Harnessing AI in Digital Marketing and Media: Effective Uses and Key Challenges
By: Brooke Richardson
Generative Artificial intelligence (AI) is transforming the digital media landscape, offering new ways to create, share, and engage with content. However, the effectiveness of AI tools can vary widely based on their application. Drawing from insights shared from the recent WordPressVIP webinar, we will explore some of the strengths and ways to leverage AI in media and provide strategies for integrating AI effectively into your media efforts.
The Challenges of AI in Media
AI technology, particularly in the media industry, is still in its infancy and faces several significant challenges:
Complex Tools Lack Accessibility
Many advanced AI tools are not user-friendly, making them less accessible to professionals who may not have the technical expertise in machine learning. This complexity limits their practical use in everyday media operations.
AI and Creative Limitations
Despite advances, AI still falls short in completely understanding and aligning with the unique brand guidelines, voice, and vision of individual organizations. AI’s current capabilities are not sufficient to fully replace human creativity and insight, particularly in tasks that require nuanced understanding and emotional depth.
Generative AI's Learning Curve
Generative AI tools have shown promise in various applications, but they often require significant customization to truly be effective. They are not yet adept at comprehensively supplementing creative work where brand-specific nuances are crucial.
What AI Can Do Well in Media Today
Despite these challenges, AI is making substantial inroads in certain areas of media. Here’s what’s currently working well:
Streamlining Administrative Tasks
AI shines in automating routine and time-consuming tasks such as writing alternative text for images, conducting UX reviews, and performing content research. These applications help free up human resources for more strategic activities.
Enhancing Content Efficiency
AI tools are excellent at summarizing information, condensing extensive material into digestible pieces, rephrasing for clarity, and expanding on points to add depth. Such capabilities are invaluable for media professionals looking to enhance their content’s reach and readability.
Scaling Problem-Solving
AI can address small, repetitive problems at scale, significantly improving operational efficiency. This includes everything from error correction to style adjustments across large volumes of content.
Content Adaptation for Various Platforms
AI excels in remixing and adapting content for different channels. For instance, it can transform a single piece of content into various formats suitable for social media, blogs, or newsletters, ensuring broader engagement.
Interactive and Dynamic Content
Advancements in AI have improved real-time interaction capabilities, allowing for more engaging and responsive user experiences. Tools like text-to-speech have become less robotic and more natural, enhancing accessibility and user engagement.
Smart Link Integration
AI-driven tools can intelligently insert links that connect your content with other relevant articles, enhancing SEO and keeping readers engaged longer on your site.
Leveraging AI in Your Media Strategy
To effectively integrate AI into your media strategy, consider the following steps:
Start with Simple Tools: Incorporate AI tools that automate administrative tasks and gradually experiment with more complex applications as you become comfortable
Customize AI to Fit Your Needs: Use AI to handle repetitive tasks while keeping creative and strategic decisions in the hands of your team. Tailor AI outputs to align with your brand’s voice and guidelines.
Focus on Enhancing User Engagement: Utilize AI tools that improve the accessibility and interactiveness of your content, making it more engaging for your audience.
Use AI for SEO Optimization: Implement AI tools that can help enhance your content’s visibility and searchability through smart linking and content remixing.
Stay Informed and Up-to-Date: AI in media is continually evolving. Stay informed about new tools and technologies by participating in educational events like webinars and workshops.
AI presents both challenges and opportunities in the digital media industry. By understanding what AI can and cannot do, and strategically integrating the right tools into your operations, you can enhance your media efforts, improve efficiency, and better engage with your target audience. For practical examples and further reading on customizing AI tools for media, consider exploring resources such as Deakin University’s guide on generative AI and ClassifAI’s plugin for content.
