Marketing, brand, and creative teams should see creative automation as an asset, not a threat, says Justin Blyth of Ambassadors. It can even enhance the creative work itself. The content itself isn’t being automated, creative automation is a tool for the more repetitive functions, says Blyth / David Pisnoy via Unsplash Creative automation offers a fast and efficient way for brands to scale their content production without compromising on creative quality.
The technology enables the generation of thousands of campaign asset versions across formats, languages, and touchpoints in a fraction of the time of traditional methods. So, with the demand for content at an all-time high, why are many brands still reluctant to embrace this technology? More creative. Less work.
The purpose of advertising is to connect and communicate with people, to have them see your campaign and feel something. What creative automation does is to make the work more relevant to everyone who will see it – a piece of content that has one idea can now work in every format, in every length, in every language. Because if advertising doesn't connect to the person who's seeing it, then what's the point? When you look at it through a really functional lens, there are immediate gains in terms of efficiency.
My friend Kelly McConville of KVue (and formerly of N26, Uber, and Phillips), has seen this on both the client and brand side. “Running in-house creative teams and building and scaling them over global com.