The Future of Content is A.I. Right!

Our industry is in the midst of a content creation revolution. 

Artificial intelligence is rapidly transforming how we generate content, from crafting engaging articles to designing eye-catching visuals.

Below, we dive into the impact of AI on content creation and explore how communication professionals can leverage it within their content marketing strategies.


AI’s influence on content creation goes beyond simply automating tasks.

Content creation

AI-powered tools like Jasper, ChatGPT and can analyse vast amounts of data and generate different content formats. This frees up valuable time for human writers to focus on strategic content development and creative storytelling.

Personalised content

AI excels at understanding user preferences. By analysing audience data, AI can tailor content to resonate with specific demographics or interests. This level of personalisation leads to higher engagement and brand loyalty.

Take a look at Nutella’s AI-driven campaign. They leveraged AI to generate a staggering 7 million unique jar labels, each featuring a different design element or message. This wasn’t just a random assortment; the AI likely considered factors like regional preferences or demographics to create a variety that resonated with different consumer segments.

This creative campaign not only boosted brand awareness but also fostered a sense of individuality and connection with Nutella.

Content optimisation

AI can analyse existing content to identify areas for improvement. It can suggest tweaks to titles, keywords or overall structure to optimise content for search engines and improve organic reach.

Visual content

AI is making strides in generating visuals like infographics or social media images. Tools like Canva or Adobe Sparkoffer AI-powered features that can automate basic elements, saving time and resources while still allowing for human customisation.

Similarly to Nutella, BMW’s marketing campaign for their 8 Series Gran Coupe showcased the innovative potential of AI in visual content creation. Instead of relying on traditional car photography, they leveraged AI to generate artistic projections that were then displayed on the physical car itself.

This campaign went beyond simply showcasing the vehicle; it created a visually striking and interactive experience that grabbed attention and communicated the cutting-edge technology behind the new model.

So, how can you leverage AI’s capabilities within your content marketing strategy?

Take a close look at your content creation process. Are there repetitive tasks bogging down your team? Data analysis, formatting and even basic image creation can be prime candidates for automation. By leveraging AI tools for these activities, you free up your team’s valuable time and energy to focus on what they do best: crafting compelling narratives.

Imagine tailoring your content to resonate with each audience segment. AI makes this a reality. Utilise these tools to personalise email newsletters, social media posts and website content based on user preferences.

Think of AI as your powerful partner, handling the heavy lifting of repetitive tasks. This frees your team to focus on high-level content strategies. They can now dedicate themselves to crafting emotionally engaging narratives that resonate deeply with your target audience.



While AI offers a wealth of benefits, it’s important to acknowledge its limitations.

Limited creativity

AI can struggle with nuanced topics or humour, aspects that often make content truly engaging. Human creativity remains irreplaceable in crafting unique and impactful content.

Factual errors

AI-generated content heavily relies on the quality of data it's trained on. Human fact-checking is crucial to ensure accuracy and avoid misinformation.


Focusing solely on automation can lead to generic content that lacks the human touch. A balanced approach that leverages AI’s efficiency alongside human expertise is key.
AI is not here to replace human content creators; it’s here to empower them.

By embracing AI tools and integrating them into your workflow, you can unlock a new era of content creation that’s efficient, personalised and strategically driven.
As AI continues to evolve, the possibilities for crafting impactful and engaging content are truly limitless!


Disclosure: This article was supported by AI.

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