Where AI is getting marketers’ attention
Chatbot among top AI use cases
A survey of 300 marketers on AI usage in marketing reveals that chatbots/ customer interactions is the most widely adopted AI application, with 62% respondents already implementing the solutions and another 29% planning to do so in 6 - 12 months [1]. And the reasons for its popularity are justified. As customers increasingly expect 24/7 service and instant responses, companies are required to keep up with the demand while keeping costs manageable. AI chatbots have therefore become a key enabler, powered by the ability to automate routine inquiries while delivering a human-like interaction experience. Global analysts show confidence in the growth of AI chatbots, with Gartner predicting that as many as 80% of standard customer service queries can be solved by agentic AI without any human intervention [2]. This level of automation, combined with round-the-clock availability, allows companies to operate efficiently without maintaining large support teams. Operationally, the impact is significant, enabling improved service continuity while reducing costs by as much as 30% [2].
AI chatbots aren’t just a win for businesses, it benefits customers too. Trained on massive data base, AI chatbots are able to collect and present information about services and products at a high accuracy rate, helping customers make better informed decisions. For instance, a leading Asian financial group has partnered with FPT to implement an aggression and comparison platform of insurance products with a built-in Gen-AI chatbot. The platform provides smart search capabilities, personalized filters, and intuitive visual comparisons, helping customers easily browse and evaluate insurance options. The GenAI chatbot enhances this experience by delivering instant responses to inquiries and offering tailored recommendations based on individual preferences. With these features, the company has helped its customers identify their preferred insurance plans more efficiently, with 50 – 75% less time spent on researching products. The platform also allows its customers to review a wider range of selection, consequently choosing better-fit plans to their needs and saving 10 – 20% in premiums by securing better deals.
Content generation remains popular
Content generation remains one of the most popular AI use cases among global marketers. A survey by Coleman Parkes Research ranks it as the second most widely adopted AI application, with 45% of respondents already using it and another 41% planning to implement it within 6–12 months [1]. The finding is consistent with another research by HubSpot, in which content generation ranks at top 1 AI use cases with 1 in 4 marketers using the technology to turn text into multi-modal campaigns [3].
AI is effectively used by marketers to accelerate the content production process, starting with brainstorming and ideation. AI tools can generate outlines, first-drafts, summaries, or idea lists quickly, which in turn cuts down the “blank page” time significantly. AI-powered search also effectively crawls and collects information from websites, putting them into a well-structured summary of research and analysis and saving writers considerable time. By automating routine tasks such as grammar checking, rewriting, and repurposing, AI tools effortlessly take over these works and allow writers to focus on higher-value work like editing and strategizing. Consequently, marketers already report significant timesaving from using AI tools in content generation, cutting down of as much as 3 hours per piece [4]. On a company level, that timesaving allows faster publishing, more frequent updates, and enhanced capability to respond quickly to news and trends.
When AI is not working
Overuse of AI without proper human oversight can damage brands more than the efficiency it gains. Most dominantly, AI generated content has been heavily criticized for violating intellectual property rights, posing significant legal and reputational risks for brands. It is because AI is trained on a large pool of public data and unintentionally generates outputs that mimic or contain the styles, designs, and elements of copyrighted items. Using such AI-generated outputs not only puts brands under lawsuit threats but can also damages brand authenticity, leaving customers skeptical of the values they carry. For example, LEGO was called out for using AI-generated image for its Ninjago characters, which contains a character wearing a headband from the Japanese manga Naruto – a property that LEGO did not hold a license [5]. But more than that, LEGO was not merely criticized for using intellectual property without permission; the brand received backlash for going against its brand identity, which values quality and creativity.
AI overuse can undermine brand effectiveness, especially when emotional resonance is central to connecting customers with a brand’s values. These emotional factors come from real people, lived experiences, and authentic stories, which AI cannot truly replicate. While the technology can mimic artistic styles, it lacks the mutual experiences, shared environments, and common understanding that create true emotional connections. This became evident when Coca Cola received controversy for its fully AI-generated 2024 Christmas promotional video. Although the video was meant as a tribute to its iconic 1995 commercial and a celebration of reunion and joy, the video instead received backlash from the audience, with viewers seeing it as “soulless” [6].
Over-reliance and reckless use of AI don’t just invite criticism; it’s actively pushing customers away. In fact, nearly half of surveyed respondents reported lower trust in brands that use AI-generated emails, citing a lack of authenticity and transparency as the reason. Customers are even abandoning brands that over-relies on AI for email messaging, as a whopping 79% of respondents show strong likelihood for switching brands if AI is the primary tool for brand communications. And the long-term impact is equally alarming. More than half of surveyed consumers express reluctance to recommend these brands to others, signaling a direct threat to future growth [7].
What it means for businesses?
Despite the drawbacks, AI applications in marketing significantly improves business performance, with companies reporting the greatest revenue increase coming from AI use cases in marketing and sales [8]. That means leaving out AI is detrimental to businesses, potentially causing them to lose competitiveness in the market. However, integrating AI into marketing requires careful monitoring, with the following principles in mind:
- Human oversight is critical: AI should be used as a tool, not a replacement for human judgment. Marketers must review, finetune, and edit AI-generated outputs to reflect the brand’s unique voice and values.
- Fact-checking is non-negotiable: AI biases and hallucinations occur more often than one may think. Fact-checking the claims, arguments, and evidence presented by AI is indispensable to ensure information accuracy.
- Legal and compliance standards must be monitored closely: Regulations surrounding data privacy, intellectual property, and AI-generated content continue to tighten globally. Ensuring compliance with these evolving laws is critical to avoiding legal risks and reputational damage.
- Choosing the right AI partner matters: An ideal AI provider should not only demonstrate strong technical capabilities but also uphold strict ethical, security, and legal standards. It includes transparency on training data, clear policies on training models, safeguards against misuse and security threads, and commitment to responsible AI.
With strong AI capabilities, an extensive partner ecosystem, and a large pool of skilled talent, FPT has become a trusted AI and digital transformation partner for global enterprises—supporting more than 1,100 businesses worldwide, including over 130 Fortune 500 companies. To drive AI-first innovation, FPT continues to invest heavily in expanding its technological capacity, including the development of two AI factories in Vietnam and Japan equipped with NVIDIA H100 and H200 GPUs and ranked among the world’s TOP500 fastest supercomputers. FPT also introduced FleziPT – an AI-first platform for delivering agile AI solutions with speed, precision and quality, cutting development time by 60% and reducing rework by 50%. The company is actively advancing its AI research and development, with a strategic emphasis on responsible AI, in collaboration with global partners including NVIDIA, Microsoft, Landing AI, Mila, and more.
Learn more about FPT’s AI capabilities here.
