Elevating Visual Creativity: How Generative AI Empowers Marketers

If I created a word cloud, circa 2010, from the keywords from September’s MarTech Virtual Conference, Generative AI would be the largest word based on the number of times the term was used. Everyone by now has heard of Chat GPT and perhaps has given the text-based AI model generating text content a whirl to see what transpires.

Generative AI is not limited to text-based content. It can also assist in the creation of visual content, such as graphics, images and videos. AI-powered tools can generate unique visuals, apply filters and even edit videos, saving marketers the effort of learning complex design software or hiring expensive designers.

Visual content has become a cornerstone of modern marketing strategies. From eye-catching graphics to compelling videos, marketers understand the importance of creating visually engaging content to capture their audience’s attention. However, producing visually striking creatives can be time consuming and resource intensive. This is where generative artificial intelligence (AI) comes into play, offering marketers innovative ways to streamline and enhance their visual content creation efforts. We’ll delve into the various ways generative AI assists marketers in creating visually engaging creative materials that go beyond a keyword search for existing stock images.

“Create a color illustration using warm colors of a deer by a lake during a sunset in Montana’s mountains.”

Image Generation

Generative AI can automatically generate high-quality images and graphics based on specific parameters or keywords provided by marketers. By using deep learning models, AI can produce visuals that align with the brand’s identity, campaign objectives and target audience. This eliminates the need for extensive design work and provides marketers with a library of customizable visuals.

Video Creation

Video marketing has become increasingly popular, but producing engaging video content can be labor-intensive. Generative AI can simplify this process by automating aspects of video creation, such as generating animated graphics, subtitles and even suggesting suitable video transitions and effects. This allows marketers to produce professional-looking videos more efficiently.

Visual Content Enhancement

Generative AI can also help marketers improve existing visual content. AI-powered tools can enhance image quality, adjust colors and apply various filters and effects to make visuals more captivating. By optimizing visuals, marketers can maintain a consistent and appealing visual brand identity across all their marketing materials.

Customizable Templates

AI-driven platforms often provide customizable templates for various marketing materials, including social media posts, infographics and advertisements. Marketers can input their content and branding elements, and the AI generates visually appealing templates that are both on-brand and optimized for engagement.

Image and Video Editing

Generative AI can streamline the editing process by suggesting edits and improvements to existing visual content. Whether it’s cropping, resizing or applying creative effects, AI-powered tools can recommend changes to enhance the visual impact of images and videos.

Style Transfer

Style transfer is a fascinating application of generative AI. Marketers can use AI algorithms to apply the visual styles of famous artists, design trends or even competitors to their own content. This can give their visuals a unique and eye-catching flair that stands out in the crowded digital landscape. This is where things can get sticky though from a copyright perspective, so proceed with caution. If visual styles too closely mimic an original artist’s works on generated visuals, it could be problematic for the brand. Governance will tighten due to deep fakes that are generating a lot of media attention lately featuring celebrity voice and likeness that were never actually voiced or shot with permission of the celebrity. 

Data Visualization

For marketers dealing with data-heavy campaigns, AI can transform raw data into compelling visualizations. This not only makes data more digestible for audiences but also helps in conveying complex information effectively.

Dynamic Content

Generative AI can create dynamic content, such as personalized product recommendations, real-time data updates or interactive visuals that engage users on websites and apps. This level of personalization and interactivity can significantly improve user engagement and conversion rates.

Generative AI has emerged as a powerful ally for marketers seeking to create visually engaging creative materials efficiently and effectively. From generating images and videos to enhancing existing content and providing dynamic, interactive visuals, AI-driven tools are reshaping how marketing visuals are created and presented. By harnessing the capabilities of generative AI, marketers can not only save time and resources but also deliver visually stunning content that captivates and converts their target audience. As AI technology continues to advance, the potential for marketers to push creative boundaries and achieve even greater visual impact is boundless.

Jenny Lassi • October 5, 2023

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