A brand new examine by digital asset administration platform, Bynder, has revealed the various methods the advertising and marketing business sees AI expertise enabling effectivity in day-to-day duties, and gives perception into how the business can proceed to leverage the expertise.
The deep-dive examine of Bynder’s customer-base, which incorporates entrepreneurs at main world manufacturers together with Spotify, Puma and 5 Guys, discovered over half (55%) of respondents presently use AI instruments in content material manufacturing processes.
In keeping with the examine, the most typical methods content material groups are leveraging AI integrations are to automate tedious, time consuming duties resembling:
- Creating first drafts (54%)
- Content material optimisation (43%)
- Spelling and grammar (42%)
- Paraphrasing and summarisation (38%)
The business has been fast to combine AI into day-to-day duties together with; brainstorming concepts, drafting social posts and touchdown web page copy, creating attention-grabbing headlines, growing tone of voice paperwork and analysis duties. The examine exhibits AI can also be getting used to minimise time spent on prolonged web optimization duties resembling producing meta-descriptions and translation, with the important thing duties detailed beneath:
- Content material re-use (30%)
- Creating tone of voice paperwork (27%)
- Content material governance (25%)
- Translation duties (25%)
How can AI proceed to be leveraged in content material operations?
While Bynder’s examine exhibits how the business is embracing AI, respondents referred to as on companies to think about how the expertise can be utilized to ‘enhance’ and streamline content material manufacturing processes additional, relatively than ‘replace’ them.
When requested how AI can be utilized so as to add much more worth to content material operations, respondents instructed it might be used to personalise web site content material in accordance with a person’s searching historical past and preferences, to create chatbots to assist customers higher navigate by means of a website, and supply content material suggestions primarily based on consumer habits and sentiment evaluation. Different respondents instructed it might be used to simplify content material and likewise to generate tough first drafts which may then be tailored by human groups.
“Allowing an AI to learn a company’s intended tone of voice, speaker level, etc. could be valuable. From a wider perspective, having an AI make recommendations, or even create and update timelines, revision history automatically could be valuable,” one respondent mentioned.
Whereas the expertise is being embraced, entrepreneurs additionally raised the significance of utilizing AI to enhance the standard of content material, relatively than to save lots of prices.
One other respondent mentioned companies ought to “complacently adopt and rely on AI when it’s the combination of people’s experience and expertise in tandem with AI, that’s the optimal blend.”
Warren Daniels, CMO at Bynder, mentioned: “It’s nice to see how our clients, and extra usually entrepreneurs are leveraging AI to innovate and drive efficiencies.
“At Bynder, we’ve been growing AI and automation capabilities to assist entrepreneurs speed up and maximise the worth of their artistic and editorial content material. In immediately’s world, it’s important that manufacturers create distinctive content material experiences as a way to stand out, and embracing AI applied sciences responsibly helps to allow this.
“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.”
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