Generative and agentic AI-tools are already used quite extensively, although often without a harmonised approach. As a result, the benefits tend to remain somewhat superficial: facilitating individual work efforts and possibly slightly increasing efficiency.
To realise the wider benefits promised by AI, you will need to reassess your operating practices and policies more broadly, at least at a unit level, or ideally across the entire organisation.
Many are wondering how to make existing processes more efficient through automation while it will be much more productive to completely redesign the processes so that AI is more deeply integrated into the whole process. Marketing offers a good example.
In recent years, a wide range of smart AI-based functionalities have been added to numerous marketing tools such as publishing platforms, marketing automation systems and social media management solutions.
Few marketing departments are able to exploit the full potential of these tools. The reasons can be numerous: either the operating model has not been redesigned to support this, data is scattered across different systems, or campaign planning is siloed, product-driven or otherwise outdated.
Few people pause to consider what could be achieved if the entire organisation's sales and customer data was used together with the AI functionalities in existing off-the-shelf tools, for example, to select target audiences, to run targeted campaigns or personalise the content.
Innovation is, of course, always demanding – particularly when resources are limited and skills or understanding are still developing. (Just to remind you: support is available from us at Avalon, for example).
Like the examples mentioned earlier about using generative AI tools for work in general, many in marketing have begun to use AI to help with ideation as well as the production of text, images and video. However, experiments carried out by a single marketing designer, copywriter or art director rarely lead to major changes. The marginal gains in efficiency are offset by the extra work required to learn how to use the new tools.
To achieve significantly more benefits, a broader, more holistic change in approach is needed. A good example of this is Google's recent development of an AI-based workspace, Google AI Workspace, a combination of marketing content creation tools. The idea is to combine different generative media tools and workflows to produce image, video, music, audio, voice and text content in a consistent way.
Taking advantage of Google's AI tools and workspace , we have developed an AI-based "Art Direction Engine". Our product allows us to create brand-specific presentations for our clients, as well as image and video materials for their marketing campaigns, in a much more efficient and versatile way.
The core of our solution is that we feed the parameters of the company's brand image and tone of voice into our product, creating an AI agent which will then automatically follow the defined brand in all the content that it produces.
Our solution does not eliminate the effort required for brand and campaign design in general, but it does make content production more efficient. Ideally, we build the brand agent for our clients and operate the product on their behalf to meet their content production needs. Although, should one wish to do so, a client can get the product to use it directly within their organisation, while our role will be limited to offering training and guidance.
The real benefit of our AI solution lies in the unlimited personalisation possibilities of marketing materials: once created, content can be reproduced with an infinite number of different versions for different buyer personas, different industries and, of course, different languages. This allows us to maintain continuity and consistency of visual storytelling across different materials and campaigns from season to season.
Google’s AI Workspace, which serves as the platform for our product, is designed so that individual AI tools can be updated or replaced as new, more advanced options become available. Google also ensures that the overall AI ecosystem continues to meet enterprise security requirements.
Google's AI workspace and the interface layer we've developed will certainly help make content production more efficient. Editing materials will be faster and with consistent brand outlines, the content can be published faster. Costs can be saved as the number of editing cycles is reduced.
However, efficiency and cost savings are only one of the benefits. We encourage you to think more broadly about the way you operate marketing. Our AI solution gives you the opportunity to rethink the way your marketing department works or the nature of collaboration with your marketing partners from a whole new perspective.
This is an invitation to move your company's marketing and brand communication towards agility, experimentation and greater creativity – without compromising on brand consistency.
If you would like to learn more, we are happy to showcase our product.
We can also take a closer look at your company's needs, explore the AI capabilities of your current data ecosystem and map out your current approach to marketing design and content production. Based on these findings, we can propose how AI-based content production could change the way your marketing department operates and how to pilot and implement the system.
Contact us!