Editorial
The Gist
- Generative AI streamlines campaigns. AI in marketing revolutionizes the traditional campaign process, allowing for real-time content creation, faster results, and the ability to adapt and optimize campaigns on-the-fly without starting from scratch.
- Combatting creative burnout with AI. Generative AI alleviates the pressures of the creative process, reducing burnout and enhancing work/life balance for creative teams, while ensuring more effective and efficient content delivery.
- Enhanced audience engagement through AI. Generative AI tools enable marketers to simulate and refine customer personas, ensuring more targeted and impactful messaging, and achieving the ultimate goal of delivering the right message at the right time to the right audience.
Navigating the campaign process has always been a maze of fragmentation, bureaucracy and intricate steps. I remember being in an organization where the campaign procedure spanned a whopping 16 pages from start to finish. Depending on the size and charter of your marketing organization, this varies.
But now generative AI in marketing is changing all of that.
Generative AI in Marketing: Streamlining Creative Campaigns
If we break it down to a foundational process that comes close to capturing the gist: start by briefing the creative team, go through several rounds of stakeholder reviews and approvals, and then integrate the creative elements into the necessary distribution channels and platforms. Depending on the level of advancement within an organization and how connected its systems are, it could take weeks — or even months — to see the results. And that's under the best circumstances, assuming everything went off without a hitch.
Fixing Campaigns On-the-Fly
After all that, what if there was an error or issue with the creative while it was in flight? What if the strategy changed? You’d have to stop the campaign, take down and fix the creative, and re-start the process. When you’re fighting every day for your audience’s attention, such as prospects and customers, this kind of delay could mean the difference between engaging with them at the right moment in time, or losing them to a competitor.
AI-Powered In-Flight Campaign Edits
But what if, you didn’t have to pull down the creative and launch it as is from the beginning of the process? What if you could quickly fix errors or identify underperforming content or even calibrate your audience while in-flight? Imagine the benefits of being able to intelligently make changes throughout the process for optimal results? With generative AI in marketing, that’s now possible.
Related Article: A Game Plan for Generative AI in Customer Experience & Marketing
Combatting Creative Team Burnout
As a former leader of a creative team, I can tell you that these arduous processes lead to creative burnout and friction between hands-on-keyboard employees and marketing leadership; ultimately the creatives suffer. Data validates this: a study on The Future of Creative Work released at Cannes Lions Festival of Creativity in 2022 by TWBA\Worldwide reveals, “Compared with the general employee benchmark, creative talent are significantly less likely to be satisfied with their work/life balance (55%, compared to a 64% global benchmark), and more likely to feel burned out.”
Embracing AI in Creative Work
Generative AI has many within the creative services space on edge, waiting to see what jobs it will potentially make obsolete. But this isn’t time to fear the technology. If anything, generative AI in marketing has the potential to work alongside humans to help make the creative and launch process easier and more effective. When used correctly, this technology can shorten the number of steps to push content live, deliver results faster and more frequently, and give marketers the capability to find the right customers and prospects more accurately for their messaging.
If anything, we should be embracing generative AI in marketing as it has the ability to streamline and solve for frustrations in the creative process that doesn’t work for many of us.
Related Article: Staying Human While Using Generative AI Tools for Content Marketing
AI Revolutionizes Content Impact
Generative AI is a game-changer for everyday content creation. Of course, it helps us generate content in real time to help us scale. But it also can accelerate our ability to understand if the content is making an impact on its intended audience because we can automate the measurement process. And if the artificial intelligence is adaptive, that means it can learn from the data it senses through interactions and continues to learn as more data comes in. This enables the AI to read customer context which is critical to identifying elements in the creative that are or aren’t making an impact like tone and copy length. If the AI is enabled by users to swap content according to a customer’s context, that drastically reduces the time to pivot messaging and ultimately has a much more impactful result.
Generative AI in Marketing Shapes Audience Engagement
Another benefit to using generative AI in marketing during the creative process is that it enables users to simulate customer personas or audiences before deploying them into production. Instead of static, segment-based audiences, generative AI can help generate audiences based on existing customer data and eliminate or include personas that have the highest chance of engaging in the channel.
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Final Thoughts on Generative AI in Marketing
Technology alone is never a magic salve. A partnership between humans and technology is required to solve the complex problems that many marketing organizations face. But it can get us closer to our goal.
The Holy Grail for marketers is serving the right message, at the right time, to the right person in the right channel. Using generative AI in marketing gets us closer than we ever thought possible.
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