Exploring the impact of AI on content creation in the digital landscape, and what's in store for this new technology in 2024.
Carly Watson //November 9, 2023//
Exploring the impact of AI on content creation in the digital landscape, and what's in store for this new technology in 2024.
Carly Watson //November 9, 2023//
AI is undoubtedly one of the most talked about topics of 2023 and, in particular, utilising AI for digital content production has seen a rise in popularity recently, with online searches for ‘AI generated video’ increasing by 1,257% year-on-year, and ‘AI video creation’ rising by 2,500% in the same time.
It has never been so important for brands to leverage these advancements in technology and use them to support with digital content production. However, it is also crucial for brands to understand that, while AI can support content production and marketing strategies, human thought and insight is still crucial.
From ideation to personalization, the team at Bareska has revealed four ways that AI can support your digital content production as you prepare your marketing strategy for 2024.
AI can offer hundreds of ideas in just a few seconds, which may then spark further inspiration for your content production team. It can provide a starting point to help avoid a ‘blank page’ mentality where you may be struggling to come up with your very first idea.
With tools such as ChatGPT, you can input all of the requirements of your campaign and receive AI content ideas and suggestions that will meet your brief. Generative AI can also help to visualize a concept to test whether it could be feasible as digital content.
When using AI for content production as part of the ideation process, you should be aware that there are many pros, cons and risks involved, some of which include:
To create engaging, high-quality, data-led content that makes an impact, every detail needs to be given attention, which is why it will come as great news that AI can automate certain aspects of your digital content production to make it more efficient, including scriptwriting, editing and voiceovers.
AI can also automate some of the important parts of digital content production to make the content accessible to all users, for example:
Once you have successfully used AI to produce something, whether that be a caption or a type of edit, it can generally replicate that task accurately over and over again which means you can save time on future content production.
Automating certain elements of your content production also enables time at the end of production for manual quality checking and ensures consistency across all your content, which can strengthen your brand identity and have more of an impact on consumers.
AI has access to immense amounts of data and can be used to gather information before creating content — this may inform the direction of your content, the angle or even the location if you are shooting a video.
AI can also analyze audience data and gather insights so that you can create content tailored to your audience’s interests and engagement habits. This can have many benefits for your content, including:
When utilizing AI to analyze data, you should keep in mind that all AI platforms are open source which means you need to be mindful of security, and sensitive data that you input.
Brands are using AI, but not always to its full potential. That being said, one of the biggest ways AI can support your digital content production is by positioning you as an innovator and pioneer in your industry.
You can take a simple, basic idea and use AI to generate original, fun and out-of-the-box concepts. Ultimately, AI can support your digital content to stand out from your competitors through personalization, data and quality assurance. While AI won’t and can’t replace human insight, it can complement and elevate it.
Carly Watson is the Managing Partner at Bareska, a content solutions provider that specializes in creating immersive brand and digital experiences. With two decades of experience working in Branded Content, Carly has a passion for innovation and a commitment to pushing the boundaries of creativity to deliver projects that align with client’s brand and communication strategies.