Generative AI Isn't Just Coming, It's Reshaping Our World (And Our Marketing)

Let's talk about Generative AI, which is representing a fundamental shift happening right now across creative fields, communication, and countless industries; including ours in marketing. Whether we're excited, cautious, or somewhere in between, the reality is this technology is embedding itself into how work gets done. Ignoring it isn't really an option if we want to stay relevant.

In marketing, the practical uses are already clear and growing. We're seeing teams use it to accelerate content creation, think generating initial blog outlines, drafting social media copy, or even producing first versions of articles. It's also changing visual work, allowing us to create entirely new graphics from descriptions or modify existing images in ways that were once complex and time-consuming. The capabilities extend to video, with tools emerging that can build short clips from text prompts or assist in editing. Even audio is evolving, with text-to-speech becoming remarkably human-like for voiceovers or accessibility features.

But embracing this power means being clear-eyed about the challenges. These AI models learn from the data they're trained on, and if that data has biases, the AI's output can reflect and even amplify them, something we must carefully manage. There are also ongoing, important questions about copyright and ownership of AI-generated content that haven't been fully resolved. And critically, the potential for 'deepfakes' and convincingly synthetic content raises real concerns about authenticity and maintaining trust with our audiences.