Imagine a world where every article is tailored to your interests, where every visual and video content is so personalized that you feel like it was created just for you. Sound like science fiction? Maybe not for long. With the advent of artificial intelligence, the world of content and marketing is changing literally before our eyes. But what will be the role of humans in this new era? Will we remain mere custodians of AI tools, or will we still play a key role in creating engaging and inspiring content? That's what we asked the speakers at this year's ContentX conference.
Robotic AI-generated content is hitting its limits
Artificial intelligence is definitely a useful tool that can generate text, images, even entire web pages. It can save us a lot of time and energy when doing routine tasks or analysing large amounts of data.
Despite its progress, AI still cannot fully replace human creativity. It lacks empathy, emotion and the ability to tell stories and understand the subtle nuances of human language. AI can create text that is grammatically correct but lacks soul.
The move away from generic AI content is aptly summed up by Jan Ambrož, UX Director at VML: "Robot content fatigue will set in and there will be a demand for AI free content. Just like today people prefer personal customer care or food without ethics."
Even if AI takes over some tasks, human input in content and marketing will remain irreplaceable. What marketers agree on is that only humans bring these factors to content creation:
- Creativity: in particular, the ability to generate original ideas and thoughts.
- Empathy: They can understand the needs and emotions of their target audience.
- Critical Thinking: They have the ability to evaluate AI outputs and decide what is appropriate to use.
- Strategic Management: They can create content that aligns with the overall marketing strategy.
We will pay a premium for quality content
In an era of generic content overload, more and more users will easily pay for quality and useful content. Forendors founder Denisa Hrubešová says: "Czechs are really willing to pay for content. Especially for podcasts and content newsletters."
In the future, she also sees the fact that there is a shift away from generic AI texts to truly useful content that is created for people and saturates their needs as a positive.
Indeed, even in an age where we rely on technology, the human factor remains key. Above all, the ability to build relationships, tell stories and understand users' needs.
This is also what František Suchan, co-founder and director of content at Bez frází, will talk about in his lecture: "In the environment I am in, i.e. top sports, organisations are gradually opening up and showing what is happening behind the scenes, which the viewer has not had the chance to see until then."
Thanks to social media, we are also able to react much more quickly to current events. "It's incredible how quickly people can create entertaining content around breaking news, specifically in a world that often feels overwhelming. For example, during the Olympics, the meme work was really bombastic - creative, topical, just pure entertainment," said Mike Martin Chief Creative Office at Ogilvy.
And entertaining content will also be the focus of a talk by Vilém Franěk and Jan Cón, who form the core of Martin Mikysks's team known as Mikýř. Among other things, they will talk about how the communication of Mikýř's participation in Surivor was prepared and whether they planned to troll Nova. In addition, they will also show off numbers from the crossmedia campaign.
The ContentX conference will take place on October 2, 2024 at the WPP Campus in Prague 7. The speakers will present information about content creation, management and evaluation during 12 lectures. In addition, there will be more than ten workshops where it will be possible to try out various marketing disciplines. Further information is available on the event website, where tickets can also be purchased.
Source: mediaguru.cz
