{"id":112302,"date":"2023-08-02T13:00:00","date_gmt":"2023-08-02T18:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/ai-for-content-brand-alignment-in-the-age-of-generative-media-2\/"},"modified":"2024-12-21T05:53:11","modified_gmt":"2024-12-21T10:53:11","slug":"ai-for-content-brand-alignment-in-the-age-of-generative-media-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/ai-for-content-brand-alignment-in-the-age-of-generative-media-2\/","title":{"rendered":"AI for content: Brand alignment in the age of generative media"},"content":{"rendered":"

With the rise of generative media, DAC\u2019s strategists and creatives can\u2019t help but feel a thrill of excitement imagining the myriad ways this technology could be harnessed to help bring our ideas to life. But mixed in with the excitement is (or should be) a healthy dose of trepidation about the possible pitfalls of creating AI-generated content at scale.<\/span>\u00a0<\/span><\/p>\n

It\u2019s a bit like the excitement of standing at the top of a waterfall, eager to dive into the beautiful water below. It\u2019s beautiful, yes, but there could be danger lurking below the water\u2019s surface. Our role as content specialists is to make sure this swan dive doesn\u2019t exact a price we\u2019re unwilling to pay\u2014revolutionizing content creation at the cost of our guiding beacons: brand integrity and alignment.<\/span>\u00a0<\/span><\/p>\n

What is brand alignment and why does it matter?<\/span>\u00a0<\/span><\/h2>\n

Brand alignment refers to the strategies and measures implemented to keep all your company’s communications, visuals, and interactions in line with your brand promise and identity. In the age of AI-generated media, brand alignment considerations must now evolve to include training our AI tools to ensure all generated media both aligns with and champions the brand effectively.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

Once we establish those guardrails, the first thing we start with is a blank piece of paper. No ideas, no copy yet. How will we use AI? Well, we use it for gathering vast amounts of information. We use it for quick visualizations. But really, it comes down to the human mind to come up with that spark and build on it; to find that emotional connection that resonates and connects to the audience.<\/span>\u00a0<\/span><\/p>\n

So, let\u2019s take writing a blog post as an example. We would be given a topic by <\/span>strategy<\/span> that is of interest to a certain audience. Instead of researching it through multiple sources, we can now use <\/span>ChatGPT<\/span><\/a> and other AI tools to take care of much of the heavy lifting required. Now we only need to fact-check what we want to use, leaving us free to fine-tune the article to the specific interests of the audience (connecting with them emotionally, not with generic copy) and make sure it is on brand.<\/span>\u00a0<\/span><\/p>\n

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Source: ChatGPT<\/p>\n

How to steer AI in the right direction<\/span>\u00a0<\/span><\/h2>\n

When it comes to defining and ensuring brand alignment for a client, strategic and <\/span>creative<\/span> functions have to collaborate. Together, they craft the blueprint for the AI to follow. Early generative media outputs have demonstrated that AI can be an extremely enthusiastic and prolific content generator\u2014but without the proper guidance, this abundant output may miss the mark for the brand, instead veering into murky territory.\u00a0<\/span>\u00a0<\/span><\/p>\n

As generative media has become commonplace, many brands are rightly concerned about if content generated by AI can truly serve the same purpose as human-created assets. This is where strategy and creative play a crucial role in guiding the AI and translating nuanced requirements into a language it understands in order to generate the right content and creative.\u00a0<\/span>\u00a0<\/span><\/p>\n

In practical terms, this may look like re-engineering brand guidelines and tone and voice directives into efficient and clear prompts that provide the context and guardrails necessary for the AI to produce useful, on-brand content for clients. And despite evangelists\u2019 more optimistic projections, even the most sophisticated AI is currently no match for human intuition; it\u2019s like expecting a weather app to understand why we feel uplifted on a sunny day. Strategists and creatives add a vital layer of understanding and interpretation to the AI output, adjusting and refining it to safeguard against content that might be technically correct but fails to account for context, nuance, endorsement implied by the proximity of content placement, and evolving social sentiment.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

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