The brands winning with AI know when to use it - and when not to | MarTech

"The transformation has been swift and comprehensive. What once required teams of writers, designers and video producers can now be prototyped in hours rather than weeks. A campaign that might have cost six figures and taken months to develop can be conceptualized, tested and refined in a fraction of the time and budget. And this isn't just about efficiency - it's about survival in an attention economy that demands constant content refreshment across an ever-expanding array of platforms and formats."

"The experimental phase is definitely over. And that's reshaping the entire marketing landscape. Just two years ago, generative AI was a curiosity - a wonder tool that produced content. Today, it's the engine driving content operations at scale. Brands are deploying AI to generate everything from social media posts and blog articles to product descriptions, email campaigns, video scripts and even complete multichannel marketing campaigns."

"The fear of falling behind Companies aren't just worried about missing opportunities. They're terrified of being left behind by competitors who might be using AI more effectively. This anxiety manifests in several ways. First, there's the output gap. If a competitor can publish ten pieces of quality content in the time it takes you to produce one, they're dominating more search results, social feeds and customer touchpoints. Second, there's the innovation advantage. AI tools enable the rapid testing of creative approaches,"

Generative AI has shifted from novelty to the core engine of content operations, powering social posts, blogs, product descriptions, emails, video scripts and multichannel campaigns. AI enables rapid prototyping and reduces time and cost, allowing campaigns that once took months and six-figure budgets to be conceptualized, tested and refined in hours and with lower expense. The attention economy demands continuous content refresh across more platforms, intensifying the need for speed and volume. Competitors using AI gain output and innovation advantages by producing more content and rapidly testing creative approaches. Companies also face talent challenges as AI changes required marketer skills.

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