A new study by digital asset management platform, bynder has revealed the many ways the marketing industry sees AI technology enabling efficiency in day-to-day tasks, and provides insight into how the industry can continue to leverage the technology.
The deep-dive study of Bynder’s customer-base, which includes 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, the most common ways content teams are leveraging AI integrations are to automate tedious, time consuming tasks such as:
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 is also being used to minimise time spent on lengthy SEO tasks such as generating meta-descriptions and translation
“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 said.
While the technology is being embraced, marketers also raised the importance of using AI to improve the quality of content, rather than to save costs.
Another respondent said businesses should “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.”