Flipping the Script: Marketers Championing AIÁlex Góngora, CMO at Freepik

AI has certainly disrupted the rhythmic nature of all sectors and many businesses are looking to learn how to capitalize on the technology. Marketers, on the other hand, are looking at AI as a challenger. In fact, 64% report feeling apprehensive and fear losing their jobs to AI. However, this apprehension may be misplaced. Instead of seeing it as a threat, they should consider how AI can enhance their work, streamline their processes, and open up new creative possibilities.

In contrast to that widespread notion that AI is a threat, AI-powered tools actually create unique opportunities for marketers and creatives. These tools can redefine the essence of marketing by freeing marketers from the constraints of conventional, monotonous campaigns. This new era of innovation, intertwined with creativity, will inspire more authentic engagement and longer-lasting relationships with audiences. For instance, AI technology in image creation can streamline productivity and elevate creativity, pushing design to new levels.

New technologies are often initially viewed with skepticism. However, marketers and creators should embrace AI as an opportunity to enable unique experiences and usher in a new era of design.

Accessibility – anyone, anywhere, all at once 

From small business owners to designers, educators and more, access to tools and resources that breathe life into ideas should be the status quo. With AI, solutions like text to image can provide anyone with tools to advance their design proficiency without the need of a hefty budget or special certifications. This allows marketers to explore, innovate and thrive while maintaining their commitment to high quality and effectiveness.

Taking the concept of accessibility one step further, AI allows businesses to narrow their focus around one central campaign idea and quickly alter design, text, language and more to meet the nuances of various regions. This ensures that cohesive branding reinforces brand image and strengthens the overall impact and reach of marketing efforts.

Transforming creativity to a superpower

Using AI-led tools, such as image generators, is a game changer. These tools enable creative minds to better articulate their concepts and quickly produce novel designs. In a world where consumers are constantly bombarded by an onslaught of advertisements, it is mission-critical for businesses to stand out from the crowd. Whether on television, mobile devices, or computers, brands are in an endless battle to distinguish themselves. A study revealed that about 60% of people either report that they can only recall 1-10% of the advertisements they encountered just the day before – or worse, do not remember any of the advertisements at all. This highlights the urgent need for advertisers and marketers to elevate their brand presence quickly – a goal that is achievable with AI.  

Potential to build brand-customer relationships

AI brings fresh possibilities for brands to build stronger and more substantial relationships with customers. By collecting large amounts of data—such as brand interactions, past purchases, and conversations—AI enables marketers to quickly understand their target audience's behavior. This information can then be leveraged to construct tailored campaigns that emotionally connect and resonate broadly, or potentially reach niche members that may otherwise be overlooked – building that brand-customer relationship.

Leveling the playing field for SMBs

While AI can elevate marketing efforts of businesses across the board, small and medium sized businesses (SMBs) should specifically look to adopt this tool for content creation. Recently, the US Chamber of Commerce highlighted how a small video production and animation studio used AI text-to-image tools to bring its concepts to life. This approach enabled the studio to quickly communicate creative ideas to customers and prospects, ultimately helping them win business.

Given SMBs leaner budgets, it’s crucial for them to look at AI as a new opportunity, especially when it comes to visual assets. An image says a thousand words, and by leveraging AI along with their distinctive understanding of their target audience, small businesses can create unique, eye-catching content that solidifies their relationships with their current customers, captures interest of new businesses, and competes with their larger counterparts.

Reframing the bigger picture

While generative AI can help communicate ideas, its effectiveness depends on the user. Marketers, with their insights and expertise, are essential for addressing niche audience needs and ensuring industry best practices. It's a symbiotic relationship between technology and experts. Concerns about AI replacing jobs should be reframed. AI is a tool, much like the internet, that accelerates business, marketing, and creativity. Marketers who are quick to discover and adopt AI technology will unlock efficiency and gain new capabilities to better reach their desired customers.