Understanding the difference between predictive AI and generative AI is crucial for product marketers looking to leverage these technologies effectively. Salesforce breaks down these two complementary approaches: predictive AI analyzes patterns in data to anticipate outcomes (like which products a customer might purchase), while generative AI creates new content based on learned patterns.
The Power of Combining Both Approaches
For PMMs, the magic happens when you combine both types. Predictive AI can identify which customer segments are most likely to convert, while generative AI can then create personalized messaging for each segment. This one-two punch enables the holy grail of marketing: 1:1 personalization at scale.
Salesforce outlines six best practices for AI marketing: build an ethical foundation with transparent data practices, use AI to unify and democratize data, optimize for audience segmentation, train teams on prompt engineering, automate monotonous tasks, and continuously track campaign performance. With 68% of customers saying AI advances make company trustworthiness more important than ever, the emphasis on ethics and security in AI implementation is particularly relevant for PMMs building customer trust.