If you've ever spoken to a marketeer, there's a pretty good chance you've heard the term 'persona'. Because in our world, personas are invaluable. But what exactly are they, how are they used, and how do we work with AI to breathe even more life into them? We'll tell you in a minute in this snack. Ready? Set? Go!

First things first, what are personas?

Personas, often called buyer personas are imaginary people who represent the main characteristics and interests of your potential customers. They are created using information and research about the potential target group who could use your product or service. Ultimately, a complete character sketch is created, in which we have incorporated as much information as possible.

Why are personas important?

Personas help us to better understand the target group and, even more importantly, to communicate with them effectively. We use them to empathise with the needs and preferences of your target group, in order to create targeted and relevant messages. They also give us tools and inspiration when developing content. So, all in all they're great company!

How does AI help us refine our personas?

At GI we increasingly make use of AI, as we believe that the combination of people and technology produces very powerful results. We also have a handy AI tool for our personas: Character. When we fill in all the information we have about a specific target group, Character brings it to life. We can ask questions to any type of persona (which also gets its own name) and Character will think along with us. In this way we refine our personas a little further and they help us determine relevant topics, hooks, triggers and call to actions (CTAs).

For example, we recently asked Anja from a well-known camping brand whether she would be happy about giving her camping solutions for her dog. She got very excited! ;-)