replace the human element of customer experience entirely, but they can certainly serve as a first level of support. This approach could also free up time within your support team, as they will no longer be bogged down with questions like “What other color does this sweater come in?” or “How do I reset my password?”


An AI-eye for design

AI-powered tools can automate and enhance image and video editing processes. This includes features like background removal, color correction, and style transfer. Additionally, it can analyze design trends and user preferences to recommend suitable fonts and color palettes for various projects, ensuring visually appealing and cohesive designs, including ensuring what you’ve created is designed for accessibility.

Also, if you’ve hit a creative roadblock, you can input specific criteria and AI can assist in the design process by generating multiple design options based on specified criteria. Say hello to your new intern!


Designing for Accessibility

Points North has written about designing websites and reports for accessibility. AI can play a significant role in your efforts by providing tools and features that enhance the inclusivity of digital products.

For example, AI tools can analyze color combinations and recommend accessible color contrasts, helping designers create visually inclusive interfaces that meet accessibility standards.

Furthermore, AI algorithms can be used to automatically generate descriptive alt text for images. This is particularly helpful for individuals with visual impairments who rely on screen readers to understand the content.

Emails anyone?

Every entity, company, business, brand, and entrepreneur sends emails. Coming up with ideas for content and subject lines that are relevant and engaging can become overwhelming. AI can significantly enhance email marketing efforts by providing automation, personalization, and data-driven insights.

Use AI to identify patterns and create targeted email campaigns for specific segments, increasing the likelihood of conversion (or at minimum, boost your open rates).

Furthermore, you can loop AI into A/B testing subject lines and sorting out send time optimization. If your emails contain dynamic content, AI can assist with personalized content blocks based on user preferences, demographics, or behavior.
Content translation across multiple languages

AI, particularly NMT (Neural Machine Translation), has significantly improved the accuracy and fluency of machine translation. NMT models leverage deep learning techniques to understand and generate more contextually relevant translations.

If you’ve created content and need to push it out across multiple platforms in multiple languages, AI can assist! It can be trained on multiple language pairs, allowing them to translate between languages even if there’s no direct training data available for that specific pair. If you have a quick turnaround time, or are engaged in online communications where immediate translation is required, AI can also step in too! It’s a great scalable solution, and because it improves over time, its accuracy continues to be enhanced.


Whether you are a startup seeking to establish a presence or a seasoned business aiming to stay ahead, integrating AI into your marketing and design strategies can unlock innovative solutions for personalized customer experiences, streamlined workflows, and global outreach. It serves as a versatile ally in navigating the complexities of the digital era. The era of AI-driven marketing and design has only just begun!

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