The creation and consumption of information have never been so dynamic. In a scenario where news feeds on social media are constantly updated, the production of quality content that stands out and engages the audience becomes an increasing challenge. The answer to this demand is increasingly in Artificial Intelligence (AI), that consolidates as an essential tool for generating impactful and relevant content
A recent report from Clevertap, digital marketing platform specialized in user retention and engagement, reveals that 71,4% of marketing professionals claim that AI is widely used by content teams. This statistic underscores a growing trend: AI has moved from being a futuristic vision to becoming a present and essential reality in digital marketing
Marcell Rosa, General Manager and Vice President of Sales in Latin America at Clevertap, highlights that one of the main advantages of using AI is the ability for large-scale personalization. "Through the analysis of user data", AI can create highly personalized content that resonates with the target audience. This not only increases engagement, but also strengthens the connection between the brand and the consumer,"explains Rosa"
Besides customization, AI brings unprecedented efficiency to the content creation process. Automatic text generation tools, like GPT language models, are capable of producing articles, blog posts and video scripts in a matter of minutes. This allows marketing teams to focus on more strategic tasks, how the definition of themes and the analysis of results,adds the specialist
Contrary to the belief that AI poses a threat to human creativity, Rosa argues that technology, in fact, expand creative horizons. "When analyzing large volumes of data", AI can identify emerging trends and provide insights that could go unnoticed. This ability to 'think outside the box' allows brands to innovate in their content strategies, creating unique and captivating narratives,"observes
As AI technology continues to evolve, the integration between humans and machines in content creation should intensify. "The tools will become increasingly sophisticated", providing efficiency and new forms of creative expression. However, it is crucial to remember that technology is a tool, not a substitute for human touch. Success in using AI to generate content lies in finding the right balance between automation and authenticity,"concludes Marcell Rosa"
