In a recent report, Gartner identified seven technological disruptions that would have an effect on business operations until 2027. One was generative Artificial Intelligence. Artificial intelligence that “learns from existing content artefacts to produce new, realistic artefacts that reflect the qualities of the training material, but do not replicate it,” as described by Gartner, is called generative AI. Put another way, it may take very basic instructions and output completely novel stuff such as photos, movies, text, and code.
The marketing industry is only one of several that will be profoundly affected by the advent of generative AI. For example, put any combination of descriptors into OpenAI’s DALL·E 2 and AI generates realistic and/or creative visuals. The title picture of this article, “How generative AI will benefit marketing teams throughout the world,” was actually made utilising that technology by merely inputting the word. Any company now has access to a suite of creative tools that may boost productivity and innovation.
What does this mean for professionals and their job security in a world with practically infinite opportunities?
While emerging AI technologies are revolutionising marketing, they’re not fully replacing human marketers. Every artificial intelligence business I worked with at the PR agency I worked for saw computers as a tool to supplement human capabilities rather than a replacement for them. The AI’s ability to open up new possibilities was undeniable, but these activities were still better off being completed with a human’s ultimate say.
Use generative AI to unleash your imagination
Few things are more terrifying to a marketer than a blank page, and taking that initial step is frequently the most challenging. Generative artificial intelligence can help in these situations. This technology will allow users to “thrive from a tight iterative creative cycle between human and machine,” as stated in a blog post by Sequoia Capital. An early stage of any endeavour can benefit greatly from these accelerated cycles.
Software like DALL-E 2 and Stable Diffusion may quickly produce graphics from word prompts, providing a great source of inspiration for visually-driven projects. These original pieces might serve as inspiration for future artwork or as a springboard for visual artists to expand upon. Products like Jasper and Copy.ai employ generative AI to help the linguistically inclined come up with concepts for marketing copy. Additionally, Sequoia thinks that generative AI may enhance productivity and creativity in the workplace by at least 10%.
Inject fresh ideas by hacking creative minds
These technologies go far beyond simple ideation to really increase a company’s product or service range. A business may now add graphics to their content or better explain their products with video. For tiny businesses like the one I manage, this opens up exciting new possibilities. People, however, need to take precautions. Because of its immaturity, this technology requires close monitoring.
The best way to learn from AI-generated material is to use it selectively at first, especially if you are a visual artist. Marketers that are more comfortable with words might begin by making visuals to supplement an article, blog post, or press release. The trick is to ease into the use of these technologies by starting small and expanding gradually. Despite the fact that they are the ones creating the end product, users can benefit from taking it slow in the beginning by defining input methods, which in turn encourages results that are both original and consistent with the brand.
Always rapidly iterate
The work of a marketer includes developing and continually refining core brand aspects such as brand message and positioning, brand logos and colours, and more. Forrester AI/ML and data science analyst Rowan Curran suggests that time limitations are a driving factor in the rise of generative AI. “Human-produced content production will never be quick enough to fulfil the requirement for tailored content at scale,” his research states. “In the coming year, we anticipate to see at least 10% of [Fortune 500] organisations invest in AI-supported digital content creation.” Gartner, echoing Curran, forecasts that by 2025, 30 percent of corporate outbound messages would be created artificially. This paves the way for substantially quicker iterations overall.
Businesses can also have access to previously untapped content. A marketing director, for instance, might have his or her team’s writers generate AI-generated visuals, while the team’s designers applied their artistic sensibilities to content that was supported by artificial intelligence. Generative AI unlocks the potential for spontaneous explosions of completely original ideas by penetrating the brains of artists working across nontraditional mediums.
Is the marketer’s job now obsolete? It’s not quite right. Expert review is still necessary at the conclusion of a campaign to make sure all of the material is consistent with the brand’s voice and is used effectively. But there can be little doubt that these methods will eventually be totally integrated with content production driven by humans.
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