In the world of marketing and branding, content creation and design are crucial to differentiate brands and attract consumers. We have been talking about a content explosion for quite some time. Traditionally, these processes took a lot of time and resources, but the emergence of artificial intelligence can provide significant efficiencies. In this blog, we talk about how AI tools can be used to optimise content creation and design with a focus on increasing efficiency.
Automation for efficiency
One of the main benefits of AI in marketing departments is the ability to automate tasks that previously required a lot of time and effort. AI-powered tools such as text generation, image recognition and video editors are deployed to produce high-quality content quickly and efficiently.
In the field of design, AI offers several opportunities to improve creative processes. For example, AI tools can be used to automatically apply image recognition and tag images, simplifying searches in asset management systems. In addition, AI-driven tools are used to quickly generate professional graphics, such as logos, banners, and infographics. This allows marketers with limited design knowledge to create high-quality visuals and ensure brand consistency. Both Canva and Adobe, have now integrated AI functionalities into their tools to support users in content creation and design.
Some examples of how they are currently deploying AI:
- Canva uses AI to generate design suggestions based on the content and layout of the design. This feature helps you by automatically suggesting colours, fonts and elements that go well together. Using AI, you can automatically remove the background from images in Canva, a feature that – in our opinion – works amazingly well.
- But Adobe has also been using Adobe Sensei for several years now, integrating AI functionalities into their software such as automatic object selection, smart retouching, automatic adjustment of images based on content and intelligent filling of missing parts.
By integrating AI functionalities into their tools, both Canva and Adobe aim to streamline the design process, save time, and help users create engaging and professional content. These AI features increase the efficiency and creative capabilities of marketers and designers when developing marketing materials.
Combining human creativity and AI
While AI can increase efficiency in content creation and design, it is also important to properly train and engage employees in this process. By training employees to use tools and making them aware of the possibilities, brand owners can get the best out of their teams. For example, AI tools can generate ideas, provide feedback on designs and make suggestions for improvement. By combining human creativity with the power of AI, marketing departments can maximise the quality and efficiency of their work.
The rise of AI has a significant impact on content creation and design in marketing departments of brand owners. By investing in automation and employee training, brand owners can make a lot of efficiency gains while maintaining or even scaling up the quality and personalisation of their content. This allows marketers to create content more effectively. We believe the future of content creation and design in marketing will be characterised by the symbiosis of human creativity and AI support.
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