The INMA report spotlights use cases of generative AI tools in news subscription marketing, centred explicitly on writing assistance.

Written by INMA researcher-in-residence and Readers First Initiative lead Greg Piechota, the report dives into the capabilities of new AI tools, based on a review by INMA of the top 15 generative AI tools and in-depth testing of the top three of them.

According to the report, generative AI tools can assist with various marketing tasks. These include:
  • executing nurture campaigns
  • creating compelling advertising, and
  • designing and optimising Web sites.

AI Guide and ChatGPT Promptbook for News Marketers explores:
  • use cases for generative AI in news subscription marketing
  • best practices and limitations for using generative AI tools
  • the generative AI landscape and a review of the top tools useful in marketing, and
  • the business case for applying generative AI in marketing copywriting.

The report aims to be a practical guide for marketing teams, including examples of effective prompts and step-by-step instructions and showcases practical scenarios like:
  • streamlining the customer and product discovery
  • analysing, drafting and iterating engaging copy for advertisements, paywalls, or offer landing pages, and
  • planning engagement e-mails, such as onboarding series, and tailoring them to different audiences.

By leveraging the new tools, Piechota argues marketers can gain a competitive edge. On average, a generative AI tool needs to save a marketer as little as 48 minutes per working week to pay for itself. Separately, an average publisher can expect up to 5 700% return on investment if using generative AI to personalise its marketing and achieve an average lift in conversions.

While Piechota is careful to point out the risks associated with the new technology, the report concludes that generative AI is advanced and 'productised' enough for marketing copywriting today — without much initial investment in technology or the need for training.

The report is available for free download to INMA members. All others may register or login, purchase and download. Individuals are encouraged to click here to review and download the report. 

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