The Future of AI in Marketing & Media
Content Creating As We Know It
Artificial intelligence (AI) will forever change the way we as marketers, entrepreneurs, business owners, and artists will connect with our clients. Whether or not you may choose to adopt AI tools into your practice, they will inevitably change the nature of these industries. Everything from film, media and copywriting, to customer service; all creative and tech-related businesses are beginning to grasp the changes that AI-generated content is having on their work processes.
With a click of a button, AI tools can generate a full-length cited article for your pressing work deadline, or have it draw up a new logo for your start-up freelance business or graphic design clients. By feeding AI basic prompts about the context and tone of whatever written or visual information you may need, it has the capability to be a powerful tool for generating content.
…Enter AI
AI is a recently widespread branch of computer science that uses machines to perform tasks that typically require human intelligence such as visual perception, speech recognition, decision making, and language understanding.1 Currently AI requires data from the right human input to perform best.
Over the past year, the implementation of this technology has taken over. This is largely due to the rapid developments in its ability to learn and source information. Many of us are still trying to grasp the ethical implications of these technologies, as its ability to pick up on emotion and tone can be unsettling.
So what is available right now? The most recent tool that’s gained a lot of attention is the infamous chat bot and content generator, ChatGPT. Other recently developed writing AI tools include Copymatic, Jasper, Sudowrite, Writesonic, and Mid Journey. Some of these tools allow for the capability to write and edit full length written content, including essays and stories that can adapt to the writer’s tone of voice and can be fully cited.
Other visual and artistic AI tools include Midjourney, Adobe Firefly, and Leonardo AI. Some of these have remarkable capabilities to create detailed digital art pieces, branding graphics, and surreal gaming landscapes.
What Does It Mean For Creatives?
For creatives, it may mean the value of their work changes as digital content becomes more accessible. It also creates further challenges with copywriting infringement and censorship, as it’s constantly pulling from a database of online sources, which may or may not be accurately credited.
AI has especially fueled the current Writer’s Guild Strike, going on for over a month in the United States right now. Hollywood writers have walked off the job asking for higher compensation for their creative services. Other factors have played into this though, with the changing of media consumption from younger generations and the shift to more accessible entertainment such as streaming services and platforms like TikTok, and away from traditional Hollywood entertainment.
For these content creators, there is more pressure for noteworthy, original content that is able to connect with audiences on a deeper level. There are also inherent biases with many creatives romanticizing their own work and wanting to believe that original content is something that is strictly emotionally driven. With this in mind, perhaps the widespread use of AI tools will further enhance the value of creativity and human experience, rather than replace our roles
What Does It Mean For Businesses And Their Marketing Strategy?
For business owners, it may mean reconsidering their client basis and how markets are shifting their buying habits. Since these tools have become so quickly widespread and ubiquitous with other media-creation technologies, these AI tools aren’t going anywhere anytime soon. It’s also hard to know what these tools will change within the year, let alone 5 or 10 years. Businesses will have to adopt, and not be afraid of testing its capabilities before being too quick to shut down the idea of competing with these AI tools.
As marketers, we’re starting to test the capabilities of these tools and figure out what it means for our processes, rather than immediately squashing the potential “competition”. From our perspective, we still get to be in the driver’s seat calling the shots about what a brand’s voice, tone, and strategic goals ought to be. No one quite understands the goals of a business better than its team and their potential partners.
The Future Of Content
As marketers, we’re no stranger to the idea of change. We’re excited about the potential of these AI tools to create more engaging experiences for our clients. Particularly since the performance of these tools still weighs largely on its human input.
There are also limitations to its uses, particularly when it comes to information bias, as AI is currently only capable of pulling information and sources that are available from digital means.
More evidently, there’s also its lack of ability to fully understand the full spectrum of human emotion. For copywriting and design simulation, AI has proven to be a useful tool, but perhaps our role as content creators will shift into ones that are closer to that of a “curators” or “editors”.
Entering The Era Of Human Experience
We firmly believe that the human factor of successful brands will become ever more apparent. With so much information readily available at our fingertips, many believe that these tools have already started to dilute the quality of content out there. And better yet, in this age of information overload, many are finding their media consumption (and even production) overwhelming to keep up with. This is why we continue to push brands to find ways to better connect with their clients. Whether that’s finding them through new platforms, events, promotions, and just generally better understanding their buying habits.
For some businesses this also might mean fully reevaluating their goals and overall marketing strategies. A customer’s buying habits are always changing, and it might be difficult to identify the exact cause of a drastic change. As marketers we’re here to help you find ways to better connect with your customer basis, and continue to build relationships with them. Even with more powerful data analysis tools like AI, we have a hard time believing this will change.
If you still have questions about marketing and AI, we’d love to answer any questions you may have. Let’s talk about your project!
Read some of our other blogs for information about our services:
- Branding Tips For Your Business
- “When is a Rose Not a Rose?”
- The Power Of Content
- How Blogs Optimize Your SEO Strategy
Sources
Pittaluga, Matteo. (Feb, 2023). Will Artificial Intelligence Change the World of Digital Marketing Forever? Retrieved June 12, 2023, from: https://www.forbes.com/sites/forbesbusinesscouncil/2023/02/08/will-artificial-intelligence-change-the-world-of-digital-marketing-forever/?sh=aa9a0b430ef1