Independent Banker - January 2023 - 26

PORTFOLIO
◎FOCUS MARKETING
Artificial ideation?
From grammar suggestions to content ideation, artificial
intelligence has evolved to be an asset for marketing industries.
Learn how AI can enhance the work of community banks'
marketing teams of all sizes. By Julie Kendrick
or years, artifi cial intelligence (AI),
which is the simulation of human
intelligence processes by computer
systems, has been used in technical
fi elds like medicine, engineering and
investing. Now, thanks to several new
services in the marketplace, it's gaining
a foothold in creative industries-
including marketing. But does it have
value for community banks?
Rob Birgfeld, executive vice
president, chief marketing offi cer for
ICBA, thinks it might. " It may sound
like a far-off , expensive concept, " he
says, " but there are many relatively lowcost
services that can immediately help
even the smallest marketing team build
copy and content at the scale that allows
them to test content areas, versions of
creative and language.
" Once upon a time, only big
marketing teams or agencies had
the ability to crank out dozens, if not
hundreds, of variations of copy to test in
their markets, " he adds. " AI is changing
the cost of entry, and community banks
can benefi t directly. "
AI as a writing tool
How do services like Grammarly,
Writesonic, Jasper, Rytr, QuillBot
and others work? " Grammarly's
communication assistance works by
providing real-time writing suggestions
wherever people type, " says Dorian
Stone, head of organizations revenue at
Grammarly. " Our suggestions also help
users be clearer and more concise, use
more engaging and varied language,
and deliver messages with the right tone
and level of empathy. "
Chaitanya Gatreddi, head of growth at
Writesonic, explains that the system is
" trained " by using best-in-class industry
examples of things like high-performing
Facebook or Google ads. " Then we ask
[enterprise] customers [and those with
custom requirements] to give us a good
sample set of content, so our system can
match voice and tone, " he says.
F
26 // ICBA Independent Banker // January 2023
Image by Master1305/Adobe

Independent Banker - January 2023

Table of Contents for the Digital Edition of Independent Banker - January 2023

Table of Contents
Independent Banker - January 2023 - Cover1
Independent Banker - January 2023 - Cover2
Independent Banker - January 2023 - Table of Contents
Independent Banker - January 2023 - 2
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Independent Banker - January 2023 - Cover3
Independent Banker - January 2023 - Cover4
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https://www.nxtbook.com/mspc/independentbanker/december2021
https://www.nxtbook.com/mspc/independentbanker/november2021
https://www.nxtbook.com/mspc/independentbanker/october2021
https://www.nxtbook.com/mspc/independentbanker/september2021
https://www.nxtbook.com/mspc/independentbanker/august2021
https://www.nxtbook.com/mspc/independentbanker/july2021
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https://www.nxtbook.com/mspc/independentbanker/april2021
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https://www.nxtbook.com/mspc/independentbanker/january2021
https://www.nxtbook.com/mspc/independentbanker/december2020
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https://www.nxtbook.com/mspc/independentbanker/october2020
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https://www.nxtbook.com/mspc/independentbanker/december2019
https://www.nxtbook.com/mspc/independentbanker/november2019
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https://www.nxtbook.com/mspc/independentbanker/april2019
https://www.nxtbook.com/mspc/independentbanker/march2019
https://www.nxtbook.com/mspc/independentbanker/february2019
https://www.nxtbook.com/mspc/independentbanker/january2019
https://www.nxtbook.com/mspc/independentbanker/december2018
https://www.nxtbook.com/mspc/independentbanker/november2018
https://www.nxtbook.com/mspc/independentbanker/october2018
https://www.nxtbook.com/mspc/independentbanker/september2018
https://www.nxtbook.com/mspc/independentbanker/august2018
https://www.nxtbook.com/mspc/independentbanker/july2018
https://www.nxtbook.com/mspc/independentbanker/june2018
https://www.nxtbook.com/mspc/independentbanker/may2018
https://www.nxtbook.com/mspc/independentbanker/april2018
https://www.nxtbook.com/mspc/independentbanker/march2018
https://www.nxtbook.com/mspc/independentbanker/february2018
https://www.nxtbook.com/mspc/independentbanker/january2018
https://www.nxtbook.com/mspc/independentbanker/december2017
https://www.nxtbook.com/mspc/independentbanker/november2017
https://www.nxtbook.com/mspc/independentbanker/october2017
https://www.nxtbook.com/mspc/independentbanker/september2017
https://www.nxtbook.com/mspc/independentbanker/august2017
https://www.nxtbook.com/mspc/independentbanker/july2017
https://www.nxtbook.com/mspc/independentbanker/june2017
https://www.nxtbook.com/mspc/independentbanker/may2017
https://www.nxtbook.com/mspc/independentbanker/april2017
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