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New AI Tools Can’t Win Without “You”

Launching a new AI-based tool is the martech trend that just won’t end. Salesforce, Microsoft, and HubSpot anted up this week, but which one of these juggernauts will emerge as the winner? ChatGPT and Robert Rose both draw the same conclusion.

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Aired: March 10, 2023

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Hello there and welcome. Well, the world of marketing and AI just isn’t slowing down. If you thought it was only a matter of time before everybody got into the game, this was the week for it. Salesforce, Microsoft, and HubSpot all announced they are diving neck-deep into this AI thing. When I asked ChatGPT who was going to win, it said (and I quote): “I don’t know. It will all depend on who provides real value to their customers.” With answers like that, who needs guys like me? Are you ready for 5 minutes of what this measly human thinks you need to lead in marketing? Let’s roll.

Hello everybody. Robert Rose here with the news. It’s what’s new, but – more importantly –what’s important in content marketing. And for the best in best practices – you can always go to

Well, it’s now officially a trend, and I guess I’m officially covering it because, in the world of content and marketing, AI is just Not. Going. To. Stop.

It’s been quite the week in the world of AI, as three of marketing tech’s juggernauts announced new AI initiatives to plug into their various solutions.

Related: 6 Steps to Help Content Marketers Can Thrive in a World With AI Content Tools

It started with HubSpot announcing the launch of two of their newest tools powered by artificial intelligence – a content assistant and Its content assistant is a bit like some of the other generative content tools out there helping marketing people create (what it says is) quality content. is in public alpha testing mode, according to HubSpot. It helps customers do a variety of things based on a natural language interface – such as add contacts and companies to the CRM system, create custom reports, and draft effective emails that are personalized to the recipient.

Not to be outdone, Salesforce – which also had a “how do ya like them apples” moment this week, when it crushed its fourth-quarter earnings (that just fascinates me) – said, if you liked our little Einstein AI platform, you’re going to love our Einstein GPT. This is their partnership with OpenAI. The ability for customer service agents to draft relevant responses, for sales to be able to use natural-language chat to file account updates and identify key contacts, or even for marketing to generate content for landing pages seem to be the highlighted features in this new platform.

And, finally, Microsoft just this week announced its AI Assistant is to be integrated into their Dynamics CRM product. It’s called Dynamics 365 Copilot, and – yup, you guessed it – it’s powered by technology from OpenAI. The software will (and I know this will shock you) create email answers to customer service queries, and help you come up with new categories, write product listings for ecommerce – in a word, draft content.

I mean I feel a little deja vu here. Wasn’t I just talking about the marketing claims getting bigger and bolder?

Well, it’s hardly a week later, and here we are.

What’s our take here at CMI?

Honestly, I think this is going to be where AI earns its keep. I think Microsoft’s foray into trying to make Bing Search cool and interesting is a little like Gretchen from Mean Girls trying to make “Fetch” happen. The way more interesting application of generative AI will be when Microsoft starts to integrate it into Word, PowerPoint, Excel, and Outlook – and, yes, CRM – etc. Salesforce and HubSpot are hot to get these tools into marketers’ hands, as well, and CRM is a perfect choice here because it’s where there’s a learning model that we can trust.

And that’s the key, which goes back to what ChatGPT told me when I asked who would win: It definitely will be the ones that can offer you the most value. The things to look for here are where the learning models and the applications can be tailored to your needs. You don’t need a different interface for ChatGPT to write your next abstract for your webinar, your next summary of your white paper, or your next marketing email – there will be a zillion tools priced at extraordinarily low prices to do that.

What these enterprise solutions are going to need to demonstrate to you is how it uses your data, your learning model, and allows you to customize, broaden, or limit it to your liking. Tune it to your needs and learn from your team’s efforts.

Marketers: For an enterprise #AI solution to earn your attention, it should demonstrate how it allows you to customize, broaden, or limit its utility to your liking, says @Robert_Rose via @CMIContent. Share on X

So, as you start thinking about how and which of these tools will get your attention, just remember any tool you buy is only as good as you are able to use it for the job you need to get done.

Let’s keep the conversation going. Send me a note – I’d love to know what you think.

That’s five minutes of news you can use to lead your content and marketing strategy. I’m Robert Rose. Remember, as always, it’s your story – tell it well.

I’ll see you next week.

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