# Generative AI in Marketing

> A NachoTuesday interview — the C-Suite Insights series from NachoNacho, the B2B SaaS and AI
> marketplace. In conversation with Jyotirmoy Dutta, Co-Founer, Yarnit.

- **Page:** https://nachonacho.com/nachotuesday/video/Generative-AI-in-Marketing
- **Guest:** Jyotirmoy Dutta, Co-Founer, Yarnit
- **Guest on LinkedIn:** https://www.linkedin.com/in/jyotirmoy-dutta-57b8b715/
- **Recorded:** 2023-11-17
- **Watch:** https://www.youtube.com/watch?v=4ki2s9382uw

## Summary

In this NachoTuesday, Andy Karuza interviews Jyotirmoy Dutta, Co-Founder of Yarnit. In this interview, they covered how AI is disrupting (and benefiting) the world of Marketing, AI tools available to help grow your business that you didn't know about, and tips for leveraging AI into your Marketing toolset. If you've ever been curious about where Generative AI is going, this interview is for you.

## Full transcript

Good afternoon, everyone, and welcome to another NachoTuesday. Today, I’m joined by the CEO and founder of Yarnit, and we’ll be discussing generative AI. Without further ado, I’d love to hear more about your company. Could you introduce yourself and Yarnit to the audience? Absolutely, thanks so much, Andy. It’s a pleasure to be here. To give you a brief background, I’ve been in the industry for the last 15 years. I started my career as a consultant and then joined a startup where I fell in love with AI, particularly in sales and marketing. Our previous startup experiences, combined with our technological expertise in AI, led us to address a key problem: marketing at scale. Often, we build fantastic products but struggle to effectively communicate our stories and the problems our products solve to the masses. That’s where Yarnit comes in. We focus on helping marketers and content creators craft amazing, personalized stories that resonate with their audience and do so at scale. It’s great to see how you’ve leveraged AI to simplify content creation, which is crucial for businesses today. Having tools that can enhance content marketing is incredibly valuable, especially for saving time while maintaining high quality. Yes, absolutely. The journey to my current role has been quite a fascinating one. I started my career as a pharmacologist, which was unrelated to technology or AI. However, I had some background in statistics, which eventually led me to consulting. I was part of Genpact Consulting for a long time, working with various companies, particularly in analytics technology. Later, I joined a startup called Limic, where we successfully developed an enterprise-grade AI-based analytics product in India, around eight years ago. This experience deepened my understanding of AI and its potential. My background in sales and marketing, combined with our technological capabilities, shaped our focus at Yarnit. We aimed to address the challenge of scaling content creation effectively, a problem we encountered in our previous company. The struggle was not just about creating content but about scaling it to reach a larger audience. That’s how Yarnit came to be—a blend of my personal journey from analytics to AI and our collective experience in startups. It’s been a rewarding journey, and all these experiences have contributed to our current focus. After our previous startup was acquired, we ensured that our product found the right scale before moving on to the next venture. It sounds like your extensive experience has given you a deep understanding of the problem. Many successful products and entrepreneurs truly grasp the issues they are solving because they’ve experienced them firsthand. Generative AI has become a major buzzword, with many jumping into the field. Where do you see the opportunities in generative AI today, and what are your predictions for the next few years? I believe generative AI is more than just a buzzword now; it’s a transformative technology. It has permeated various functions within companies, including marketing, sales, HR, and development. Generative AI has proven to be a watershed moment in technology, touching nearly every business function and offering practical usability to enhance business processes and customer experiences. Looking ahead, predicting the exact future is challenging, but significant advancements are likely. We’re seeing substantial developments in audiovisual content, and large language models have made impressive strides in understanding and generating text. The future will likely see further innovations in hardware and different media forms, such as audio and visual content. These evolving capabilities will continue to expand the applications and impact of generative AI. I'm very interested, Andy, in understanding how the software power of generative AI will connect with its hardware counterpart. This connection could lead to a lot of interactive storytelling and more immersive experiences. The potential for combining these technologies is quite exciting. In fact, I was discussing this with an entrepreneur earlier today. While I can't share his specific idea, it involved integrating hardware with AI, highlighting the next step of embedding intelligence into everyday objects to enhance their functionality. I completely agree that there’s much more to explore in this area. Shifting back to marketing, what considerations should a company make when integrating AI into their marketing strategy? That’s a very interesting question. When incorporating generative AI into marketing operations, companies should approach it similarly to hiring a new team member. The AI should understand the brand and its legacy, be aware of evolving consumer behavior, and adapt in real time. It should also be conscious of security concerns, such as data protection and bias in content generation. Ensuring there is a human in the loop to oversee and refine AI-generated content is crucial to maintain brand integrity. For instance, while AI tools like ChatGPT can generate content, they sometimes produce unexpected results. It’s important to review and fine-tune the content to ensure it aligns with the brand’s voice. Additionally, copyrighting issues arise as AI pulls data from the internet, which can lead to legal concerns. Another consideration is whether the AI system is active or passive. Does it require constant prompting to provide useful recommendations, or does it proactively offer insights and suggestions? For example, tools like Grammarly are designed to assist actively by improving your writing, although they are not perfect and shouldn’t be relied upon completely. AI tools should help streamline processes and handle large data sets more efficiently, offering valuable insights and trend analysis that would be time-consuming to do manually. Businesses can leverage AI in various ways today. One key application is in content operations or marketing, where AI helps create high-quality, personalized content at scale. This can range from SEO-rich blog posts to email campaigns, executed faster and more effectively. Moment marketing is another significant area where AI proves useful. With AI, brands can capture and respond to trends in real time, allowing for immediate reaction rather than waiting days or weeks. Lastly, AI is making an impact in digital performance marketing. It helps in managing and optimizing content for various campaigns, ensuring that marketing efforts are both efficient and effective. To optimize marketing campaigns, the power of technologies like data analysis and content generation is significantly simplifying the process. These advancements are making life easier for marketers by streamlining tasks and improving efficiency. Additionally, a major trend in recent times has been enhancing the customer experience through conversational commerce. While conversational commerce has been around for a while, many brands are now achieving more meaningful interactions with customers before a purchase is made. Understanding customer needs and responding with empathy, even when the product is not available, is becoming increasingly important. Therefore, conversational commerce, along with content marketing, moment marketing, and performance marketing, represents a significant trend in the industry. It's great to see these insights in action. Customers are finding success with these strategies every day. Conversational eCommerce, including the use of chatbots, is particularly noteworthy. These chatbots are increasingly effective at answering simple questions and directing users to the right resources. They serve as valuable routing tools, helping users avoid sifting through extensive FAQs or waiting for human agents. In today’s demand-driven world, this level of service is highly appreciated. The development of conversational bots has also improved in terms of empathy and efficiency. Earlier, interactions with bots could often feel robotic and impersonal. However, with advancements in AI and access to detailed product information, bots are now able to respond to user queries in a more nuanced and helpful manner. For startups looking to grow their brand, I have some recommendations. One crucial growth hack is to build the product with the customer in mind. Often, startups focus on creating the best algorithm or model, but a successful product must address the specific needs of the customer. The key is to solve a real problem in a simple and efficient way, ensuring that the time and money invested in the product are worthwhile. At Yarnit, we strongly believe in the "jobs to be done" framework, which emphasizes that while the end goal of a customer remains the same, there are various ways to achieve it. Whether it’s using different tools or methods to reach that goal, our focus is on making the journey smarter and easier for the customer. Sometimes, it's not about reinventing the wheel but about improving efficiency and enhancing the overall experience. By making the process more streamlined and user-friendly, you can win over customers and build a strong brand presence. Strategic Partnerships and Market Access I’m a firm believer in forging strategic partnerships to enhance global and local marketing efforts. Partnerships have been a crucial part of our strategy at Yarnit, as they provide us with a broader market reach. Collaborating with partners allows us to leverage their strengths and access markets that might otherwise be challenging for us to penetrate. Effective partnerships often involve empowering and synergizing with partners to unlock new opportunities. Whether it’s through affiliate partnerships, resellers, or marketplaces, these collaborations have been central to Yarnit’s approach. B2B Collaboration and Growth From a B2B perspective, there are many creative ways companies can work together to mutually benefit and drive growth. For instance, through joint content creation and sharing audiences, both companies can enhance their visibility and effectiveness. Engaging in such collaborative efforts can be a win-win for all parties involved. Challenges and Learning Experiences In the early days, one significant challenge we faced was getting too enamored with our technology. It’s easy to fall in love with the latest AI advancements and lose sight of the customer’s actual needs. We had to consciously avoid being distracted by every new tech trend and instead focus on solving real problems for our customers. This meant keeping our attention on what would genuinely make our customers' lives easier. Maintaining Customer Focus It’s crucial to maintain a customer-centric approach rather than becoming overly attached to the product itself. This mindset helps ensure that we are solving relevant problems rather than simply showcasing new features. An example of this issue was with a previous venture of mine, Spot Survey, where we overemphasized the novelty of SMS-based surveys without addressing the real needs and preferences of customers who were already satisfied with existing solutions. Yarnit’s Approach and Offerings At Yarnit, our focus is on creating personalized content and delivering a connected experience. We emphasize the importance of ensuring that every piece of content resonates with the audience and aligns with the brand’s legacy. Yarnit provides a comprehensive solution that covers the entire content lifecycle—from idea generation to execution, publishing, and performance measurement. This holistic approach ensures that content creation is continuous and adaptive to feedback. Future Plans for Yarnit Looking ahead, Yarnit aims to expand its offerings to include more use cases and delve deeper into video marketing. We plan to address various needs within the marketing space, including those specific to e-commerce and B2B sectors. By understanding these needs better, we hope to provide more tailored solutions and enhance our product further. The Origin of Yarnit The name "Yarnit" was inspired by the concept of storytelling. The term “yarn” refers to short stories or narratives, which aligns with our focus on weaving together compelling content. The name reflects our commitment to crafting engaging stories and content for our clients. Conclusion It’s been a pleasure discussing these topics today. I appreciate the opportunity to share insights and look forward to future collaborations. Our goal is to continue growing together and supporting our partners in their endeavors. Thank you for having me, and I hope to speak with you again soon.

---

All NachoTuesday interviews: https://nachonacho.com/nachotuesday
About NachoNacho: https://nachonacho.com/llms.txt