AI is undoubtedly one of the most talked about topics of 2023, particularly in the digital marketing sphere, and it shows no signs of slowing down in 2024. In fact, according to research, the AI for video production market is expected to grow to a market size of US$1,489.486 million (more than GBP £1,200 million) over the next five years.
In particular, utilising AI for digital content production has seen a rise in popularity recently, with online searches for ‘AI generated video’ increasing by 1,257% year-on-year, and ‘AI video creation’ rising by 2,500% in the same time.
As a result, it has never been so important for brands to leverage these advancements in technology and use them to support with digital content production. However, it is also crucial for brands to understand that, while AI can support content production and marketing strategies, human thought and insight is still crucial – it is a combination, not a replacement.
From ideation to personalisation, the team at Bareska have revealed six ways that AI can support your digital content production as you prepare your marketing strategy for 2024.
1: AI enhances the content ideation process
One of the first stages of any digital campaign, whether you are launching a new service or hosting a conference, is ideation. Making the most of the ideation process is important as it forms the bones of your content and informs you of everything you need to do to make your content successful, from what research is needed to how much time you should allocate to each step of production.
Where does AI come into this? AI can offer hundreds of ideas in just a few seconds, which may then spark further inspiration for your content production team. It can provide a starting point to help avoid a ‘blank page’ mentality where you may be struggling to come up with your very first idea.
With tools such as ChatGPT, you can input all of the requirements of your campaign and receive AI content ideas and suggestions that will meet your brief. Generative AI can also help to visualise a concept to test whether it could be feasible as digital content.
It is important to note, however, that AI doesn’t replace the need for human input and insight, but instead helps to expand on it and push the boundaries of creativity.
When using AI for content production as part of the ideation process, you should be aware that are many pros, cons and risks involved, some of which include:
- Pros: ChatGPT is a democratised software which means it’s a free tool. You can receive immediate results and long form text in seconds. AI can also reduce costs, improve ROI and improve customer experience.
- Cons: Generative AI is not always accurate, it’s prone to technical errors and ‘hallucinations’. Also, if the training data is biased then the output can be flawed.
- Risks: There are data security risks with ChatGPT as there is access to all the data you input into the free version. Research done by Cyberhaven, a data security company, found that 11% of data that employees paste into ChatGPT is confidential and 4% of employees have pasted sensitive data into it at least once.
Used carefully and with the involvement of human expertise, AI can streamline the ideation process which enables more time to be allocated to producing your digital content and focusing on the finer details that will take your video, webinar or animation to the next level.
2: AI can automate elements of digital content production
To create engaging, high-quality, data-led content that makes an impact, there are a lot of elements involved, from scriptwriting all the way to post-production. Every detail needs to be given attention, which is why it will come as great news that AI can automate certain aspects of your digital content production to make it more efficient, including scriptwriting, editing and voice overs.
AI can also automate some of the important parts of digital content production to make the content accessible to all users, for example:
- Automatically producing captions
- Translating content
- Adding transcripts
Once you have successfully used AI to produce something, whether that be a caption or a type of edit, it can generally replicate that task accurately over and over again which means you can save time on future content production.
Automating certain elements of your content production also ensures consistency across all your content, which can strengthen your brand identity and have more of an impact on consumers.
When it comes to automating digital content production, it is crucial to take time to understand how to train AI to complete the commands you give it accurately and efficiently, as otherwise, you will find yourself needing to re-do the tasks that have been automated. It is worth remembering that only certain parts of the content production process can be automated, and that others are better completed by humans.
3: Utilise the efficiency of AI to focus on the finer details
By automating processes, you will have more time at the end of production for manual quality checking which ensures your content is in the best possible condition and ready to be shared with the world.
AI can even help with this quality checking to an extent, for example, if you are writing copy to go alongside your video or other content, you can use tools such as GPTZero which can detect whether AI has been used to create the copy. The more undetectable the use of AI, the better the quality of content is considered to be.
When you use AI to streamline your digital content production, you have more time for post-production elements to ensure a fantastic final piece of content. Sometimes the smaller, minute details can be missed when brands are rushing to get something over the line, whereas a more efficient process ensures there’s ample time. It also affords you time to take a step back and make sure the content aligns to your brand, the key messaging is strong enough, and is reflective of your overall content strategy.
4: AI enables you to create data-led content
If you want to create captivating content that converts, you need to use data throughout the content production process. AI has access to immense amounts of data and can be used to gather information prior to creating content – it may inform the direction of your content, the angle or even the location if you are shooting a video.
Also, as we have already mentioned, if you don’t know where to begin with your research, AI can produce hundreds of results within seconds that you can use as a starting point.
Alongside supporting the research and ideation phase of your content production, AI can also offer performance insights by analysing data from previous content including watch time, click-through-rates and engagement. You can also use AI once content has gone live to analyse results, engagement and look at how to improve your content production for your next campaign.
Some AI tools can also offer insights into your target audience so that you can create personalised, content that converts, although more on that in our next section! (we won’t discuss this point in detail as it’s the focus of the next tip).
When utilising AI to analyse data, you should keep in mind that all AI platforms are open source which means you need to be mindful of security, and sensitive data that you input.
5: AI can help you create personalised, tailored content
According to research, over 328.77 million terabytes of data is created each day, and video accounts for over 53% of daily global data traffic. With the rise of user-generated content on social media platforms such as TikTok and Instagram, consumers are exposed to content everywhere they look so yours needs to stand out.
Leading on from the previous section, one of the most valuable parts of using AI for content production is that it can analyse audience data and gather insights so that you can create content tailored to your audience’s interests and engagement habits.
If you create a lot of content for your brand, you could even use AI to suggest other content for users to read, based on how they’ve interacted with content previously.
This can have many benefits for your content, including:
- Increased conversion rates
- Brand loyalty
- Increased trust between you and your consumers
- Better understanding of your target market
With video and digital content becoming more and more important to search engines such as Google, AI can also help to identify relevant keywords that your target audience are most likely to be searching for, so the video stands a higher chance of getting in front of the right people.
However, much like analysing data, using AI for personalisation may have security risks as you could be inputting sensitive or personal data into an open source AI platform. You need to take care when using AI, especially when it comes to consumer data.
6: Utilise AI for innovation and stand out from your competitors
While AI is all people are talking about right now, it is still an exciting and relatively new concept.
Brands are using AI but not to its full potential so one of the biggest ways AI can support your digital content production is by positioning you as an innovator and pioneer in your industry.
You can take a simple, basic idea and use AI to generate original, fun and out-of-the-box concepts. Ultimately, AI can support your digital content to stand out from your competitors through personalisation, data and quality assurance, all of which we have mentioned previously. While AI won’t and can’t replace human insight, it can compliment and elevate it.
Over the last three months alone, online searches for ‘AI video production’ have increased by 25%, and by 150% year-on-year. With interest in AI content production rising rapidly, it’s time for your brand to get on board and use it to your advantage.
Featured image credits: Image by vecstock