There's a great debate in the AI world: Will robots someday replace humans, or will there always be things that humans can do that machines can't?
Those who stand behind the belief that robots will never be able to replicate certain human tasks – like using creativity – may want to rethink their position. Today, AI-based technology can do things that experts never knew that it could – like manage creative tasks and or devise original content, particularly when it comes to digital marketing and advertising.
AI can now handle more creative marketing tasks than ever. The fact that marketers can rely on machines to do more of their work means that teams have more freedom, time and energy to devote to perfecting their advertising campaigns and coming up with new ideas. However, it also means that more of their "uniquely human" abilities are less uniquely human – and that we may see machines take over more of the advertising process in the years to come.
Here are some of the most surprising ways that AI has a hand in the creative side of marketing today.
Generating Written Content
One of the most important aspects of an ad's creative content is its text or copy. Ad copywriting shapes the message that the ad sends, and it can set the tone, attract a certain audience and communicate a very particular brand for a company. Today, marketing teams don't only have to rely on copywriters to create written content –they can also use AI.
Companies such as Narrative Science have created programs like Quill that can look at data and facts and turn them into insightful, natural language. These AI-based content-generation programs can also take information inputted by marketing teams and create text for ads, ensuring that the generated text matches the tone and language of a business so that the ad fits into a company's brand.
Selecting the Most Appealing Visual Material
Images are important in advertising because they boost people's retention. In fact, when images are paired with information, 65 percent of people are able to recall that information three days later. Images also draw more attention than text, and they cause people to spend more time looking at an image (or, in a marketer's case, an ad).
Today, AI can help advertisers choose the best and most appealing visual content for their ad creatives so that consumers are drawn to an ad and enjoy looking at it. For example, companies like EyeEm have created an AI-based image curation software that can help companies pull high-quality images from a database of photos and designs. The software can choose photos that are related to your brand and messaging, then narrow down the ones that will best suit your audience so that the visual content of your ad creative is as outstanding as possible.
Sound is usually a key component of video marketing. Music generates emotions and can be an important part of selling a brand. In fact, a study by IPA showed that musical ad campaigns are 27 percent more likely to drive business than those that don't have music.
People have now figured out how to use AI to compose songs, which means that marketers with no musical talent can incorporate songs into their ads, even if they don't know how to compose. Programs like Amper Music, for instance, can take information about your product or brand and create an ad to match – helping you create more emotional and effective marketing content.
Elevating the Overall Quality and Resulting Performance of an Ad Creative
In the past, the quality of an ad creative was often subjective – it would be judged by the team of advertisers creating that ad, or by the consumers that would be beholding it. Thanks to AI, however, it's now possible to elevate the quality of an ad creative in a way that is concrete and dependable. This means that companies can put out advertisements with content that will perform better with audiences – and, in turn, boost business.
ReFUEL4 has created an AI-powered platform that can be used to judge the quality of an ad creative. By analyzing the creative, the platform can predict how an ad will perform with up to 87 percent accuracy. Companies can use this AI-based tool to be certain they're using ads that will perform well, or to tweak and improve ads that may not work the best with their intended audience.
As AI continues to become more complex and capable, marketers will be able to rely on it more heavily to complete both routine and more complex tasks. However, while technology can currently handle some of the most important creative marketing tasks, the programs are still imperfect – which means that humans remain a vital part of the process of devising an ad creative.
By combining the imaginative ability of humans and the powerful precision of AI and computer programs, though, marketers can now create ads that are better received and more powerful than ever before – and that will only continue to improve with technology.