PSFK researchers look into the growing use of AI algorithms in marketing, from choosing music to generating video content

A number of brands have begun to utilize artificial intelligence in an effort to make content creation quicker and easier. PSFK researchers took a closer look at how AI tools can be put to good use by companies wanting to increase the volume of their content or improve its quality by generating whatever they require—whether that is logos, scripts, video clips or other content.

It seems that consumers are in favor of using AI in this way. A recent survey found that 61%​ ​millennials​ ​are​ ​aware​ ​of​ ​AI​ ​being​ ​used​ ​in​ ​media,​ ​advertising​ ​and​ ​marketing.​ ​Of those​ ​that​ ​are​ ​aware​ ​of​ ​its​ ​use​ ​in​ ​advertising,​ ​57%​ ​said​ ​they​ ​viewed​ ​it​ ​a​ ​positive​ ​force. Here are a couple of examples of brands that have been using AI effectively to produce different types of content:

Coca-Cola 
The​ ​global​ ​beverage​ ​manufacturer​ ​is​ ​exploring​ ​how​ ​artificial​ ​intelligence​ ​tools​ ​can​ ​help automate​ ​advertising​ ​narratives—​from​ ​relevant​ ​music​ ​choices to​ ​social​ ​media​ ​activation scripts​ ​and ​the appearance of a​ ​logo​ ​in​ ​a​ ​commercial.

Octi 
Video​ ​tech​ ​startup​ ​Octi​ ​uses​ ​artificial​ ​intelligence​ ​to​ ​automatically​ ​produce​ ​a​ ​seamlessly edited​ ​single​ ​clip​ ​to​ ​be​ ​distributed​ ​on​ ​social​ ​media. ​​Backed​ ​by​ ​Anheuser-Busch​ ​InBev​ ​and Techstars,​ ​the​ ​software​ ​was​ ​designed​ ​to​ ​help​ ​marketers​ ​pull​ ​together​ ​video​ ​shot​ ​by teams​ ​on​ ​the​ ​ground​ ​at​ ​live​ ​events​ ​and​ ​use​ ​that​ ​content​ ​to​ ​populate​ ​various​ ​social​ ​media feeds.

Artificial intelligence is helping more brands streamline the content creation process, with algorithms in place that are capable of picking music, writing copy and posting on social media. Could AI programs soon replace creatives and produce ads entirely by themselves? Not likely, but they will certainly help their human counterparts. For more insights, check out our recent research paper, Evolved Brand Marketing & AI Toolkits.

A number of brands have begun to utilize artificial intelligence in an effort to make content creation quicker and easier. PSFK researchers took a closer look at how AI tools can be put to good use by companies wanting to increase the volume of their content or improve its quality by generating whatever they require—whether that is logos, scripts, video clips or other content.

It seems that consumers are in favor of using AI in this way. A recent survey found that 61%​ ​millennials​ ​are​ ​aware​ ​of​ ​AI​ ​being​ ​used​ ​in​ ​media,​ ​advertising​ ​and​ ​marketing.​ ​Of those​ ​that​ ​are​ ​aware​ ​of​ ​its​ ​use​ ​in​ ​advertising,​ ​57%​ ​said​ ​they​ ​viewed​ ​it​ ​a​ ​positive​ ​force. Here are a couple of examples of brands that have been using AI effectively to produce different types of content: