31 January 2025 Prompt Engineering: Marketing and Customer Experience Perspective Share

Prompt Engineering: Marketing and Customer Experience Perspective Share


The increasingly intensive and integrated use of artificial intelligence technologies in the business world offers strategic advantages across a range of domains. AI applications, particularly in marketing and customer experience, deliver significant benefits, including deeper consumer insights, faster data analysis, and the creation of personalised content. In this context, prompt engineering, i.e., structuring the commands given to AI models, has emerged as a critical skill that directly influences the effectiveness of AI-driven marketing efforts. 



What Is Prompt Engineering?

Prompt engineering is a structured communication method aimed at generating highly accurate and purpose-driven outputs from artificial intelligence models. The way these prompts are crafted directly affects the relevance and quality of the results because AI systems operate based on the instructions they receive.  Poorly constructed or vague prompts can lead to low-quality outputs that fail to meet the intended objectives. Thus, prompt engineering is not merely a technical skill—it is a strategic practice that enables meaningful collaboration with artificial intelligence.

Its Importance from a Marketing and Customer Experience Perspective

1. Access to Information and Generation of Solutions
Marketing relies heavily on understanding complex consumer behaviour and developing strategies informed by that understanding. Artificial intelligence models can analyse vast datasets and extract meaningful insights. However, accessing these insights depends on how well the prompts are structured.
For instance:
– Incorrect prompt:  “Suggest a strategy for marketing.”
– Correct prompt:  “Suggest a marketing strategy based on social media advertising, targeting young adult consumers in the e-commerce sector.”
Well-crafted prompts offer a distinct competitive advantage to leverage artificial intelligence effectively

 


2. Simplicity in Creative Processes
Creative content production is one of the core components of marketing communication. Well-structured prompts allow artificial intelligence models to contribute more effectively to this process. Providing specific inputs not only accelerates the process but also enhances creative diversity when generating ideas for a brand campaign. 
For instance:
– “For the X brand, suggest a campaign idea that targets environmentally conscious young people aged 18–30, emphasises nature-friendly and sustainable living themes, and has the potential to go viral on social media platforms.  The campaign should include a slogan, a main visual concept, and an interactive social media event.”
 


3. Personalised Marketing Solutions
Marketing academics have long highlighted the positive impact of personalised experiences on consumer loyalty. Detailed and target-specific prompts help generate content that aligns closely with consumer needs when working with artificial intelligence. For instance, a prompt can be structured as follows:
– “Suggest personalised email campaign text for X brand targeting female customers aged 25–35 with high environmental awareness.”


4. Efficiency and Time Management
Academic and applied marketing studies often require the analysis of large volumes of data. At this stage, well-crafted prompts enable artificial intelligence to contribute directly to the analytical process. In particular, posing clear and targeted questions to AI when interpreting market research findings ensures that results can be quickly translated into actionable insights
For instance:
– “Based on the findings from the latest consumer research (sample data:  customer satisfaction rates, NPS scores, and reasons for product complaints), present three strategic actions to increase satisfaction and strengthen loyalty among the target audience of the X brand. Each recommendation should include a data-driven explanation and a practical implementation step.”



5. Gaining a Strategic Advantage
Well-designed prompts offer a competitive edge to leverage artificial intelligence effectively. In marketing, accessing, and applying the right information at the right time is the foundation of successful strategy development. Prompt engineering plays a vital role in organisational decision-making by accelerating this process and enhancing its precision.
For instance:
– “Based on the following data obtained from market trends and competitor analyses over the last 12 months (sample data: market growth rate, competitors' pricing strategies, consumer preferences), propose three innovation-based competitive strategies that will enable Brand X to achieve a leading position in the industry by 2025. Each strategy should include a data-driven rationale, target customer segment, and projected business outcomes.”
 


6. Conducting Emotion Analysis
An essential dimension of consumer insight is understanding emotional responses. Social media and online reviews, in particular, offer rich opportunities to explore how consumers emotionally engage with brands and products. AI supports marketers by analysing these reactions through text mining and natural language processing (NLP) techniques. For instance, a prompt might be structured as follows:
– “Analyse social media posts related to Brand X over the last 3 months and identify the main complaint topics that contain more than 80% negative emotion.”
 


7. Performing Predictive Analyses
Artificial intelligence models not only analyse current conditions but also perform predictive analyses to forecast future consumer behaviour. These capabilities stem from AI’s ability to detect patterns in large datasets and anticipate emerging trends.
For instance:
– A prompt such as “Based on data from the last two years, predict the increase in demand for the X product category for the next quarter” helps marketing managers develop forward-looking strategies.
– “Analyse social media posts related to Brand X over the last 3 months and identify the main complaint topics that contain more than 80% negative emotion.”
 




Prompt engineering is not merely a technical task—it is a strategic approach that amplifies the functionality and potential of artificial intelligence. In data-driven, creative, and fast-moving fields like marketing and customer experience, well-designed prompts offer practitioners a powerful advantage. Crafting the right prompt reduces trial and error, streamlines workflows, and saves valuable time. More effective commands accelerate processes and reduce energy consumption. Well-crafted prompts unlock the model’s creative potential. Understanding the limitations and weaknesses of artificial intelligence is key to designing prompts that yield optimal results. Prompt engineering can be viewed as a strategic method for maximising an AI model’s capacity. AI models empower companies to stay ahead of the competition when used correctly.  In fields such as marketing, customer experience, and user interaction, well-designed prompts can make a measurable difference.
 


With clear instructions, artificial intelligence can operate more efficiently—both in terms of output quality and GPU energy consumption—especially when supported by supervised fine-tuning and reinforcement learning with human feedback. Prompt engineering remains at the heart of this evolving human–machine collaboration.