ARTIFICIAL INTELLIGENCE

Study reveals how AI is being used to assist content marketers

By our News Team | 2023

Tedious and time-consuming tasks are being automated, but researchers warn that AI shouldn’t be expected to replace human creativity.

A new study by international digital asset management platform, Bynder, reveals the many ways the marketing industry sees AI technology enabling efficiency in day-to-day tasks, and provides insight into how the industry can continue to leverage the technology.

The research, which included input from marketers at major global brands such as Spotify, and Puma, found that over half (55%) of respondents currently use AI tools in content production processes.

Artificial intelligence

According to the study, the most common ways content teams are leveraging AI integrations are to automate tedious, time-consuming tasks such as:

  • Creating first drafts (54%).
  • Content optimisation (43%).
  • Spelling and grammar (42%).
  • Paraphrasing and summarisation (38%).

The industry has been quick to integrate AI into day-to-day content marketing tasks, Bynder says. These include brainstorming ideas, drafting social posts and landing page copy, creating attention-grabbing headlines, developing tone of voice documents, and research tasks. 

Its research also shows AI is also being used to minimise time spent on lengthy SEO tasks such as generating meta-descriptions and translation, with the key tasks detailed below:

  • Content re-use (30%).
  • Creating tone of voice documents (27%).
  • Content governance (25%).
  • Translation tasks (25%).

Whilst Bynder’s study shows how the industry is embracing AI, respondents called on businesses to consider how the technology can be used to ‘enhance’ and streamline content production processes further, rather than ‘replace’ them.

“Allowing an AI to learn a company’s intended tone of voice, speaker level, etc. could be valuable. From a wider perspective, having an AI make recommendations, or even create and update timelines … could be valuable,” one respondent told the researchers.

Warren Daniels, CMO at Bynder, comments: “It’s great to see how our customers, and more generally marketers, are leveraging AI to innovate and drive efficiencies.

“However, 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.”

He continues: “Quality content must still be created with thorough research, a true understanding of a brand’s key messages and tone of voice, and with human empathy. AI should be used in a managed or controlled way to enable human creativity, not hamper it.”

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