If you’re looking to take your generative AI use up a notch, Gemini GEMS is a solid next step for many marketers who are already comfortable with basic generative AI tools.
Gemini GEMS (Generative Experience Models) have more to offer marketers than the base Gemini model because they allow users to create custom AI assistants tailored for specific tasks and contexts.
(Note: If you’re curious about our use of capitalization in this article, the product, broadly speaking, is called GEMS. Each model you build is called a Gem.)
Here’s the difference between GEMS and the Gemini base model:
How Gemini GEMS differs from Gemini
| Feature | Gemini | Gemini GEMS |
| Customization | General-purpose AI, less tailored responses. | Highly customizable AI with specific instructions, knowledge, and style |
| Persistence | Stateless; each interaction starts anew. | Remembers instructions and context across interactions for a specific Gem. |
| Focus | Broad range of tasks and information. | Designed for specific use cases defined by you, the user. |
| Knowledge input | Relies on its training data and real-time search. | You can provide specific files and data for focused knowledge. |
| Reusability | Requires repeated prompting for similar tasks. | Reuse custom Gems for consistent, efficient task execution. |
Dig deeper: What GenAI means for your marketing skills
Getting started with Gemini GEMS
If you have a Google account, it’s easy to get started with Gemini GEMS. First, go the Gemini website (gemini.google.com) and log in. On the left-side panel, click on the Explore Gems option.
Using Gemini GEMS to improve your marketing and productivity
This will open the Gem manager, which lists the Gems you created or recently used. To create a new one, hit the plus sign. You can access your Gems through the Gemini mobile app, but you must use the website to create one.
Marketers, especially those who consider themselves full-stack marketers, wear a lot of hats. Whether you’re creating awareness or attracting or nurturing leads, there are a number of jobs and processes involved. Gemini GEMS can help you streamline all of this by helping you create tailored AI assistants.
Broadly speaking, the Gems you create can help with:
- Efficiency: Automate repetitive tasks like creating email copy, brainstorming content or summarizing reports.
- Consistency: Use a consistent brand voice and messaging across all of your marketing.
- Personalization: You can train Gems on specific audience segments and pain points to build highly targeted content.
- Idea generation: AI is a great sounding board for ideas and will help you get unstuck when you’re not feeling creative. GEMS will help you brainstorm campaign ideas and content topics.
- Data analysis and reporting: Quickly summarize campaign performance data and identify key insights for marketers.
Dig deeper: Top 50 genAI use cases in marketing
5 applications of Gemini GEMS for marketers
One of the great things about AI is that it lets you get creative. It’s easy to open a generative AI app and start asking questions and probing its capabilities.
Here are five ways marketers can use Gemini GEMS to improve their workflow. No doubt you will find more when you start experimenting with the platform.
1. Persona-specific content creation Gem
Gemini can easily generate general marketing content, but it requires some detailed prompting each time you use it to address a specific buyer persona (e.g., their industry, challenges, motivations, etc.).
With Gemini GEMS, you can create a “Persona X Content Creator” Gem. Simply provide GEMS with detailed information about your target persona, including their background, pain points, content preferences and preferred tone of voice. Your Gem will consistently generate copy tailored specifically to Persona X, requiring minimal prompting each time.
2. Campaign brainstorming and planning Gem
Gemini will work with you to brainstorm campaign ideas, but it might provide generic suggestions unless you provide a detailed and lengthy prompt.
With GEMS, you can develop a “Demand Gen Campaign Strategist” Gem by feeding Gemini past successful campaigns, target audience information, marketing goals and budget constraints. Your Gem will then assist in brainstorming fresh themes, identifying relevant channels, suggesting content formats and even outlining potential timelines, all within the context you provided.
3. Lead nurturing email sequence Gem
Gemini can draft email copy, but it needs specific instructions for each stage of the lead-nurturing process.
Using Gemini GEMS, you can create a “Lead Nurturing Specialist” Gem by defining the different stages of the lead journey (e.g., awareness, consideration, decision, etc.), the type of content appropriate for each stage and desired engagement goals. This Gem will generate personalized email sequences that guide leads through the funnel, providing relevant information and calls to action at each step.
4. Social media engagement Gem
Like other copy-creation applications of the Gemini base model, you can generate social media posts. Still, they might not consistently align with your brand voice or engagement strategy unless you feed it detailed information each time.
With GEMS, you can create a “Social Media Engagement Manager” Gem by inputting information like your brand guidelines, target audience preferences for different platforms and examples of high-performing posts from the past. Your Gem will generate your social media content, suggest relevant hashtags and even draft responses to common inquiries, maintaining a consistent brand presence and tone.
5. Performance reporting and analysis Gem
If you provide the base model of Gemini with instructions on metrics and the analysis you need, it will summarize your data for you.
With Gemini GEMS, you can create a “Campaign Performance Analyst” Gem by providing templates for performance reports, key performance indicators (KPIs) and instructions on identifying the trends and insights you need.
This Gem will then quickly analyze campaign data from various sources (e.g., your CRM or MAP (marketing automation platform) and generate concise reports highlighting the key findings, areas for improvement and potential optimization strategies.
