For several year, software publishers specializing in marketing solutions have been promoting the integration of artificial intelligence services into their tools. Using artificial intelligence (AI) tools such as ChatGPT directly is a common approach, but it is also possible to use generative AI integrated into digital marketing tools. These generative AI applications around content are essential, and constitute an area in which marketing and communication professionals can easily begin to use them with reasonable budgets and a prompt return on investment. Advances in audio and video generation also make it possible to produce sounds, music and video sequences that can be used in the context of marketing. Marketing teams are under intense pressure to integrate these generative AIs into their practices and gain in efficiency. By becoming a possible substitute for the search engine, a tool such as ChatGPT could eventually divert traffic and advertising revenue from Google.
