Generative Artificial Intelligence (AI) is gaining traction in the field of marketing content production, according to a latest study by Deloitte Digital. As reported, 26% of marketers are already utilising this technology, with an additional 45% planning to adopt it by the end of 2024.
The increased demand for personalised and timely content in 2023 posed challenges for organisations, as marketing teams could only fulfil 55% of this rising demand. Generative AI appears to offer a solution by supporting the generation of a higher volume of quality content, which in turn, can enhance employee productivity, said the consulting firm.
Mike Brinker, principal, Deloitte Consulting LLP and Content Studio leader at Deloitte Digital, said, “Generative AI solutions are not just about keeping up with content demands; they are about staying ahead of them. By working alongside artificial intelligence, businesses are empowered to create high-quality, personalised content efficiently, giving them a competitive edge in today's digital marketplace.”
According to the report, last year witnessed a 54% rise in content production demand, challenging creators to elevate output while preserving quality. Generative AI has emerged as a significant aid, with users reporting an average time-saving of 11.4 hours per week.
On the flip side, the report also highlighted that the adoption of Generative AI carries intellectual property or legal risks, with 65% of companies expressing serious concerns. These apprehensions may root from potential copyright infringements or the production of plagiarised material by AI, reflecting a cautious approach towards fully embracing this technology in content creation landscapes.
Beth Adams, managing director, Marketing & CX Transformation and Global Adobe Alliance Generative AI Leader, Deloitte Digital, said: “In today's hyperconnected digital landscape, content marketing is the backbone of successful customer engagement. It's not just about creating content; it's about orchestrating a seamless journey from idea to delivery, ensuring that every piece of content contributes to the narrative that captures hearts and minds.”
Deloitte Digital's Content Studio is utilising Generative AI to transform content creation and supply chains. This technology merges the expertise of content creators, data scientists, and AI engineers to produce personalised, high-quality content for clients looking to enhance their content marketing strategies.
Deloitte said it is also incorporating Generative AI applications across its organisation to help its professionals become more efficient and productive. This includes deploying Large Language Models (LLMs) and chatbots to support specialised teams across its business, showcasing a part of Deloitte's broader strategy to increase AI fluency among its professionals.