Unlocking the Potential of Generative AI for Efficient Creative Processes
Updated: 10 hours ago
We've all been intrigued by the potential of generative AI to revolutionize the creative process.
"It's here to help you, not replace you."
"Don't miss out on the benefits of using generative AI."
"Discover 10 generative AI tools for {{insert creative here}}"
While these promises are enticing, many creatives haven't fully embraced generative AI in their daily workflows. They appreciate the novelty and entertainment value, but struggle to find practical applications that make a meaningful impact on their work.
In this post, we explore the limitations of using generative AI tools for on-brand personalization and discuss how Creative Automation (CA) can complement and enhance emerging AI capabilities to deliver truly efficient creative processes.
Challenges with generative AI tools
Whether you're designing a website or crafting display ads for a local business, generative AI tools face common challenges in on-brand use cases:
Brand consistency: Ensuring on-brand design straight out of the box is a tall order for generative AI tools. Oftentimes, brand guidelines prove too rigid for these tools to support complex image generation. Consequently, generative AI is limited to creating simulated scenes, simple graphics, or individual design elements, which may not offer a compelling value proposition at scale, particularly when additional adjustments are required.
Quality control: Generative AI-produced assets may require significant manual review and editing to ensure that the final output meets quality standards and effectively communicates the intended message. This process can be time-consuming and may negate some of the efficiency gains promised by AI-driven creative solutions, especially if editing is required.
Hard to scale: Generating multiple design variations for approval is a common marketing campaign requirement. However, generative AI tools aren’t at the point where they can generate multiple on-brand variations to satisfy diverse needs, especially when operating on a large scale. This limitation may ultimately hinder the effectiveness of marketing campaigns and requires additional automation to achieve the desired outcome.
Bridging the gap with Creative Automation
Generative AI design tools face limitations in terms of technology maturity and flexibility. However, Creative Automation can help bridge these gaps through the support of on-brand image and video templates, enabling scalable and efficient creative processes. By mapping every design element to a spreadsheet column and using cell inputs fed with AI-edited copy and assets, CA produces on-brand creatives that you control end-to-end and at scale.
Consider how CA addresses the challenges associated with generative AI tools while ensuring on-brand output:
Brand control: CA offers you full control over all design elements by supporting templates created in popular Adobe design tools. This guarantees that your output aligns with your brand identity. Whether you create the main image yourself or utilize DALL-E to generate it, you have the power to determine its placement, size, animation style, and final appearance.
AI + dynamic templates: CA streamlines tasks such as resizing, moving, and translating visual elements across different aspect ratios for all your audiences, products, etc. by employing proprietary AI such as SmartCropping and OutPainting. This approach enables quick bulk edits using generative AI for your content variations, while dynamic templates help ensure the produced design variations are on-brand.
Streamlined QC processes: CA simplifies the process of testing and delivering multiple design variations required for personalization. AI tools like Fontjoy can offer inspiration for template typography while ChatGPT can generate localized translations of your ad copy for various audiences. Generating and testing on-brand design variations is then as easy as editing a spreadsheet, allowing you to efficiently present a range of options to your team that you know can scale to all of your audiences.
The synergistic future
Combining the strengths of generative AI and Creative Automation enables creative professionals (and the marketing teams they support) to effectively harness the potential of generative AI in streamlining creative workflows for on-brand personalization.
While the state of the art in generative AI is evolving quickly, brands will be challenged to balance the tension between generative media, brand authenticity, and audience relevance.
Today, the synergistic approach of leveraging generative AI together with Creative Automation offers a powerful solution to unleash on-brand creativity at scale.