There has been an ongoing debate over whether Artificial Intelligence (AI) is a boon or a curse. Many fear that automation might replace the jobs; on the flip side, AI advocates argue that technology is a tool to supplement human creativity, rather than just replacing it.
A study even proves that marketing leaders are trying out new strategies. Six out of ten leaders exercised AI last year. The U.S.-based advertising organization Truth Collective’s Chief of Brand Experience Josh Coon speaks about this topic along with its implications in the marketing industry.
Josh understands that this transition from conventional methodology to this new one requires a lot of strength as it is intimidating and alien for some. He notes, “As is often the case, the truth tends to fall in between extremes. With time, a consensus has emerged: AI is ushering in a ‘new normal.’ Companies are increasingly embracing AI as a collaborative tool, especially marketing teams, which see it as a fresh catalyst for creativity.”
There is no doubt that this automation has made a revolution in marketing campaigns. Marketing companies have been given a new path towards how these campaigns can be approached. That is why Truth Collective, with this ever-evolving shift, has started reassessing its processes, creativity-wise, as well as within its firm’s strategies. Their tagline itself—Brand Ever Braver—showcases the company’s motivation to adopt advanced practices and catch on to the current and ever-evolving technology, while serving their clients with much bravery.
This Chief of Brand Experience, who has decades of marketing-related experience, foresees great benefits from these tools in order to drive growth and better output. He says, “We have already experienced amazing outcomes through AI in our in-house services. It has aided us in gathering intelligence with online market studies, brought our ideations to reality in truly renewed ways, and suave heterogenous feedbacks.”
Josh even believes that these handy automation tools could even create a highly scalable environment within marketing teams, giving them the beacon to explore their own field. They have themselves witnessed this firsthand while working on a project. Truth Collective was working for a client, who wanted to bring that brand to life. The team created custom songs and lyrics that—a poignant example of how AI tools can be leveraged to their fullest, while capturing the brand’s true essence.
When it comes to digital marketing, social media has elevated the urgency of speed, with consumers now accustomed to a constant stream of fresh, engaging content. A report suggests that seventy-seven percent of businesses are utilizing AI to reach their customers as much as possible. The agency understands this demand for rapid, quality content. Rather than producing a single-production video, the agency generates dozens of dynamic, ten-second clips with varied voiceovers, subtitles, and graphics through AI to target audiences across different cultures and demographics. This streamlined process reduces production timelines and ultimately expands a brand’s reach exponentially.
As this automation tool continues to drive breakthroughs in marketing, Josh Coon and his team at Truth Collective are at the vanguard of a creative revolution. This agency, like many others across the world, seeks to incorporate artificial intelligence in a way that engages today’s audience and raises operational procedures, all while delivering bold, creative work that interacts with consumers in ways that have never been witnessed before.
