What AI Thinks Your Customers Are Like

Last week, we learned to use AI to create marketing personas of our ideal customers. This week let’s put AI to work! Using the RAFT method discussed last week, we asked an AI tool to create personas for businesses in different industries. Here are the results along with some thoughts on each persona.

Marketing Persona for a Plumber

First up, our AI generated a persona for a plumber's ideal client. Notice how detailed the specificity generated by the AI. Even the customer daily routine is taken into account. The customer's home is old enough to likely need repairs, and she has the ability to foot the bill. These are two crucial considerations for choosing a target audience.

Meet Homeowner Helen Thompson

Specific Details:

1. Graduated from University of North Florida with a degree in Business Administration
2. Works full-time, often bringing work home in the evenings
3. Active in her children's school PTA and volunteers at local animal shelter once a month
4. Enjoys yoga and attends classes twice a week at a local studio
5. Avid gardener, maintaining a small vegetable garden in the backyard
6. Likes to host dinner parties for friends and family about once a month
7. Planning a kitchen renovation in the next year
8. Has an older dog (10-year-old Labrador Retriever) and a cat
9. Shops primarily at Publix for groceries and Target for household items
10. Watches HGTV and follows home improvement accounts on Instagram for inspiration
11. Uses a smart thermostat and is interested in other smart home technologies
12. Has had the same plumber for years but is dissatisfied with their recent service and availability

Daily Routine:

• Wakes up at 6 AM for a quick yoga session or morning run
• Prepares breakfast for the family and gets kids ready for school
• Works from 8:30 AM to 5:30 PM, often taking lunch at her desk
• Picks up kids from after-school activities around 6 PM
• Prepares dinner while helping kids with homework
• Enjoys an hour of TV or reading before bed at 10:30 PM

Recent Plumbing Concerns:

1. Noticed a gradual increase in water bill over the past few months
2. Garbage disposal in the kitchen is making unusual noises
3. Considering replacing the water heater as it's nearing the end of its lifespan
4. Interested in water-saving fixtures for the upcoming kitchen renovation

Goals:

1. Maintain a comfortable, functional home for her family
2. Resolve plumbing issues quickly and efficiently
3. Avoid costly repairs by addressing problems early
4. Find reliable service providers she can trust long-term

Priorities:

1. Family's comfort and safety
2. Time management (balancing work and family life)
3. Home maintenance and improvement
4. Budget-conscious spending

Concerns:

1. Unexpected plumbing emergencies disrupting daily life
2. Potential water damage to her home
3. Rising utility bills due to inefficient plumbing
4. Finding honest, reliable contractors

Pain Points:

1. Difficulty in scheduling service around her busy work/family life
2. Past experiences with unreliable or overpriced contractors
3. Stress of dealing with plumbing emergencies
4. Lack of knowledge about plumbing systems and when to seek professional help

Values:

1. Reliability and punctuality in service providers
2. Transparency in pricing and work performed
3. Professionalism and respect for her home and family
4. Quality workmanship that lasts
5. Environmental consciousness (water conservation, eco-friendly solutions)

Preferred Communication Channels:

1. Mobile-friendly websites
2. Text messages for appointments and updates
3. Social media (particularly Facebook and NextDoor)
4. Word-of-mouth recommendations from friends and neighbors

Marketing Persona for a Professional Photographer

Next, let's look at a persona of the ideal client for a wedding photographer. In this persona the AI smartly included a special section for the wedding vision. As we mentioned in our first persona guide, your industry will often have niche considerations to take into account. Knowing this information could provide valuable insights about which types of photos to highlight in the photographer's marketing.

Meet Bride-to-be Brittany Johnson

Specific Details:

1. Got engaged 6 months ago and planning a wedding for next spring
2. Active on social media, particularly Instagram and Pinterest
3. Enjoys yoga, brunch with friends, and weekend getaways
4. Shops at Anthropologie, Free People, and local boutiques
5. Listens to podcasts about relationships and personal growth
6. Watches "Say Yes to the Dress" and follows wedding inspiration accounts on Instagram
7. Has a golden retriever named Charlie
8. Enjoys craft cocktails and trying new restaurants
9. Volunteers at a local animal shelter once a month
10. Dreams of a honeymoon in Bali

Goals:

1. Plan a beautiful, Instagram-worthy wedding that reflects her and Michael's personalities
2. Create lasting memories of her special day
3. Stay within budget while still having the wedding of her dreams
4. Ensure the day runs smoothly for herself and her guests

Priorities:

1. Finding vendors who understand her vision and can execute it flawlessly
2. Capturing genuine, emotional moments of the wedding day
3. Getting high-quality, artistic photos that she can proudly display and share
4. Staying organized and on top of wedding planning tasks

Concerns:

1. Choosing the wrong photographer and regretting it after the wedding
2. Missing important moments or shots during the ceremony and reception
3. Looking awkward or unphotogenic in photos
4. Balancing her desire for extensive photo coverage with her budget

Pain Points:

1. Feeling overwhelmed by the number of wedding photographers to choose from
2. Difficulty in comparing photographers' styles and packages
3. Stress about coordinating all aspects of the wedding, including photography
4. Worry about rain or bad weather affecting outdoor photo opportunities

Values:

1. Authenticity in capturing real moments and emotions
2. Creativity and artistic vision in photography
3. Professionalism and reliability in vendors
4. Attention to detail
5. Personal connection with chosen vendors
6. Eco-consciousness (interested in photographers who use sustainable practices)

Preferred Communication Channels:

1. Instagram and Pinterest for inspiration
2. Email for detailed communications
3. Text messages for quick updates
4. Video calls for consultations and planning sessions

Wedding Vision:

• Rustic-chic theme with a touch of bohemian style
• Outdoor ceremony in a garden setting, indoor reception at a converted warehouse
• Color palette: Dusty blue, sage green, and blush pink
• 120 guests
• Emphasis on candid, journalistic-style photos along with some carefully posed shots

Marketing Persona for an Accountant

In this example, we see that the accountant is more focused on B2B, and so a small business owner is chosen for the marketing persona for an accountant. Here we find that the business is more motivated by fear of loss, and so reinforcing security and stability will be key to the accountant's marketing strategy.

Meet Small Business Owner Sam Parker

Specific Details:

1. Started his brewery after 10 years in corporate marketing
2. Married to Lisa (39, elementary school teacher) with two children: Jack (8) and Emma (6)
3. Lives in a suburban neighborhood, 20-minute drive from his brewery
4. Drives a 2018 Ford F-150 for business needs
5. Avid craft beer enthusiast and home brewer before starting his business
6. Active member of the local chamber of commerce
7. Enjoys hiking and camping with family on weekends
8. Listens to business and entrepreneurship podcasts during his commute
9. Uses QuickBooks for basic bookkeeping but struggles with more complex financial tasks
10. Plans to open a second location in the next 2 years

Goals:

1. Grow his business sustainably and open a second location
2. Improve profitability and cash flow management
3. Ensure compliance with tax laws and regulations
4. Streamline financial processes to focus more on brewing and business development
5. Secure funding for expansion plans

Priorities:

1. Accurate and timely financial reporting
2. Tax optimization and compliance
3. Cost control and efficiency in operations
4. Making informed financial decisions for business growth
5. Work-life balance to spend time with family

Concerns:

1. Missing out on potential tax deductions or credits
2. Making costly financial mistakes due to lack of expertise
3. Falling behind on tax obligations or other regulatory requirements
4. Overpaying on taxes
5. Not having clear visibility into the financial health of his business

Pain Points:

1. Spending too much time on bookkeeping and financial management
2. Difficulty in interpreting financial data to make business decisions
3. Stress during tax season and audit preparations
4. Challenges in managing payroll as the team grows
5. Uncertainty about the financial implications of opening a second location

Values:

1. Integrity and transparency in business practices
2. Quality and craftsmanship in his product
3. Supporting local community and economy
4. Environmental sustainability in brewing practices
5. Building strong, long-term relationships with suppliers and customers

Preferred Communication Channels:

1. Email for detailed communications and document sharing
2. Phone calls for quick questions or urgent matters
3. Quarterly in-person meetings for comprehensive financial reviews
4. Secure online portal for accessing financial documents and reports

Financial Challenges:

1. Managing seasonal fluctuations in cash flow
2. Navigating complex regulations in the alcohol industry
3. Balancing inventory costs with production needs
4. Understanding and optimizing the tax implications of various business decisions
5. Planning for long-term financial stability and growth

Marketing Persona for a Restaurant

In our marketing persona for a restaurant, we find that the customer is keenly focused on social media. This suggests that the restaurant owner may want to focus their marketing strategy on short form video on platforms like TikTok and Instagram. She may also want to consider partnerships with influencers who can get their food in front of people like our customer avatar.

Meet Foodie Fiona Rodriguez:

Specific Details:

1. First-generation Mexican-American, fluent in English and Spanish
2. Rents a modern apartment with Alex, walking distance to many restaurants
3. Drives a hybrid car but prefers to walk or use ride-sharing services when dining out
4. Avid food enthusiast who enjoys trying new cuisines and fusion concepts
5. Active on Instagram and TikTok, often posting about her dining experiences
6. Enjoys cooking at home but dines out 3-4 times a week
7. Practices yoga and attends spin classes regularly
8. Listens to food and culture podcasts
9. Enjoys craft cocktails and is interested in mixology
10. No children, but has a rescue cat named Mochi

Goals:

1. Discover unique dining experiences in Austin
2. Support local businesses, especially those with innovative concepts
3. Expand her palate and knowledge of different cuisines
4. Share exciting food finds with her social media followers
5. Maintain a balance between healthy eating and indulgent experiences

Priorities:

1. Quality and authenticity of food
2. Innovative flavor combinations and presentations
3. Ambiance and overall dining experience
4. Ethical and sustainable restaurant practices
5. Value for money (willing to pay more for quality, but expects it to be worth it)

Concerns:

1. Keeping up with Austin's rapidly evolving food scene
2. Finding restaurants that cater to her adventurous palate
3. Balancing her love for dining out with health and budget considerations
4. Securing reservations at popular new restaurants
5. Dietary considerations (tries to eat vegetarian a few days a week)

Pain Points:

1. Disappointment with overhyped restaurants that don't deliver on quality
2. Long wait times at popular eateries
3. Lack of variety in some restaurant menus
4. Difficulty finding dining partners as adventurous as her
5. Inconsistent experiences at some of her favorite places

Values:

1. Culinary creativity and innovation
2. Cultural diversity and fusion
3. Sustainability and ethical food sourcing
4. Supporting local businesses and chefs
5. Sharing experiences and building community through food

Preferred Communication Channels:

1. Instagram and TikTok for visual content and quick updates
2. Email for newsletters and special event invitations
3. Restaurant booking apps for reservations
4. Food blogs and review sites for in-depth information

Dining Habits:

1. Prefers to try new places during weekday dinners to avoid crowds
2. Enjoys leisurely brunches on weekends with friends
3. Often plans date nights around trying new restaurants
4. Participates in local food festivals and pop-up events
5. Follows food influencers and local chefs on social media for recommendations

Conclusion

Overall, AI does a nice job capturing the essence of a customer with the right prompting, but they all have one common flaw. They are generic. That is why we strongly recommend using AI as a starting point and not an end product.

Have fun with it and let your imagination run free. The extra brainstorming can mean the difference between marketing that treats people like a robot and marketing that recognizes people’s humanity. We’d rather be people centered. How about you?