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Applications of Artificial Intelligence in Content Creation

John Lahr
August 28, 2017

This is one post in a series on Artificial Intelligence’s implications on marketing, analytics, and you. We will cover a definition of AI, what it means for marketers, marketing applications, and how to implement AI technology in your company.

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AI for Content Creation

Arguably, the hardest task for artificial intelligence to take over is content creation. Yet, it is also one of the most crippling challenges for marketers. 

For some reason, the fundamental unit of marketing, a piece of content, is still developed as if creativity is a pursuit immune to numbers.

Few people can write variations on the same message indefinitely without getting bored. But lots of content creation is surprisingly repetitive, and machines have improved in writing to the point where it’s hard to tell the difference.

Chances are, you have read articles written by machines without realizing it.

Financial summaries, sports reviews, and other quantitative analyses are ideal for automated narratives generated by artificial intelligence. (Read Need to Write 5 Million Stories a Week? Robot Reporters to the Rescue on Mashable for more.)

As a matter of fact, artificial intelligence can go beyond turning numbers into written summaries.

The fundamental unit of marketing, a piece of content, is still developed as if creativity is a pursuit immune to numbers.

Advances in Natural Language Processing (NLP), image recognition, and machine learning have given AI the ability to predict what messages and images will drive desired consumer actions.

Each engagement with brand content is another data point teaching machines the content they want to see and how they want to consume it.

Case Study: Coca-Cola Investing in AI for Content Creation

Coca-Cola’s global senior digital director, Mariano Bosaz, announced the brand would be pursuing ways to implement automated narratives, including writing social media posts, scripts, and even choosing music.

The brand recognizes the challenge of scaling creation of smart marketing content.

In order to consistently entertain, inform, and offer value to its customers, on each of the platforms they use, Coca-Cola is investing in artificial intelligence to supplement their team.

Other Posts in the Series:

What is AI? A Marketing Primer

The New Marketing Landscape

AI in Marketing Data Analysis

AI for Consumer Insights

AI for ABM & Personalized Messaging

AI for Programmatic Advertising

AI for Marketing Communication

Artificial Intelligence Limitations and Implementation

Visit Utah Discovers What Content Skiers Love and Boosts Engagements By 23%

Our findings reinvented the content Utah created. They focused on creating content of beautiful landscapes and trees, featuring only one person, which led to a 4% increase in followers and a 23% increase in engagement on Instagram


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