Artificial intelligence (AI) is demonstrating practical application across a wide variety of industries and use cases. AI is being put to work everywhere from fraud detection in financial organizations to insurance underwriting to precision medicine.
Marketing is no exception. Generative AI is a powerful tool for marketers, who may use tools like ChatGPT to quickly generate large volumes of copy, Surfer to generate SEO content and Adobe Firefly or DALL-E to generate custom images. According to a recent Adobe survey of over 2,500 creative professionals across multiple countries, 83 percent reported using generative AI tools in their work.
When these generative AI tools first became available, there was some initial trepidation among many creatives that these might be the proverbial robots coming to take their jobs. However, over the course of the last year or so, many creatives have embraced generative AI for its ability to augment their creative process and output.
Here are a few interesting stats from the Adobe survey to illustrate the point:
- 66 percent of creative pros who use gen AI tools say they’re making better content
- 58 percent said they’ve increased the quantity of content they create
- 69 percent believe gen AI will provide new ways to express their creativity
While gen AI will no doubt continue to grow in popularity, it’s important that we continue to think of it as a tool in a marketer’s toolbox—not a shortcut or a way to remove the need for creative professionals.
To truly harness the power of generative AI, we must continue to rely on designers, writers, editors, strategists, developers and other professionals to take the raw output of AI tools and shape them into meaningful, relevant, and powerful marketing deliverables.
When used correctly, gen AI tools can provide a creative jumping-off point, synthesize vast amounts of research, reduce manual production tasks, and enable next-level personalization—giving creative professionals the time, space, and inspiration they need to do their best work.
Need some help wrangling your AI tools and increasing the quantity and quality of your creative efforts? Contact the Monster Design team today and let us put our expertise to work on your brand.