New study reveals more than 50% of marketers are using AI to boost content creation

A comprehensive study conducted by Bynder, a leading digital asset management platform, sheds light on the numerous ways the marketing industry is leveraging AI technology to enhance efficiency in day-to-day tasks and explores the potential for further advancements in this domain.

The study, which delved deep into Bynder’s customer base, comprising prominent global brands such as Spotify, Puma, and Five Guys, revealed that more than half (55 per cent) of respondents are currently employing AI tools in their content production processes. These AI integrations are primarily focused on automating repetitive and time-consuming tasks, including generating initial draughts (54 per cent), content optimisation (43 per cent), and ensuring correct spelling and grammar (42 per cent), among others.

The marketing industry has been quick to integrate AI into various daily operations, encompassing brainstorming ideas, drafting engaging social media posts and landing page copy, crafting attention-grabbing headlines, establishing tone of voice guidelines, and conducting research tasks. Additionally, AI has proven valuable in reducing the time spent on laborious SEO activities such as generating meta-descriptions and translations. The most common tasks involving AI in this regard include content re-use (30 per cent), creating tone of voice guidelines (27 per cent), content governance (25 per cent), and translation tasks (25 per cent).

Looking forward, the study’s respondents emphasised the need for businesses to consider how AI technology can enhance and streamline content production processes rather than simply replacing human input. To add even more value to content operations, the potential applications of AI suggested by respondents include personalising website content based on individual browsing history and preferences, developing chatbots to improve user navigation, and providing content recommendations derived from user behavior and sentiment analysis. Moreover, AI could simplify content creation by generating initial drafts that can later be refined by human teams.

Respondents noted that training AI to comprehend a company’s intended tone of voice and speaker style could be beneficial. Furthermore, having AI make recommendations or automatically create and update timelines and revision histories could be advantageous from a broader perspective.

However, while embracing AI technology, marketers emphasised that its primary purpose should be to improve the quality of content rather than solely focus on cost-cutting measures. They stressed the importance of striking the right balance between human expertise and AI capabilities to achieve optimal results.

Warren Daniels, the CMO of Bynder, expressed satisfaction with how customers and marketers are leveraging AI to drive innovation and efficiency. At Bynder, the focus has been on developing AI and automation capabilities to empower marketers to maximise the value of their creative and editorial content. He emphasised that in today’s competitive landscape, creating exceptional content experiences is crucial for standing out, and responsible adoption of AI technology plays a pivotal role in enabling this.

However, Daniels cautioned against replacing human creativity with AI. Instead, he advocated for integrating AI into existing processes in a way that frees up time for teams to concentrate on more creative endeavours. The creation of high-quality content demands thorough research, a genuine understanding of a brand’s core messages and tone of voice, and a touch of human empathy. AI should be harnessed in a managed or controlled manner to complement human creativity rather than hinder it.

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