Bourke Kelly:
Executive Director of Commerce Strategy

Leveraging Generative AI to Improve the Content Development Process

Generative AI has become a focus for many within our industry in recent months. A subset of AI-based startups are looking to transform the use of AI within the creative development process – transitioning from a world where only humans could deliver creative work that was legible and well designed to one where AI pairs creatives and machines closely together to improve outputs.

Generative AI is predicted to become ready for mainstream use around 2030, but many are still unsure about what a successful AI + creative team partnership could look like. Generative AI start-ups don’t look to remove creative inputs, but instead, free up creatives to work differently. The benefits of Generative AI are plentiful, including:

  1. Ability to deliver differentiated creative than what’s been delivered in the past
  2. Delivery of cost efficiencies throughout the creative process
  3. Ability to deliver faster development timelines than human-only outputs
  4. Facilitation of more fruitful ideation or brainstorm sessions.

Teams across CourtAvenue have been quick to explore various Generative AI startups, including Dall-E, Midjourney, ChatGPT, and Vizit.​

Generative AI startups are plugging into content development across the content creation process – from initial planning to actual content generation, production and, finally, testing and optimization. While the content generation process has seen the largest number of startups ready to revolutionize assisted copy writing and design, more of our clients are interested in understanding how AI startups can assist in the production process – specifically as it relates to automation.

We’re using AI to help jump start creative exploration for asset development, to demonstrate to clients how creative will innovate in the future and to understand expected performance of new assets prior to deployment. For example, by using AI-powered partner Vizit, we were able to infuse 10 rounds of AI-informed optimizations into the creation of ecommerce imagery – seeing a 53% increase in visual appeal for the images submitted.

While some partners are still early in the sophistication of their platforms, a brand and agency’s ability to quickly test, learn, and apply successful tools to internal processes will ensure they’re ready for a world where Generative AI applications handle more of the development process.