Campaign failures often begin with missing or mismanaged files: designers lose image versions, social teams reuse outdated taglines, and agency partners repeatedly request delivered assets. Internal channels become clogged with file requests, broken links and confused handoffs, leaving teams exhausted and campaigns unimpressive. Creative workloads have grown with tighter timelines, higher expectations for personalization, brand precision and real-time responsiveness. AI increases asset production speed while adding complexity like compliance, versioning and brand alignment. Content often lives across disparate tools, temporary folders and ad hoc approval workflows, causing inefficiency, knowledge gaps for new hires and growing operational cracks.
It starts with a product launch. The campaign is ready, the messaging is crisp, and the deadline is tight. But somewhere between the creative brief and the final email blast, things go sideways. The designer can't find the right version of the product image with their graphic design software. The social team uses an old tagline. An agency partner requests access to files that had already been delivered (twice).
Creative and marketing teams are producing more content than ever, and they're doing it under tighter timelines and with higher expectations for personalisation, brand precision and real-time responsiveness. AI has amplified both the pace and scale of this demand, generating assets faster while also introducing new layers of complexity, from compliance and versioning to brand alignment (See here how AI is impacting graphic design). Most marketing and creative teams, though, are still operating with infrastructure that lags far behind that reality.
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