AI and content: Bynder study reveals how the marketing industry is embracing new technologies
By Warren Daniels, CMO at Bynder
In today’s rapidly evolving digital landscape, businesses are constantly seeking innovative solutions to enhance efficiency and productivity. Artificial Intelligence (AI) has emerged as a game-changing technology across various industries, and the marketing sector is no exception. A recent study conducted by leading digital asset management platform, Bynder, sheds light on how AI is being integrated into the marketing industry and provides insights into its potential future applications.
Bynder’s comprehensive study, which encompassed marketers from renowned global brands such as Spotify, Puma, and Five Guys, discovered that more than half of the respondents (55%) are currently utilizing AI tools in their content production processes. The study reveals that AI is primarily employed to automate tedious and time-consuming tasks, offering marketers a range of benefits.
The most common applications of AI in content production include creating first drafts (54%), content optimization (43%), spelling and grammar checks (42%), as well as paraphrasing and summarisation (38%). These tasks, traditionally performed manually, can now be efficiently automated through AI, freeing up valuable time for marketers to focus on higher-value activities.
Moreover, the marketing industry has enthusiastically embraced AI for a multitude of day-to-day tasks. AI is being leveraged to generate creative ideas, draft engaging social media posts and landing page copy, create captivating headlines, develop tone of voice documents, and assist with research tasks. The study also highlights AI’s role in streamlining time-consuming Search Engine Optimisation (SEO) activities such as generating meta-descriptions and translations.
The study emphasizes that AI should be seen as a tool to enhance and streamline content production processes, rather than a replacement for human involvement. Respondents strongly emphasized the importance of utilizing AI to improve the quality of content, rather than solely focusing on cost reduction. Bynder’s study reveals that marketers envision AI as a means to personalize website content based on users’ browsing history and preferences, develop chatbots to enhance user navigation, and offer content recommendations driven by behavior analysis and sentiment evaluation. Some respondents even proposed utilizing AI to simplify content creation by generating initial drafts that can then be refined and adapted by human teams.
The integration of AI into content operations presents exciting possibilities for businesses. Respondents voiced the idea of training AI systems to understand a brand’s intended tone of voice, speaker level, and other specific attributes. Additionally, AI could be instrumental in providing recommendations, creating and updating timelines, and managing revision history automatically.
Warren Daniels, CMO at Bynder, acknowledges the industry’s progress in leveraging AI and stresses the importance of responsible implementation. He highlights that while AI can drive innovation and efficiencies, it should not replace human creativity. Instead, AI should be seen as a complementary tool, empowering marketers to focus on more creative and strategic tasks.
“At Bynder, we’ve been developing AI and automation capabilities to help marketers accelerate and maximize the value of their creative and editorial content. In today’s world, it’s vital that brands create exceptional content experiences in order to stand out, and embracing AI technologies responsibly is helping to enable this.
Daniels also emphasizes that producing high-quality content requires thorough research, a deep understanding of a brand’s key messages and tone of voice, and human empathy. AI should be harnessed in a controlled manner to augment human creativity, rather than hinder it.
“It’s vital businesses don’t look to replace human creativity with AI. AI should be embedded into existing processes and viewed as a mechanic to free up time for teams to focus on more creative tasks. Quality content must still be created with thorough research, a true understanding of a brand’s key messages, and a tone of voice with human empathy. AI should be used in a managed or controlled way to enable human creativity, not hamper it.”
Bynder’s commitment to supporting marketers in maximizing the value of their creative and editorial content is reflected in their development of AI and automation capabilities. The company recognizes the need for exceptional content experiences in today’s competitive landscape and advocates for the responsible use of AI technologies to enable this outcome.
As the marketing industry continues to embrace AI, it is crucial to strike a balance between leveraging the benefits of automation and preserving human ingenuity. By adopting AI technologies responsibly, marketers can unlock new levels of efficiency, improve content quality, and ultimately deliver enhanced experiences to their target audiences.
