The advent of the Internet has had a significant impact on globalization and completely changed how we communicate, learn, and work. However, it seems that the Internet is only ‘stage one’ in a much bigger technological revolution – the one of Artificial Intelligence (AI).

The emergence of AI has the potential to transform many fields radically, from retail and manufacturing to defense, finance, healthcare, and casual everyday life. Today, one of the hottest topics is the impact of generative AI on content creation. Is this the start of a new era that will put the best professionals in the field – from copywriters and screenwriters to designers – out of work?

From sound to visual: AI’s role in content creation

In an impressively short period of time, AI can process huge amounts of data. For this reason, the content marketing landscape is already being shaped by generative AI solutions.

AI-powered data solutions can analyze market trends, customer behavior patterns and preferences, as well as feedback on review sites or forums. This helps brands get very targeted insights into which products, designs, tone of voice, or form of content resonates the most with their customers and prospects.

Armed with these insights and trending search topics, brands can employ generative AI tools to create engaging content that reaches their target more effectively and fills the market gaps. For example, if competitors focus their content on innovation, the company can use AI tools to generate omnichannel content emphasizing price (and vice versa).

Thus, generative AI already assists marketers in creating content aligned with granular segmentation of the target audiences, including content in diverse languages. This is a big win for retailers, translation, media and PR agencies, copywriters, bloggers, video or photo content creators, podcasters, etc., and the list is expanding.

Because of AI, various content marketing tasks became less time-consuming, from creating social media posts, newsletter campaigns, and press releases to photo post-production. The most important benefit is that anything AI can do, it can do at scale. On the other hand, human involvement remains essential because, currently, there is no reliable AI tool which could handle the entire process — from collecting and analyzing public web data to making strategic content decisions — alone.

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