Only 55% of marketing teams can keep up with the ever-escalating demand for content today. Generative AI (GenAI) is rapidly becoming a viable part of the solution to this challenge—but are marketing organizations ready? Explore five questions that marketing leaders should ask themselves before implementing and scaling GenAI solutions for their content supply chain.
Great content generates powerful business results—and marketing leaders know it. According to our research, over the past year, 9 out of 10 marketing leaders cited a noticeable increase in the importance of delivering impactful content. This can include website copy, banner ads, campaign emails, social media, and much more. Interest in GenAI is growing to both keep these content pipelines full and to deliver more personalized content at higher volumes.
Our research also revealed that early adopters of GenAI for content production are more likely to report that their content marketing strategy is highly effective—a whopping 30% versus only 8% of companies who have yet to adopt. But successful experiments are different from fully implemented enterprise workflows. Below are the five critical questions you should ask to ensure your marketing organization is ready to integrate Generative AI into your content supply chain.
Are your content creation workflows ready for GenAI?
Here are five questions to consider first:
Question 1
Does my organization support a robust test-and-learn approach?
“Set it and forget it” is not the end goal of implementing GenAI. Instead, it should always be treated as a collaborator, continually helping your marketing teams elevate the speed, insights, and creativity of their content supply chain initiatives. It is crucial that a robust test-and-learn approach is supported across the enterprise and from the top down. This way, you can try out a variety of ways to implement GenAI into your content production workflows, deploy A/B testing on content releases, and adapt campaigns over time as you collect insightful data.
Question 2
Do we face major obstacles in our current content supply chain?
Examine your entire content production process to determine if any roadblocks could hamper the efforts of GenAI integration. By getting a head start on an overall process QA from multiple roles across the team, you can identify and clear up any issues in your existing workflow before implementation and ensure a smooth rollout.
Question 3
Have we established content moderation processes with a Human in the Loop approach?
When you begin to implement GenAI tools, it is extremely important to use your content leads as moderators from day one. This will ensure that your Generative AI workflows deliver content that is accurate and consistent with your organization’s brand voice and strategic goals. While many aspects of your content supply chain can be automated and improved with GenAI, the creative vision and strategic oversight of experienced humans remain critical to maintaining content quality, brand safety, and consumer trust.
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Question 4
Do we thoroughly understand the end-to-end user journey for the market segments we target with personalized content?
Unlocking the full power of GenAI for your content production requires deep knowledge of every touchpoint and interaction that a customer may have on their journey to purchase your product or service. Be sure you have access to the right customer data insights to identify the right moments for personalization and deliver the right content through the right channel—and then do it at scale. Content automation requires a tech stack that integrates customer data with detailed workflows and robust channel coordination. GenAI can help improve each of those components, but first, organizations need to understand how these components interact across the complete customer lifecycle.
QUESTION 5
Does my organization have a history of successfully adopting, deploying, and managing machine learning and/or autonomous marketing?
Previous experience working with machine learning and AI can increase the likelihood of success integrating GenAI into your organization’s content supply chain. If your teams and systems have previously implemented similar leading-edge features in other workstreams, you have already explored the pros and cons of such an undertaking—and you have already received buy-in on smart technology from key stakeholders. Most importantly, your organization has already gained a deep understanding of all potential governance and legal risks associated with using this technology, including data privacy, intellectual property, copyright law, cybersecurity, and more.
How ready is your marketing organization for Generative AI?
Invest | Experiment | Aspire
Below are the key areas to invest in now, experiment with soon, and aspire to reach to optimize the impact of your Generative AI investments.
Implement core capabilities such as a content and asset management solution that harnesses customizable, remixable assets across email, social media, web, and programmatic ad categories.
Focus on smaller use cases to kickstart your GenAI content supply chain transformation. These can include implementing it for email copy or website landing pages or using GenAI to build customer personas for your different customer segments. This way, you can create personalized copy based on the tone and style most likely to resonate with that persona. Additionally, you can A/B test segmented campaigns with AI-generated intro copy to gather insights about which styles of GenAI-developed content perform best with different audiences.
When looking at big-picture desires for an organization’s GenAI implementation, one huge opportunity is to use the technology to personalize and automate your nurture email campaigns. A personalized email strategy encourages the right next-best action for each customer based on all their known interactions with your organization. You can use GenAI to iteratively optimize the content, images, and channel selections based on user intent signals in your collected data.
If you are just starting your GenAI journey, the decisions you make today will help determine how much and in what ways it can create value for your content supply chain operations down the line. It is important to ensure that the right tools, capabilities, processes, and priorities are in place for your goals, and you have a clear vision for high-impact use cases.
About the authors
Trinadha Kandi is a managing director and the leader of the Advertising, Marketing & Commerce practice at Deloitte Digital, a global leader in digital transformation and innovation. He has over 20 years of experience delivering data-driven marketing solutions for clients across various industries, leveraging his expertise in marketing technology, data, and AI.
Jenny Kelly is the head of content for Deloitte Digital where she brings over 15 years of experience creating compelling content that connects audiences with brands. Jenny also leads our GenAI efforts for Advertising and Marketing, helping brands understand how GenAI will transform their business.
Mike Brinker is a principal at Deloitte Consulting LLP and a US Deloitte Digital performance marketing leader. He works with talented teams to help clients define their digital strategies and implement the technical solutions to realize their vision. These solutions include a spectrum of digital capabilities woven into proven business and technology consulting.
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