Everyone’s an artist with AI

Everyone’s an artist with AI. Generative AI, the use of machine learning to create digital content with little human intervention will continue to trend in 2023. It is entering mainstream business operations, providing innovative new ways for brands to deploy creative, cost-effective, and personalized content at scale. Up to half of marketers are using AI in some way already. Other businesses such as Nestle, PepsiCo and Unilever are finding applications for the technology in marketing and content production. AI-generated imagery, text, audio and videos are beginning to show up in branded content, services and campaigns.

This trend originates from the report:

Wavemaker UK - Growth Trends 2035

Generative AI is revolutionizing content creation, offering cost-effective and efficient ways to generate digital content such as text, video, audio, and imagery. The technology is entering mainstream business operations, with tech giants like Google and Meta introducing AI programs that support text-to-video and video generation. By 2025, it's estimated that 10% of all data produced and 30% of all outbound marketing messages from large brands will be generated by AI.

Generative AI is already showing its potential for hyper-personalization, allowing brands to dynamically match limitless versions and formats of AI-generated content with data and targeting signals, delivering cost-effective, highly personalized, and optimized messaging to every unique individual. This technology is changing the advertising landscape, providing opportunities for brands to create impactful content and frictionless customer experiences. As with all AI, there are risks and responsibilities to consider.

Brands must determine their brand persona and voice profile and remain conscious of the potential for bias in the data used to train AI models. Transparency from brands is key to avoid perpetuating existing harms associated with unrealistic images of our bodies. Nonetheless, Generative AI is already offering significant time and cost savings for brands and agencies and is expected to continue to drive creativity and efficiency in the future.