Gen AI Use Case of the Week: AI Powered Content Creation

Generative AI is revolutionizing the landscape of content creation, offering an unprecedented ability to efficiently produce new, original content for a variety of purposes. This innovation is transforming the creation processes for all the widely used content types, including text, images, videos, and voice, predicting a significant evolution in for example marketing efficiency.

From Creators to Expressors

The change will have a huge impact on the roles of creative professionals, shifting from traditional content creation to a new era of expression. These professionals are transitioning from being the sole creators to becoming expressors, utilizing AI tools to articulate and realize their visions. With AI solutions, they can generate content that perfectly embodies their creative intent, redefining their roles and workflow in the content creation process.

Workflow example: The Gen AI Use Case of the Week series

A good straightforward example of an AI Powered content creation process is how we create our "Gen AI Use Case of the Week" article series. Our process begins with an idea, typically inspired by a compelling case study, and unfolds through several key stages:

1. Idea Generation: We choose the topic based on a case study we’ve conducted, and develop the initial ideas through brief brainstorming between colleagues who are the experts on this field. During the brainstorming process we may use A Gen AI bot to gather additional perspectives to enrich the topic.
2. Drafting: Initial ideas, the key messages and storyline are quickly drafted into a rough text document, typically writing some bullet points or dictating a draft of the text using simple speech-to-text tools for efficiency.
3. Validation: Next, we do fact-checking with our Gen AI bot, aiming to identify potential inaccuracies or controversial claims. (A word of caution: Generally speaking Gen AI should not be solely relied upon for fact checking, but for blog purposes it works fine).
4. Text generation: Once the idea and message are ready and validated, we employ Gen AI to refine the draft into a polished blog post, maintaining a consistent tone of voice throughout the series.
5. Personal Touch: In the end we make final adjustments, typically changing some wordings by hand, to ensure the content authentically represents the intended message and voice.
6. Visual Creation: The final stage is to produce visuals for the article with a Gen AI image generator, further enhancing the reader's experience. This typically requires a few iterations to get the visuals right.

The main tool for this workflow has been an Open AI custom GPT using a GPT-4 model. The GPT was created for producing content with a tone of voice that is optimized for our topics and target group, keeping a consistent tone across different articles. For visuals we use DALL-E, which provides an excellent interactive way to iterate the pictures to be suitable for our purpose.

We’ve learnt that this workflow, combining generative AI with human oversight, enables efficient content creation, still keeping it personal and relevant.

The Era of Hyper-Personalization

The simple AI-powered content creation we covered in our example is just a beginning of the evolution in marketing. Another groundbreaking development brought about by Generative AI is the advent of hyper-personalized marketing. This approach allows for each marketing message to be finely tailored to the individual, based on:

• Using detailed customer segmentation and historical data as a basis for personalization
• Integrating company, product and campaign specific information to the message
• Utilizing generative AI to craft messages that not only resonate with the recipient's preferences but are also delivered in their favored tone of voice
• Implementing A/B testing for continuous content optimization

At the moment we see many companies experimenting with these kind of approaches, taking content creation yet to another level, being both highly efficient as well as extremely well personalized for the target group.

Final Thoughts

Generative AI is poised to redefine creative content creation, as well as the broader domain of marketing. While marketing presents a natural starting point for exploring generative AI due to the relatively low risks associated with content accuracy, the importance of human oversight cannot be overstated to ensure the quality and authenticity of the messaging.

Furthermore, the increasing amount of machine-generated content raises important questions about the preservation of diversity and originality in our cultural landscape. While machine created content is becoming abundant, we will be seeing AI models that are trained with AI-generated content, creating a feedback-loop which may lead to unexpected phenomena.

We will explore these issues, as well as other questions around creativity and AI, more in our future discussions, as we continue to navigate the balance between embracing technological advancements and preserving the essence of human creativity.