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  • A paradigm shift: More than half of marketers are currently riding the AI wave for content creation. Mind-boggling.

A paradigm shift: More than half of marketers are currently riding the AI wave for content creation. Mind-boggling.

Empowering Content Creation: Unleashing AI's Potential while Emphasizing Human Creativity in Marketing Strategies

I recently came across a fascinating study conducted by Bynder, the digital asset management platform. This study delves into the various ways the marketing industry is harnessing the power of AI to streamline day-to-day tasks, offering valuable insights into how the industry can further capitalize on this technology.

Bynder's study offers a deep dive into their impressive customer base, including renowned global brands like Spotify, Puma, and Five Guys. Surprisingly, over half of the respondents (that's 55%) revealed that they are already utilizing AI tools in their content production processes.

According to this study, content teams are leveraging AI integrations to automate laborious and time-consuming tasks. This includes activities like:

  • Creating first drafts (54%)

  • Content optimisation (43%)

  • Spelling and grammar (42%)

  • Paraphrasing and summarization (38%)

The industry has swiftly embraced the power of AI to streamline daily tasks such as brainstorming ideas, crafting social posts and landing page copy, conjuring attention-grabbing headlines, refining tone-of-voice documents, and conducting research. This study highlights AI's ability to reduce the time devoted to extensive SEO tasks like generating meta-descriptions and translations. Let's delve into the key tasks outlined below.

  • Content re-use (30%)

  • Creating tone-of-voice documents (27%)

  • Content governance (25%)

  • Translation tasks (25%)

How can we keep harnessing the power of AI to revolutionize content operations? Let's dive in and explore the endless possibilities of AI in shaping the future of content.

Bynder's study highlights how the industry is really getting on board with AI. Respondents emphasized the need for businesses to leverage this technology to enhance and streamline content production processes rather than replace them altogether.

When asked about AI's potential for adding even greater value to content operations, respondents suggested personalized website content based on individual browsing history and preferences, chatbots to improve site navigation, and content recommendations based on user behavior and sentiment analysis. Some even proposed using AI to simplify content and generate rough first drafts that human teams could refine.

One respondent mentioned the value of allowing AI to learn a company's tone of voice, speaker style, and more. From a broader perspective, having AI make recommendations, create and update timelines, and manage revision history automatically could be a major boon.

While embracing AI, marketers also emphasized using it to enhance content quality rather than solely focusing on cost savings. As one respondent put it, businesses should not complacently adopt and rely on AI alone. The optimal blend comes from combining people's experience and expertise with AI.

Warren Daniels, CMO at Bynder, remarked on the exciting ways customers and marketers are leveraging AI to drive innovation and efficiency. At Bynder, they've been developing AI and automation capabilities to help marketers accelerate and maximize the value of their creative and editorial content. In today's competitive landscape, exceptional content experiences are crucial to standing out, and responsible AI implementation is instrumental in enabling this goal.

“However, it’s vital businesses don’t look to replace human creativity with AI. AI should be embedded into existing processes and viewed as a mechanic to free up time for teams to focus on more creative tasks. Quality content must still be created with thorough research, a true understanding of a brand’s key messages and tone of voice and with human empathy. AI should be used in a managed or controlled way to enable human creativity, not hamper it.”