Generative AI Transforms Content Creation and Fuels Creative Collaboration

The Impact of Generative AI on Content Creation

Content creators have faced challenges from new design tools that make professional skills more accessible to non-experts. Yet, none compare to the influence of generative AI. Billions of dollars are being invested in AI capabilities, indicating its full potential is still unfolding.

Marketing teams are caught between protecting creative integrity, brand value, and audience trust, and the push to produce diverse content faster and cheaper than ever before. Budget constraints make AI’s cost efficiency especially attractive, while personalized customer engagement remains a top priority.

Many creative marketing teams are testing AI to find the right balance. AI spending in marketing surged from US$12.05 billion in 2020 to a projected US$47.32 billion in 2025, according to Statista. SurveyMonkey reports that 88% of digital marketers use AI daily, reflecting its widespread adoption.

Helping Hands in Creative Workflows

At Seven West Media, AI tools have become key for senior graphic designer Jessica Hankinson and her team. Their work spans print, digital, video, audio, radio, and events. For over a year, they’ve used Adobe’s Firefly generative AI to quickly bring visual ideas to life.

“It’s hard to explain visuals in words alone,” Hankinson explains. “With a few keywords, AI generates images that match what’s in our minds, much faster than sketching.” This has sped up ideation and storyboarding. The video team also uses Adobe After Effects’ AI features for audio separation and dialogue cleanup.

After attending Adobe’s Max conference, Hankinson saw demos of entire video productions generated by AI. She stresses that authenticity and audience trust remain vital. AI supports creative processes like storyboarding or mixed media, rather than replacing human storytelling.

She adds, “We monitor public response closely. As comfort with AI grows, we’ll expand its use. For now, it streamlines workflows. AI isn’t taking our jobs—in fact, content demand is creating more work. AI helps us meet that demand efficiently.”

Embracing AI Without Fear

While many fear job loss from AI, some organizations report a different reality. Challenger’s marketing team has relied on Jasper AI for two years, with positive effects. General Manager of Marketing Carly O’Keefe says the team finds content creation easier and more creative.

“We’ve refined our prompts to get better results,” O’Keefe says. Jasper also aids in repurposing content and isolating themes, saving time and reducing pressure on team members. She appreciates that Jasper is a closed system, protecting their proprietary content.

Looking ahead, AI use in content creation will likely grow with its improving capabilities. NOW Finance’s Chief Marketing Officer Chris Maccan notes they’re already using AI for social media content and first drafts. “The quality of AI-generated images and videos has improved a lot in recent months,” he says.

Maccan explains that AI lets his small, resource-limited team scale campaigns from six variants to many more. This makes personalized marketing more feasible and allows the team to think bigger and more creatively.

For creatives aiming to stay current with AI tools and techniques, continuous learning is key. Resources like Complete AI Training’s latest courses offer practical guidance on AI applications in marketing and content creation.