Implications of Generative AI on Marketing Content Generation

Geno Schellenberger, Co-Founder

I truly believe generative AI is the single biggest disrupter in modern history since the invention of the internet.

As someone who engages daily with marketing and advertising professionals, hosting one of the leading advertising podcasts in the world, nearly every conversation I engage in discusses generative AI and its transformative potential. Having just attended Advertising Week in New York, the buzz around AI remains pervasive and captivating. In 2022/2023, the sentiment around AI was largely shrouded in mystery. There was an air of uncertainty—questions about how far it could go and whether it might entirely displace creative and media professionals in advertising. However, as we reach 2024 and look ahead to 2025, it is clear that AI is no longer a distant concept but a permanent fixture in the marketing and advertising landscape. It’s shifting how we work, think, and create content, marking a fundamental transformation in our industry.

Regarding content creation, we are witnessing the proliferation of AI-generated outputs at an unprecedented scale. Today, a single person can draft an entire novel with ChatGPT in just one day. Tools like Opus Software allow users to generate 50 short-form videos from a 30-minute recording with the click of a button. This surge in capabilities means that agencies and brands are not just competing with each other; they’re up against solo creators and entrepreneurs who can flood their market segments with highly polished, SEO-optimized content. This new dynamic has democratized content creation and shifted the competitive advantage toward those who can leverage AI effectively.

How will Generative AI impact personalized communications vs mass communications?
In my opinion, these two concepts are no longer mutually exclusive. With AI today, it’s possible to generate mass content that remains personalized. This is due to AI’s ability to analyze vast amounts of data, understand consumer behaviors, and adapt messaging accordingly. The idea of choosing between mass and personalized communications will likely become irrelevant within the next five years because AI blurs that line completely. We can now produce content at scale while tailoring it to the individual, creating a seamless blend of the two approaches.

How can brands get ahead?
So, who holds the advantage in this evolving landscape? Or rather, how can brands stay ahead? I firmly believe that before brands dive into mass-generating personalized content, they must have a clear sense of their identity and their position in the world. It comes down to the fundamentals we teach and learn in academia. A strong brand foundation is essential, followed by a deep understanding of the target audience. Only then should AI-driven content creation and mass media strategies come into play. While AI enables brands to reach diverse segments, it’s crucial to prioritize specificity. Even within traditional audience segments like Gen-Z aged 18-24 in Chicago, there’s substantial variability. With AI’s data analysis capabilities, there’s no excuse not to create filtered, targeted content that resonates with the multitudes of subgroups within that broader segment.

Where we stand now, at least in terms of Gen-Z, is quite interesting. This cohort seems adept at detecting AI-generated content, yet when I speak with college students studying advertising across the nation, there isn’t significant resistance to it. They don’t mind AI-generated messaging as long as it delivers the right content to the right audience. AI’s ability to synthesize large amounts of information quickly is unmatched. What we’re finding is that Gen-Z embraces generative AI as a tool to summarize and break down complex long-form content, saving them time and highlighting the essential takeaways.

Therefore, if AI is used to streamline and condense valuable information in this way, we can address skepticism effectively. Additionally, if we focus on saving people time and reducing cognitive load by providing clear, actionable insights, we may actually enhance brand affinity. From an ethical standpoint, I also believe that as long as AI-generated content is created using primary data obtained legally and ethically, or derived from reputable secondary sources, there should be minimal ethical concerns. Transparency, data integrity, and a clear sense of purpose in content creation will be key to curbing any potential backlash or mistrust.

Takeaways
As we move further into the era of generative AI, it’s essential to understand its impact and adapt proactively. For anyone trying to break into advertising, branding, or entrepreneurship, getting comfortable with the tools of the trade is no longer optional—it’s critical. Tools like ChatGPT, Opus Software, Perplexity, Descript, Google LM, and many others are revolutionizing the way we create and communicate. Embracing and mastering these tools will be a fundamental step toward staying competitive in this evolving landscape.

For current employees and managers, I recommend conducting an audit of your workflows to identify the biggest pain points. Is scheduling meetings a hassle? Solutions like Calendly integrated with Zapier can streamline that. Identify the most challenging or time-consuming processes in your work and explore whether there are AI-driven tools that can solve them with a click of a button—because in most cases, there probably is.

Lastly, generative AI can be a powerful ally for content creators in brainstorming new content ideas. This approach is just as valuable for brands, who should consider investing in creators adept at using AI to generate fresh, engaging content. AI opens up a limitless pool of topics that consumers find interesting. By generating hundreds of content ideas, creators can then inject their personal knowledge, experiences, and unique perspectives to bring those ideas to life, maintaining the human connection that audiences value.

Overall, my advice is to find a niche you are passionate about—one that solves a real problem and resonates with an audience willing to pay for your services. Leveraging AI and content creation tools can unlock your potential and help you reach thousands of people. The combination of passion, a clear value proposition, and strategic use of AI can be a powerful formula for success, enabling you to turn your dreams into reality while making a meaningful impact on others.

In essence, the future of marketing, advertising, and content creation belongs to those who can combine the efficiency and capabilities of AI with human creativity and authenticity. The opportunities are endless, but success lies in strategically using these tools to amplify—not replace—the human touch that makes brands and creators stand out.