A latest study by digital asset management platform, Bynder, has revealed the various ways the marketing industry sees AI technology enabling efficiency in day-to-day tasks, and provides insight into how the industry can proceed to leverage the technology.
The deep-dive study of Bynder’s customer-base, which incorporates marketers at major global brands including Spotify, Puma and Five Guys, found over half (55%) of respondents currently use AI tools in content production processes.
According to the study, essentially the most common ways content teams are leveraging AI integrations are to automate tedious, time consuming tasks equivalent to:
- Creating first drafts (54%)
- Content optimisation (43%)
- Spelling and grammar (42%)
- Paraphrasing and summarisation (38%)
The industry has been quick to integrate AI into day-to-day tasks including; brainstorming ideas, drafting social posts and landing page copy, creating attention-grabbing headlines, developing tone of voice documents and research tasks. The study shows AI can be getting used to minimise time spent on lengthy website positioning tasks equivalent to generating meta-descriptions and translation, with the important thing tasks detailed below:
- Content re-use (30%)
- Creating tone of voice documents (27%)
- Content governance (25%)
- Translation tasks (25%)
How can AI proceed to be leveraged in content operations?
Whilst Bynder’s study shows how the industry is embracing AI, respondents called on businesses to think about how the technology may be used to ‘enhance’ and streamline content production processes further, quite than ‘replace’ them.
When asked how AI may be used so as to add much more value to content operations, respondents suggested it may very well be used to personalise website content in keeping with a person’s browsing history and preferences, to create chatbots to assist users higher navigate through a site, and supply content recommendations based on user behavior and sentiment evaluation. Other respondents suggested it may very well be used to simplify content and likewise to generate rough first drafts which may then be adapted by human teams.
“Allowing an AI to learn an organization’s intended tone of voice, speaker level, etc. may very well be worthwhile. From a wider perspective, having an AI make recommendations, and even create and update timelines, revision history routinely may very well be worthwhile,” one respondent said.
While the technology is being embraced, marketers also raised the importance of using AI to enhance the standard of content, quite than to avoid wasting costs.
Another respondent said businesses should “complacently adopt and depend on AI when it’s the mix of people’s experience and expertise in tandem with AI, that’s the optimal mix.”
Warren Daniels, CMO at Bynder, said: “It’s great to see how our customers, and more generally marketers are leveraging AI to innovate and drive efficiencies.
“At Bynder, we’ve been developing AI and automation capabilities to assist marketers speed up and maximise the worth of their creative and editorial content. In today’s world, it’s vital that brands create exceptional content experiences in order to face out, and embracing AI technologies responsibly helps to enable this.
“However, it’s vital businesses don’t look to interchange human creativity with AI. AI ought to be embedded into existing processes and viewed as a mechanic to unencumber time for teams to deal with more creative tasks. Quality content must still be created with thorough research, a real understanding of a brand’s key messages and tone of voice and with human empathy. AI ought to be used in a managed or controlled method to enable human creativity, not hamper it.”
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