Study Reveals 55% of Marketers Utilize AI
A recent study conducted by digital asset management platform Bynder has shed light on the significant role of AI technology in enabling efficiency in day-to-day marketing tasks. The study, which focused on Bynder's customer base consisting of renowned global brands like Spotify, Puma, and Five Guys, discovered that over half (55%) of the respondents currently employ AI tools in their content production processes.
AI Applications in Content Production:
According to the study, content teams are using AI integrations to automate time-consuming and repetitive tasks. The most common applications of AI in content production include:
Creating first drafts (54%)
Content optimization (43%)
Spelling and grammar (42%)
Paraphrasing and summarization (38%)
Furthermore, AI is being integrated into other daily tasks such as brainstorming ideas, drafting social media posts and landing page copy, generating attention-grabbing headlines, developing tone of voice documents, and conducting research. The study also reveals that AI is employed to reduce the time spent on lengthy SEO tasks such as generating meta-descriptions and translation. The key tasks where AI is utilized include:
Content re-use (30%)
Creating tone of voice documents (27%)
Content governance (25%)
Translation tasks (25%)
Leveraging AI for Enhanced Content Operations:
While the study demonstrates the industry's embrace of AI, respondents emphasize the need for businesses to consider how AI can enhance and streamline content production processes rather than replacing them entirely. When asked about adding more value to content operations through AI, respondents suggested several possibilities, including personalizing website content based on individual browsing history and preferences, creating chatbots to improve user navigation, and offering content recommendations based on user behavior and sentiment analysis. Some respondents also mentioned the potential of AI to simplify content creation and generate initial drafts that can be refined by human teams.
Maintaining Quality and Human Creativity:
While AI adoption is encouraged, marketers stress the importance of utilizing AI to improve content quality rather than solely focusing on cost-saving measures. They emphasize the value of combining AI with human experience and expertise to achieve optimal results. By allowing AI to learn a company's intended tone of voice and providing recommendations or automating timeline creation and revision history, AI can be a valuable asset in content operations while still preserving human creativity.
Warren Daniels, CMO at Bynder, emphasizes the responsible use of AI as a means to accelerate and maximize the value of creative and editorial content. He highlights the need for AI to be integrated into existing processes to free up time for teams to focus on more creative tasks. Daniels asserts that while AI plays a crucial role, quality content creation requires thorough research, a deep understanding of brand messaging and tone of voice, and human empathy. AI should be viewed as a tool that enhances human creativity rather than hindering it.
The study's findings demonstrate that a significant percentage of marketers are leveraging AI in content production processes. By automating repetitive tasks and streamlining operations, AI technology brings efficiency and enables marketers to focus on more creative endeavors. However, it is crucial to use AI responsibly and in conjunction with human expertise to maintain the quality and effectiveness of content. The optimal approach is to integrate AI into existing workflows to empower teams and maximize the value of their efforts. With a balanced combination of AI and human creativity, brands can create exceptional content experiences that stand out in today's competitive landscape.