Generative AI may be the magic potion small marketing agencies have been waiting for

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Gartner recently released its list of 7 Technology Disruptions That Will Impact Sales Through 2027. One was Generative Artificial Intelligence. Gartner defined generative AI as AI that “learns from existing content artifacts to generate new, realistic artifacts that mirror characteristics of the training data, but do not repeat them.” Simply put, it can output entirely new content like images, videos, text, and code with very simple inputs.

Generative AI will completely change the marketing landscape, among many other areas. For example, entering any combination of descriptors in OpenAI's DALL·E 2 and AI creates realistic and/or artistic images. In fact, the title image for this piece was created using this technology, by simply typing the phrase: "How generative AI will help marketing teams around the world". Suddenly, any business can become a creative one-stop shop with tools that can increase efficiency and creativity.

With nearly limitless possibilities, what does this mean for professionals and their job security?

While new AI tools are changing marketing, they are not entirely replacing human marketers. In almost every AI company I represented in my communications business, computational intelligence was there to augment people's capabilities – but not completely supplant it. While AI's ability to make new things possible was unmistakable, these tasks were best executed with an expert's touch at the end to make the final decisions.

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Here are three ways to increase the reach of a marketing company using new AI tools while keeping professionals in the creative driver's seat.

Foster limitless brainstorming potential with generative AI

Few things haunt a marketer more than a blank page, and often the first step is the hardest. This is where generative AI can come to the rescue. According to a Sequoia Capital blog, this technology will help users "thrive from a tight iterative creative cycle between human and machine." These accelerated cycles can be very beneficial at the start of any initiative.

If a visual project needs inspiration, programs like DALL-E 2 or Stable Diffusion can quickly generate images from text prompts. These distinctive works can either fuel new creative ideas or be the starting point that visual artists can build on. For the linguistically minded, products like Jasper and Copy.ai use generative AI to help get marketing copy ideas flowing. Not only can these increase anyone's imaginative capacity...