How AI technology and creativity are intertwined in marketing

​Big data technology has helped many companies improve their efficiency and solve some of the major challenges they have encountered in recent years. More and more businesses are investing in artificial intelligence to improve their business models. Therefore, it is expected that the market value of artificial intelligence technology will exceed US$420 billion by 2028. The survey shows that 90% of top companies use artificial intelligence, although only 37% of companies use it.

#One of the most important applications of artificial intelligence is marketing. Artificial intelligence can help automate many marketing practices and allow companies to get more value from their efforts.

But does artificial intelligence come at a cost? Will it force companies to be less creative? The answer is no. Artificial intelligence and creativity can go hand in hand.

Artificial intelligence and natural creativity should not replace each other

Every company’s goal is to ensure that its brand can stay fresh in people’s minds. As more and more companies are looking for different ways to reach people and improve their brand image, there is often a conflict between two important tools – technology and creativity.

How do you know when to rely more on AI technology instead of your natural creativity? Is there a line of convergence where two concepts can meet?

Smart companies realize that AI technology and creativity can actually complement each other in marketing. This is one of the most important ways they are using AI in their business.

Artificial intelligence technology and creativity are a perfect match

We have previously discussed whether artificial intelligence will replace human designers. As Adobe points out, this discussion has been going on for years, but that's not the case. It does not replace the need for creativity. In fact, AI allows design professionals to free up their time on mundane tasks and allows them to focus more on creative tasks.

Marketing technology has become a very important part of how companies reach their customers. With the help of artificial intelligence technology, ads can be customized and target your audience with incredible precision. Likewise, customers are busy today. To attract them, you need to make your ads highly relevant and engaging. You need to find creative ways to get them to come to you—an advertising strategy that makes it easy for you to stand out.

Many artificial intelligence tools enable the quality of marketing creative to be higher than ever before. For example, Canva, Photoshop, and other design platforms use AI to help isolate subjects in photos when removing backgrounds or performing other tasks. This helps designers create higher quality silhouettes to use in their marketing designs. AI can also track certain tasks and then automate them to batch produce creatives. PhotoShop and Illustrator have "automation" tools that enable this through AI.

Additionally, AI can help companies test their designs more easily. They can create simulated environments to see how their designs will look on different devices.

It’s also worth noting that customers are now using multiple devices. This means you need to ensure your creativity moves seamlessly across all platforms and devices. Add to that the need to effectively optimize for speed and efficiency, and it's easy to see why technology and creativity are critical to the success of your efforts.

Should there be a conflict between artificial intelligence technology and creativity in marketing tasks?

Smart, creative and engaging. While these may sound personal, these terms also describe the future of advertising and brand exposure. Advertising is now more personal and interesting than ever before. This requires increased creativity in how these ads are produced.

Artificial intelligence technology also comes in handy to help brands target their audiences effectively. For example, today, companies can easily leverage various technologically advanced tools like Adlook to leverage the platform’s superior technology to create optimized campaigns and target more people more effectively through artificial intelligence.

The combination of artificial intelligence and creativity means more opportunities for companies to reach their audiences. However, this also means the stakes are much higher. If your brand can "match" your target audience, you have the chance to make a great first impression. Anything below this and you risk losing that customer.

So, which one should you pay more attention to? Should creativity be more important, or should we focus more on technical optimization?

The best brand marketers understand that this conflict shouldn’t even exist. Creativity and technology can easily work hand in hand, allowing you to overcome the challenges you may face while working on each concept.

Optimal positioning meets well-crafted storytelling

By combining technology and creativity, brands can enjoy the best of both worlds. You can harness the power of technology to find your target market, while creativity ensures you can create eye-catching and engaging ads that will instantly capture your target audience's attention.

The current direction of branding campaigns is more focused on prioritizing focused engagement over general brand exposure. Likewise, brands are now rethinking how they connect with their audiences. Once you've successfully put your brand in front of people, you need to make sure you're delivering the right, most relevant message.

To do this, start by leveraging the platforms and technologies available to you. Examples of Adlook and its ContextAI©️ have been pointed out to appeal to their target audience. At the same time, technology tools help brands measure and track results so they know what’s working and what’s not.

Now that you have the right technology, the next step is to create great content. This is where creativity comes in. Today’s advertisers need to use creative formats and features in innovative ways to reach more people and bring their brands to life. Your customers want more than static images and ads that last a few minutes without really engaging them. If you don't provide these, your ability to reach and grow brand awareness will be significantly affected.

To solve this problem, creatives can take advantage of the digital environment and incorporate it into their storytelling. With new display ad formats, brands can now build high-quality, beautiful content through video and other channels. They can be expanded to add more flexibility to their ads without having to make too many changes.

Make consumers work for you

Another interesting point for marketers to know is that consumers themselves can easily help build the right ad content. To make your content engaging, give your consumers a role in their own experience.

Rather than just delivering an experience to them, build interactive features and ways to let users choose their own experience. At the end of the day, the important thing to note is that no one knows how to satisfy your customers' needs as well as the customers themselves. So give them as much variety as possible and let them choose how they want to interact with you.

Finally, remember to build your campaign with the long-term in mind. Create engaging experiences that make your customers feel like they belong to a community—a community they can be proud of and want to continue engaging with. They feel more invested in the brand – and not just during the ad experience. Just like that, your client becomes a freelance marketer.

Conclusion: Fusion of AI and Creativity

Both AI technology and creativity can play a role in driving brand awareness. While it's easy to believe that the two should be mutually exclusive, that's not the case. Marketers need to utilize all available technology to create the best positioning and understand their audience, while creativity ensures they can tell the right story and engage those audience members. ​

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