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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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.