How AI-Powered Content Production Will Transform Digital Creation in 2024

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.

READ: AI Content and Human-Generated Copy — A Winning Combination for Social Media Marketing

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.

1. AI enhances the content ideation process

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:

• Pros: ChatGPT is a democratized software, which means it’s a free tool. You can receive immediate results and long-form text in seconds. AI can also reduce costs, improve ROI and improve customer experience.
• Cons: Generative AI is not always accurate, and it’s prone to technical errors and ‘hallucinations.’ Also, if the training data is biased, the output can be flawed.
• Risks: There are data security risks with ChatGPT, because the program has access to all the data you input into the free version. Research done by Cyberhaven, a data security company, found that 11% of data that employees paste into ChatGPT is confidential and 4% of employees have pasted sensitive data into it at least once.

READ: AI in Journalism — Transforming News Reporting and Storytelling (For Better or For Worse)

2. AI can automate elements of digital content production

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:

• Automatically producing captions.
• Translating content.
• Adding transcripts.

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.

3. AI enables you to create personalized, data-led content

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:

• Increased conversion rates.
• Brand loyalty.
• Increased trust between you and your consumers.
• Better understanding of your target market.

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. 

READ: AI Revolution — Unveiling the Transformative Power and Unforeseen Consequences

4. Utilise AI for innovation and stand out from your competitors

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.