Working with Generative A.I.

A case study in the responsiveness of social media marketing using generative A.I. tools

Today, the leader of one of the largest private military organizations in the world, Yevgeny Prigozhin, was reported to have died in a plane crash North of Moscow.

What does this have to do with digital marketing? Good question.

Did you find the above image compelling? If you were searching through news on social media about this event, would this image make you stop scrolling for a second?

With the speed of social media, not being able to capitalize on trends can cost you growth opportunities. How quickly could the average non-design company come up with a compelling graphic that accompanies a social media post about a current trend? By the time you sketched, roughed, drafted, workshopped, revised, and finaled your piece, it would be yesterday’s news.

Generative A.I. has started to change the way in which people can communicate with their audiences, and one vector of that change is speed.

Sure, speed will enable more output which equals more revenue (quantity), but the real value of the speed of A.I. is the ability to be “quick to market”… to capitalize on opportunities for outreach.

Most businesses think about how they can communicate with their audience solely through the lens of their product or niche, but being able to speak to current trending topics is vital to capitalize on events that cause a lot of exposure potential.

Now to be fair, it’s not waving a magic wand. There is some nuance, and a lot of trial and error, to get a piece that you’d use. Here you can see some of the artboards that were created using Microsoft Bing’s Image Creator, powered by DALL-E generative A.I.

What do you think about using A.I. to generate topical media?

Do you think the risk of being “off brand” would outweigh the potential ROI from capturing new growth?

I’d love to hear your thoughts!