found that 63% of marketing leaders plan to invest in generative AI tools in the near term. This is unsurprising given the number of potential marketing uses, such as automating routine editing tasks, delivering personalized experiences at scale or employing predictive models. One important area of marketing where generative AI can have significant impact is the creative process.
Text-to-image generative AI models can help solve this problem by accelerating ideation and boosting productivity of marketing teams. To better understand such generative AI tools and how they could be used by marketing teams, I connected with Praveen Krishnamurthy, who is a Product Marketing Manager at Adobe and does research on this topic.
Second, generative AI can also save you a ton of time in rapid prototyping. If your creative team has a visual concept designed, you’d often want to test and experiment with different colors and settings. For example, if you are considering a new packaging design, text-to-image generative AI tools can offer mock-ups of a variety of visual options to choose from, including multiple color schemes, typography and imagery, making it easier and quicker to assess and iterate with different ideas.