Using generative AI in creative production
AI can help marketing teams produce more content and explore new creative ideas, but speed alone does not make the results useful.
Read moreProducing more content can make it harder to preserve both a recognisable brand and the individual perspectives that give it substance. You need to decide where AI can help, what makes expert thinking worth publishing and which assets make everyday materials easier to create. A shared basis for those decisions should support consistency without making every contribution sound or look the same.
AI can help marketing teams produce more content and explore new creative ideas, but speed alone does not make the results useful.
Read moreYour experts have knowledge to share, but their thought leadership needs to offer readers more than familiar industry commentary.
Read moreAs more people create presentations, social posts and other marketing materials, keeping them recognisably part of the same brand takes more than a set of guidelines.
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