Generative artificial intelligence (AI) is revolutionizing industries, particularly marketing, by changing how brands create and implement content strategies.
According to our AI Sentiment Report, 91% of those surveyed don’t have a problem with brands using AI-generated videos in their marketing content. But what is generative AI?
Generative AI is the process of creating new content, such as text, images, music, and videos, by learning patterns from existing data. Let’s explore how it works and the trends shaping the future of AI across industries.
The evolution of generative AI
Generative AI began in the broader field of machine learning (ML), a subcategory of artificial intelligence (AI). Over time, AI has evolved through several stages, leading to the rise of modern generative models. So, "What is generative AI vs. AI?".
Artificial intelligence (AI)
AI more generally refers to the development of machines that can perform tasks requiring human-like intelligence, such as problem-solving, decision-making, and language understanding.
Early AI relied on rule-based systems, but modern AI incorporates learning-based approaches. This shift paved the way for machine learning (ML).
Machine learning (ML)
Machine learning is a form of AI that enables computers to learn patterns from data and improve performance over time without programming. ML models power everything from recommendation systems to speech recognition.
Generative AI
Generative AI is a subcategory of ML that focuses on creating new content, such as text, images, music, and videos. Unlike traditional AI, which primarily analyzes data and makes predictions, generative AI produces original outputs by learning patterns from data.
How generative AI works
The generative AI process involves analyzing large amounts of data to find patterns and generate new content that mimics human creativity. AI models learn from existing examples and use this knowledge to create new outputs such as text, images, voices, or videos.
What is the main goal of generative AI?
The main goal of generative AI is to streamline content creation by producing high-quality, human-like outputs with little manual effort. By automating creative processes, AI allows businesses and individuals to scale production, personalize experiences, and discover new creative possibilities across industries.
Applications of generative AI
Generative AI assists marketing efforts and content creation across various industries. In fact, 56% of marketers say their company is actively implementing and using AI for content production. Here are several industry-specific use cases that showcase the effectiveness and key features of generative AI.
Marketing and advertising
Generative AI has transformed marketing and advertising by enabling brands to create personalized, engaging, and scalable content in a fraction of the time. From AI-powered copywriting to text-to-video generation, businesses can now tailor content directly to their audience.
Key uses:
- AI-generated ad copy and social media content: Use AI to craft compelling ad copy, captions, and blog posts optimized for engagement.
- Automated video creation: Tools like HeyGen allow brands to generate AI-driven video ads, product demos, and personalized video messages without expensive production teams.
- Personalized customer engagement: AI analyzes customer behavior and creates personalized email campaigns, chatbot interactions, and targeted recommendations to boost conversions.
Here are two examples of how HeyGen helped major brands elevate their marketing campaigns:
Embed HeyGen examples:
https://www.heygen.com/customer-stories/tomorrow-io
https://www.heygen.com/customer-stories/trivago
E-learning and education
Generative AI tools like HeyGen revolutionize e-learning course creation by allowing you to produce high-quality video lessons, tutorials, and training materials.
With AI-powered avatars, voiceovers, and automated video generation, instructors can create personalized, multilingual, and interactive learning experiences at scale. For example, HeyGen helped Sibelco enhance its global training programs by leveraging AI-driven video content.
Entertainment and media
Generative AI also supports the entertainment and media industries with AI avatars that inspire creativity. With HeyGen’s AI avatars and voice synthesis, creators can produce dynamic storytelling, virtual hosts, and interactive media experiences without traditional production constraints.
For example, Ogilvy leveraged HeyGen to push creative boundaries in digital marketing, using AI-generated videos to create compelling brand narratives.
The future of generative AI
Generative AI is here to stay and will likely continue to evolve well into the future. AI will likely move beyond simply assisting with content creation. It may become a collaborative partner in enhancing human creativity rather than replacing it.
Key advancements may include:
- More realistic AI avatars and voices: AI-driven avatars and voice cloning will continue to improve, making virtual presenters and digital influencers nearly indistinguishable from real humans.
- Hyper-personalization: AI may refine its ability to tailor content to individual preferences, delivering unique, user-specific experiences across industries.
- Real-time content generation: With more powerful processing capabilities, AI could generate live, interactive content on demand, from personalized training videos to AI-driven virtual assistants.
- Ethical AI and responsible use: As generative AI becomes more widespread, industries will focus on developing ethical guidelines and safeguards to prevent misuse and ensure transparency.
HeyGen is already at the forefront of these advancements, providing ethical AI avatars, voice cloning, and automated video generation that enable businesses to scale content creation like never before.
By continuously innovating and enhancing AI-driven storytelling, HeyGen is helping shape the future of generative AI.
Benefits and challenges of generative AI
While the future of generative AI is exciting and offers many benefits, several challenges may occur.
Get started with generative AI
Now that we’ve clarified what generative AI is, it’s time to put it to use. HeyGen makes it easy to create stunning AI-generated videos with a seamless, user-friendly experience — whether you’re a marketer, educator, or content creator.
Some standout features include:
- Product placement: For effortless branding and advertising, create a digital twin of yourself or an AI avatar wearing your products.
- Translation: Translate videos into over 170 languages and dialects to reach a global audience.
- Voice cloning: Generate realistic AI voiceovers that match your tone and style, eliminating the need for manual narration.
- Full-motion avatars: Simply insert a prompt and watch your avatar come to life with full motion and expressive features.
Sign up for HeyGen today and start using generative AI to take your business to the next level.
