AI isn’t new (it was invented in 1951), but it has certainly gotten smarter. Case in point: Since launching in November, AI bot ChatGPT seems to be all anyone can talk about (here’s an explainer) if you’re unfamiliar with the craze).

The tech is leaving business leaders and marketers scratching their heads. Is it best to lean in? Or is this a passing fad?

There’s also the reputational issue at stake. Nobody wants to be accused of leaning on tools like ChatGPT to the point of never having an original thought.

A few smart ways for business leaders and marketers to use AI:

• Analyze data faster to create more effective business results. AI can be used to review historical customer data, which allows the user to quickly discern which strategies are working and which aren’t. From there, optimizations can be made to increase brand awareness and market share.

• Start organic conversations with consumers. Leverage AI to identify customer preferences based on online conversations. The feedback can then be used to produce better, preferable products.

• Personalize. Today’s consumers expect — nay, demand — personalization in branded advertising and marketing. AI help brands go beyond demographic data to cater to interests on a granular level. Think how Spotify offers curated playlists and Netflix provides (mostly) accurate recommendations. This level of customization keeps customers coming back.

• Perform research. Dealing with a lot of data? AI has your back. It can be used to automate data acquisition, analyze complex datasets and much more. Candor has used ChatGPT as a research assistant, for example, to gather source links for blog posts and potential articles to share on social media.

• Develop product names and slogans. Crafting catchy copy can be difficult. But AI can act as a brainstorming partner, sourcing the internet for potential word pairings and other ideas you may never have considered.

• Craft video scripts. Candor has experimented, and the results are honestly astounding — however, they were also generic. That’s why we recommend using AI-generated scripts as a jumping-off point to incorporate real language real humans would use.

• Incorporate trending puns. Had to throw this in for our social media team. We love to get punny, and ChatGPT has come in clutch when we’re waiting on that third cup of coffee to hit.

But always remember: Despite its seemingly flawless nature, AI still makes mistakes. Always fact check and review for grammar and punctuation errors. After all, nothing can replace human creativity… yet.