How AI is Reshaping Content Marketing

Mar 22, 2024 | Asset Management, Generative AI

The rapid advance of generative artificial intelligence (AI) is driving a profound transformation in content marketing and communication.

I recently attended a “Cocktails with Content” reception in Boston hosted by the Financial Communication Society (FCS) featuring a panel of marketing and media professionals currently working on the frontlines of AI.

Much of the conversation centered around how generative AI is impacting financial firms such as banks and asset managers. Some financial companies, though, are still wary of AI from a compliance and technology perspective. Not surprisingly, these heavily regulated institutions are wrestling with questions such as who owns the data that’s used to build AI models and where exactly are the legal boundaries?

With an experienced panel and a lively discussion (and maybe a cocktail), attendees gained valuable insights into the evolving role of AI in shaping the future of content marketing, communication, and media.

The panel at the FCS Boston event featured a trio of professionals working on AI integration in marketing and media:

Beth Bamonte, director of analyst relations at IBM, brought her experience from the Watson team, providing valuable insights into the current landscape and future trajectory of AI.

Eui-Hong (Sam) Han, director of AI/ML and advertising technology at The Washington Post, offered perspectives on AI’s impact on journalism, storytelling, and ethical considerations.

Lynda Koster, managing partner and co-founder of marketing firm Growthential, offered a unique blend of analytical prowess and creative thinking, shedding light on the intersection of AI and personalized content creation.

Five key takeaways

Throughout the event, five key themes emerged, highlighting the multifaceted impact of AI on marketing creativity and content generation:

1. AI’s staying power: The consensus among panelists was clear—AI is not just a passing trend, but a transformative force set to revolutionize every aspect of marketing and communications.

2. Ethical considerations: With the rise of AI comes ethical concerns, particularly regarding job displacement and the potential for misinformation. Panelists emphasized the importance of responsible AI usage and the need for robust governance and compliance frameworks.

3. Personalization and efficiency: AI’s ability to personalize content and streamline workflows was a recurring theme. From suggesting headlines to customizing content subscriptions, AI empowers marketers to deliver tailored experiences at scale.

4. Creativity vs. automation: While AI excels at mundane tasks, panelists stressed that true creativity remains a distinctly human trait. AI can augment creativity by providing frameworks and insights, ultimately enhancing the overall creative process.

5. Education and upskilling: As AI becomes increasingly pervasive, there is a growing need for education and training initiatives. For example, IBM Training has a course available on Artificial Intelligence Essentials that explores AI concepts such as deep learning and neural networks.

Real-world applications and challenges

The panelists shared insightful examples of AI’s real-world applications—and challenges—in marketing and media:

  • The Washington Post is leveraging AI to combat misinformation, particularly in the realm of election coverage. By collaborating with tech companies and academia, The Washington Post aims to ensure the integrity of news content in an era of digital deception. Examples include using AI to spot fake images and videos.
  • IBM is pioneering AI-driven marketing initiatives, including personalized content subscriptions. By harnessing AI’s capabilities, marketers can enhance customer experiences and drive business growth. Financial companies in particular have opportunities because they can use data to understand how clients transact and think about personal finance, and then deliver suitable content.
  • Koster at Growthential emphasized the importance of understanding AI’s potential and limitations. By combining AI frameworks with human expertise, the firm delivers tailored marketing solutions that resonate with clients and audiences alike. One of Growthential’s core services is its AI Strategic Suite.
Looking ahead

As the marketing landscape continues to evolve, embracing AI will be essential for staying competitive and driving innovation. By fostering a culture of experimentation, collaboration, and continuous learning, marketers can harness the full potential of AI to create impactful content and engage audiences in meaningful ways.

Download our e-book, Generative AI’s Role in Asset Management Marketing: We surveyed asset management CMOs and marketing leaders to better understand how they are thinking about AI’s potential impact on content marketing.

About the Author John Spence leads the ETF content marketing practice at Wentworth Financial Communications. He collaborates with a team of writers and editors at Wentworth to help professionals across the financial services industry build their brands by creating investment-grade infographics, videos, email campaigns, blog posts, social media content, white papers, bylined articles, newsletters, and other forms of content marketing.

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