What Do Agencies Think of Generative AI?
An incredible wave of productivity changes in the corporate world have been driven by the recent introduction of generative AI. This technology’s ability to draw upon a huge storage of information to produce content in a matter of seconds will streamline a lot of production processes in the near future. This shift will be visible in the marketing industry as well, particularly in the realm of content creation. Generative AI is very equipped to help with this, as it has the ability to create text, images, and videos.
Marketing experts have differing opinions on what exactly to expect, but all agree that the change will be massive.
Some analysts envision a future where artificial intelligence would accelerate content development across the marketing landscape. A simple input of a brand's vision, personality, and goals can cause thousands of content pieces to be produced. But companies must be careful not to over rely on the abilities of generative AI. Even while the AI can produce a lot of content, some of it may not be useful since it lacks the proper brand identity. Human reviewers are prepared to play a crucial role in sifting through the AI-generated content to identify the most valuable outputs in line with the company’s vision.
Some experts support generative AI having a more defined place in the content creation process. Its capabilities have been explained to give human content creators an "advanced starting point" in the process. With this perspective in mind, AI is positioned as a tool for idea generation, where it establishes the conceptual framework. Then, human marketers use their judgment to choose and polish concepts, giving them their distinct creative flair. This approach acts as a defense against AI-driven flaws like depersonalization, information errors, and a general lack of creativity.
Notably, the growing incorporation of generative AI will significantly benefit smaller businesses. A democratization of marketing effectiveness is on the horizon, relieving businesses of the need to spend enormous sums of money on marketing initiatives. However, there is a catch: there will be a requirement for more personalized content. Generative AI systems may unintentionally produce similar content for many businesses. Businesses are recommended to carefully employ AI for jobs well-suited to automation, such as Instagram captions and personalized emails, in order to capitalize on its promise without eroding their corporate identity. The majority of the tasks that require the human touch will remain with the human employees.
See more thought leadership in the following Peer Interviews: Generative AI for Agencies eBook here.
