Though the term “creative automation” may seem like an oxymoron, it actually has nothing to do with using technology to generate creative ideas. Rather, it’s about leveraging tech tools to help creative professionals fully tap in to their talents and imagination.
Creativity is a uniquely human quality and no matter how advanced artificial intelligence may become, technology will never be able to generate ideas informed by imagination. But what it can do is liberate humans from the tedious tasks that all too often stifle creativity, especially when it comes to the production of .
That’s where creative automation comes into play, enabling designers to fully tap into their talents without being distracted by repetitive administrative and production work. Today’s most successful marketing teams are taking advantage of these tools to increase their creative capacity, scale their content production and ultimately boost campaign ROI.
Why Scaling Content Creation Is Crucial
Thanks to the emergence of automated ad tech like , it’s become relatively simple to deliver highly targeted and engaging ad content to customers based on a wide variety of user-specific data, such as location, weather, device type and buying behavior. While this innovation has been a game changer for many marketing organizations, it means producing large volumes of creatives in multiple formats and styles. Businesses that cannot meet this demand are at an immediate competitive disadvantage, which really puts the pressure on their creative design teams to deliver.
The solution? Increasing the design team’s creative output capacity by automating the monotonous, manual tasks that drain their time and energy. These creative automation tools do not replace or supersede a designer’s creative work. Instead, they relieve creative professionals of the work that can be just as easily handled by a machine, such as image editing, design sharing, copy trafficking and asset management. With these lower-skill tasks taken care of, designers, copywriters and other creative professionals can fully focus their attention on developing the clever campaign ideas that only human beings can create.
Creative Automation’s Big Benefits
While it’s arguably the most valuable advantage for design teams, creative automation does more than simply boost the output of creative content. It also helps optimize other aspects essential to a marketing organization’s success, including:
Improving Connectivity Among Teams
Keeping Content On-Brand
Must-Have Creative Automation Tools
There are also easy-to-use tools to help teams maximize campaign performance by aggregating data on creatives across platforms, enabling creative production and optimization at scale. With , for example, teams receive deep, actionable insights in real time to help determine how specific creative elements such as how logos, text treatments, copy, and colors are impacting KPI.
While creativity itself cannot be automated, creative automation can be used to streamline the digital design process and free creative professionals from grunt work. This allows them more brain bandwidth to produce the innovative and impactful design work that drives high-performing campaigns. Though the term “creative automation” may seem like an oxymoron, it actually has nothing to do with using technology to generate creative ideas. Rather, it’s about leveraging tech tools to help creative professionals fully tap in to their talents and imagination.