By Uma Ganesh
The transition from print, TV and films to digital medium was the first major milestone which resulted in the initial shakeups amongst the media agencies and marketing professionals. With the onset of generative AI tools, brand communications across various channels and content creation, dissemination and personalisation have been dramatically transformed. Browsing history combined with customer data are enabling Netflix, Amazon and others to make personalised recommendations and messaging thus enabling stickiness or increase in brand adoption. Jasper, ChatGPT, Gamma and other such tools are helping with content generation in multiple formats—video scripts, presentations and case studies in a jiffy. Translating such content simultaneously in multiple languages too is no longer time consuming or is dependent on access to language specialists.
Moving away from conventional marketing communications that have remained static and one-way, interactive messaging and 24/7 communication supported by GenAI tools have become central to building engagement with the stakeholders and facilitating effective dynamic campaigns. The speed in creating content and their effectiveness have made the adoption rates of tools such as Eleven Labs, Pictory and Lumen5 zoom. Personalised chatbots, videos and podcasts have become simpler and easier to build and maintain and the cost of content creation is no longer prohibitive.
Marketing professionals have started considering GenAI tools as an extension of their immediate ecosystem to build creative strategies and for real time optimisation of campaigns based on the insights they are able to draw from the vast data accessible. In this context, the traditional advertising agencies and media firms have also had to rethink their contribution and role in marketing communications. Now, digital technology has become the core of their functioning. GenAI enables them to fast forward multiple concepts and variations thereof for scripts or images based on the central thought.
Unlike the earlier phase when many of the ad agencies took a significant amount of time to adjust and adapt to the digital wave, with Gen AI, there is a delightful co-existence and partnership that is delivering better outcomes for the customers at speed and at lower cost. While the creative origination from humans can never be surpassed by AI, data-driven storytelling capabilities and GenAI skills could be woven into all dimensions of campaign development. The agencies are rethinking their team structure which has comprised creative directors, copywriters and visual designers.
In today’s times, the requirement is for AI prompt engineers, content curators and brand evangelists for whom creativity and AI skills go hand-in-hand. Clients want their agencies to be able to partner with them to build solutions not just work upon specified deliverables and seek quantifiable outcomes as ROI from AI powered campaigns. Exciting times are ahead for media firms who are able to constantly reinvent themselves to build a cohesive partnership with AI tools, such that ethical and authentic content creation is made possible with proper safeguards.
The writer is chairperson, GTT Foundation.
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