AI for Performance Marketers

Using readily available generative AI tools, our prompt crafting (aka prompt engineering) workshops can help any team increase their productivity by 5%-25% in about 45 minutes. Now that Microsoft, Google, Salesforce, Adobe and other major software vendors have begun to incorporate generative AI into their products, good prompt crafting skills will become table stakes.

Workflow Innovation

It’s true that you can increase productivity by learning to prompt craft. But just applying productivity to existing workflows is not going to give you the maximum benefits that AI platforms have to offer. To accomplish this, you’ll need to innovate your workflows and processes with the same intensity and at the same pace that the technology is being innovated.

Let’s compare a performance marketing campaign created using both a traditional workflow to one created using a generative AI workflow.

A traditional workflow starts by distributing the brand brief to the copywriters. They will take as much time as allowed, then submit copy for approval. The approval process will take as long as it takes. There will be rewrites. Then, testing will begin. Testing will take as long as it takes. There will be more than a few tests. Then, when the copy is tested and the artwork is approved, the campaign will be tested. When those tests are completed, the campaign will run. Both the working and non-working media will be continuously monitored and optimized. This is a time-tested process that has proven to be successful. But it can take days or weeks.

This is not the way performance marketing is going to be done in the age of generative AI.

To get an up close and personal view of the future. Here’s a tutorial that demonstrates how this workflow and process might be adapted using generative AI. It explains how to use your brand brief to create variables that will constrain the generative AI’s output to conform with your requirements, choose a known performance marketing framework (or create your own), and have the platform generate the copy. You can use any of your favorite consumer-grade generative AI products (ChatGPT, Bard, Claude, etc.) to test this workflow for yourself. In the industrial-strength version of this tool, you set your KPIs or OKRs, and let generative AI do its job.

As you can imagine, almost all our clients are building industrial-strength versions of this marketing workflow. If you’re interested in learning more about ways you can innovate your workflows and processes using AI, please reach out via the form below.

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it. This work was created with the assistance of various AI models, including but not limited to: GPT-4, Bard, Claude, Midjourney, Stable Diffusion, and others.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit



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