The advent of artificial intelligence, or AI, raises questions for creatives, who might wonder how to incorporate image generation or content creation tools into franchise brand marketing responsibly. While this new tech might complement creative thinking, no one wants machine learning to replace human creativity. Here are a few ways we’ve noticed AI improving marketing creative efforts.
A Powerful Tool to Create Images
One common way designers use AI is through image enhancement tools. For instance, Photoshop has a “Generative Fill” option that can expand the sky in stock images, allowing for more space to insert text for a marketing campaign. While these can be powerful tools thanks to AI’s ability to analyze vast amounts of data, they aren’t perfect. Designers say this type of resource handles solid colors and gradients better than specifics, such as people’s faces and features.
Other AI photo enhancement tools improve clarity and resolution, upscaling low-quality images to high definition for social media and other marketing campaigns. This can prove helpful when enhancing product images, for example. Such tools also can make photos look more polished or replace a current background with one that aligns more with your brand identity or target audiences.
Designers also might use text-to-image AI to quickly create conceptual images for presentations. While this is not as fast or as sophisticated as some might expect, these types of generative AI tools can save time by providing designers with a baseline from which to build.
Performing Simple Tasks But With Limitations
All that said, AI tools have a lot of complexities. Some designers have experimented with tools that will generate a shot list for a video from blog content as well as software that converts that shot list into storyboards. However, based on the user, these tools might not be sophisticated enough yet to save the time of a human performing this task.
Designers also say that some image generation tools aren’t instantaneous. The more specific and detailed your prompts are, the better the results. Some users say they have to fine-tune the prompts to produce images appropriate with marketing strategies or spend hours cleaning up the images afterward. Some clients are specific about what they want, which AI cannot reproduce without a lot of manipulation from a designer to fix.
While AI’s ability to analyze vast amounts of data is intriguing, this software can make mistakes. It’s important to review the work of any AI program to verify that it’s produced relevant content that’s consistent with brand guidelines.
Use AI Responsibly for Brand Consistency
The most effective marketing strategy creates an emotional connection with a target audience, enhancing the customer experience. AI is no substitute for that human touch. The AI tools available still need people to drive them.
While these tools will continue to improve over time, it’s vital to know whether the designers working on your brand creative are using AI tools or AI-generated art so you are aware of its limitations. Also, be sure to monitor the content produced using generative AI tools. AI does not save anyone time if the content is not appropriate.
Used correctly and carefully, AI can help you take advantage of technology without losing what customers already love about your brand.
