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August 10, 2023

How Generative AI is Impacting Creative Workflows

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Leveraging generative AI tools like ChatGPT, marketers can now dedicate more time to where a human touch is needed: fact-checking, refining, and improving a high volume of machine-generated content.
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August 10, 2023

Russ Lange


A fervent believer in the promise of human powered growth, Russ leads CMG in partnering with companies to help them become aligned, agile, customer-driven enterprises that unleash the potential of their organizations with sustainable improvements in focus, teams, culture, and process our clients.

About The Author

Mark Chinn


Mark leads CMG in partnering with Telecom companies to help them increase customers and accelerate revenue. His 25+ years of experience in growth, strategy and execution includes B2C and B2B multi-channel acquisition programs, customer experiences that surprise and delight, pricing that optimizes customer value, and innovative product development.

The rapid adoption of generative AI tools over the last several months has enabled marketing teams to engage in powerful experimentation.

By its very definition, generative AI tools like ChatGPT, Dali, and Midjourney repurpose previously-created content. Those tools don’t “create” content as much as they filter, massage, and adjust what’s previously been created to address a specific user request. Nonetheless, the speed and efficiency with which those tools produce outputs allow existing creative work streams to generate significantly more output with roughly the same levels of effort.

In the past, a typical SEO initiative might have a human labor distribution where 25% of time is spent researching, 60% generating copy, and 15% of time editing.

Leveraging generative AI tools like ChatGPT, marketing teams can markedly increase the copy they generate. These tools circumvent the typical COPY GENERATION bottleneck and divert creative resources to EDITING. Marketers can now dedicate more time to where a human touch is needed: fact-checking, refining, and improving a high volume of machine-generated content.

Marketing teams that use these tools to ramp their creative messaging volume shift the focus of their human labor to editing machine-generated content, allowing for more effective labor distribution: 5% of time is spent researching, 10% generating copy, and 85% of time editing.

Currently, the focus of AI bots is on improving messaging quality and impact. Next steps in the technology will involve finding and refining target personas and driving improved experiences through messaging. These are the moments that build brand engagement and generate brand loyalty.

For most lead marketers, generative AI tools haven’t  yet been considered for their cost implications. Instead, the focus has been on their ability to quickly synthesize various  treatments that enable marketers to broaden existing prototyping and rapid experiment processes significantly.

So, how can marketers take advantage of the benefits of generative AI in creative workflows?

#1 - Refine your success criteria

Defining what problem you need to resolve and what that solution should look like is critical. Generative AI solutions are already adeptly handling many formerly human-led creative efforts, including article composition, blog post generation, image creation, social media posting, advertising development, video creation, and infographic design. Knowing which content types will generate the engagement you’re after is vital.

#2 - Know your options

The field of generative AI solutions is growing rapidly by the day, but several tools are already adding meaningful value to many growing businesses:

  • Copywriting - ChatGPT, Bard, and Claude are chatbots that have become tremendous assets for marketers looking to jump-start copy design and development efforts
  • Art Generation - Dall-E2, Midjourney, and Canva are powerful art and infographic generators that enable the creation of images based on specific and detailed requests
  • Video Creation - tools like Visla enable marketers to generate video content based purely on a script, while others like OpusClip enable the rapid reshaping of longer-form video into short-format cuts that deliver better engagement

#3 - Leverage experienced partners

Experimentation is the order of the day, so don’t be afraid to jump in with both feet. That said, tapping into partners with experience leveraging and integrating these tools can help move your team from “yesterday” into “tomorrow.”

Recognizing you have a gap to fill is the first hurdle to overcome, but deciding to take action is becoming the order of the day. It’s never too late to  start, and there’s no better time than the present. Let your marketing needs be your guide, and recognize that experimentation is a powerful tool. Both the process and its outcomes will help you navigate the path to meaningful technology integration.

Reach out to our AI expert for more information on how CMG can help you and your team better leverage AI, tools, and technology to transform, grow, and thrive: