Marketers Put More Content, Quality Control in the Hands of AI

Marketers are growing more comfortable with letting generative artificial intelligence assume the voices of their brands.

- Patrick Coffee

The work often involves AI agents, which are a series of interconnected AI entities, that perform different tasks in the marketing chain, as the industry inches closer to a day when proponents say AI will develop, produce and even approve entire campaigns with little or no human intervention.

"You're going to relinquish control. It makes too much sense," said Noah Brier, co-founder of AI-focused consulting firm Alephic. Building better AI tools to evaluate the work of other AI tools will be key, since the amount of marketing content being generated is already too great for proper human review, Brier said.

But brands aren't waiting for perfection.

Prudential Financial recently addressed the challenge of producing large volumes of personalized content by working with Adobe and AI startup Gradial to create a virtual employee.