AI is changing the game of content creation and the possibilities are endless


Artificial intelligence (AI) is present in all aspects of our lives today. It is also actively used in advertising and we have seen some stunning campaigns, for example Cadbury’s #NotjustaCadburyad. However, the big question that remains is how can brands integrate AI seamlessly when it comes to content marketing?

According to experts, while much of content marketing depends on the quality of concepts and writing, AI can help elevate the idea.

Rishabh Shekhar

Rishabh Shekhar, co-founder of Pepper Content, said that in an age of content overload, AI is playing an important role in streamlining the content the user receives.

“AI refers to machines that have the ability to mimic the cognitive functions associated with the human mind. The more you use it, the more it grows on you and with you. “AI can’t generate content but helps build a robust content strategy while creating more personalized content for users. The options are endless. For a futuristic marketer, AI can help tremendously in increasing revenue , reduce costs and create a huge competitive advantage,” he explained.

Ashish Seth

Ashish Seth – Creative Head, Optiminastic Media, said AI helps marketers save a lot of time and money. “Finding relevant and insightful content is the key to a good strategy. However, it takes time. This is where AI can help marketers with relevant suggestions and recommendations for optimization. AI helps us ensure that the content we create is not only relevant but also reaches the right audience,” Seth said.

Yorick Pinto

Citing similar opinions, Yorick Pinto, creative director of BC Web Wise, said that AI for content marketing can be used by any brand in the B2C space as well as the B2B space. However, he added that for many brands, investing in AI at a comprehensive level may not be feasible. He said many brands could also use it to win rewards, but in the end, it’s the overall consumer experience that matters.

He gave an example of Cadbury’s campaign featuring SRK and said that while not all brands have the resources, they can create and integrate platforms such as Siri, Alexa, etc.

Examples of AI in Content Marketing

Amazon recently integrated “Alexa” into the YouTube show called “Social Media Star by Janice”. Alexa has been integrated in such a way that she appears to converse with the show’s guests. The campaign showed the human and conversational parts of Alexa.

E-commerce platform Flipkart and tech brand realme also recently came up with an interactive AI campaign for the launch of the realmeX7 pro phone.

BC Web Wise’s Pinto further mentioned another Flipkart campaign called “Hagglebot” which attempted to give shoppers a traditional shopping experience. As Indians love a bargain, the campaign allowed customers to set the offer prices on their flagship sale. With the help of Google Assistant, consumers were able to “Talk to Flipkart”. They could choose a product of the day and try to convince Assistant to give them the lowest possible price by engaging in a fun round of haggling.

According to the brand, the sale only lasted five days, but they received 75 days of trading footage during the period.

Can AI help with content creation?

According to Pinto, there have been many instances where newspaper articles have been written by robots. Similarly, there are also companies that offer writing services through AI and bots.

According to Pepper Content’s Shekhar, integrating AI can also help with influencer marketing. “In this industry, AI can act as a matchmaker by identifying the right influencer and relevant content trends. You never know what content will go viral on social media. It’s a trial and error process. In this excruciating process, AI can help direct your thinking by providing you with information about the right demographic, topics the algorithm is covering, etc. This information can help you further personalize your content and increase your chances. to run a successful campaign,” he said.

According to Optiminastic Media’s Seth, there are many applications of AI in content creation. “Editing is a process that can be simplified through the use of AI. Recently, a content creator used AI tools like DALL-E to create a video with smooth and fast transitions of his outfit which otherwise would have been a tedious process and would require the help of advanced VFX. Everything has been simplified and kept efficient through the use of AI.”

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Jenny T. Curlee