The Future of Content Creation
It's no secret that a revolution is on the horizon when it comes to how marketing content is created. Generative AI (GenAI) is transforming the landscape, but the question remains: how can companies ensure that their content—whether human-crafted or AI-generated—stays consistent in its message, tone, and style?
The Rise of GenAI
Since the launch of ChatGPT, GenAI seems to be everywhere. Has anyone else noticed the flood of extra emojis on LinkedIn lately? I can't help but wonder if this surge coincided with the introduction of the "Rewrite with AI" feature—sounds like more than a coincidence, right?
Generative AI is the most powerful tool for creativity that has ever been created. It has the potential to unleash a new era of human innovation.
Elon Musk
Yet, according to McKinsey, only 33% of companies were using AI-generated content in 2023. While that number is growing, I suspect the slower uptake stems in part from concerns about brand integrity and relevance.
Powered by AI
It's not just GenAI reshaping the future of content creation. AI also plays a crucial role behind the scenes, from drafting briefs to validating content against brand policies, and even suggesting the best channels or audience segments to target. The companies that leverage AI to optimise workflows and amplify human decision-making will be the real winners over the next few years.
Enter Sitecore Stream
Just yesterday at the Sitecore Symposium, Sitecore Stream was unveiled, combining the power of AI with your brand's unique palette, guidelines, tone, and values. It promises a brand-aware AI model complete with enhanced workflows and generative assistants. I genuinely can't wait to see what our customers will achieve with these new capabilities!
The Future is Now
In fact, some customers have already started. A few Content Hub implementations are now integrated with AI image generation services to create content from scratch and generate variants of existing digital assets.
Indeed, it was announced at Symposium that Nestlé is already utilising Sitecore Stream to provide an AI brand assistant capable of answering questions like "Can you tell me the approved colours of Nescafé", or "Tell me more about Nescafé's brand history".
Final Thoughts
As AI continues to mature, the gap between technology and creativity is shrinking. Far from replacing human ingenuity, AI tools like GenAI and Sitecore Stream are empowering marketers and creatives to focus on what they do best—crafting impactful, authentic stories—while letting AI handle repetitive tasks and complex data insights.
The future of content creation isn't a choice between human or AI—it's about finding harmony between both. Companies that embrace this blend of AI-enhanced workflows will be best positioned to maintain brand consistency, accelerate innovation, and stay ahead in a rapidly evolving digital landscape.
P.S. I may have used some AI-assistance in writing this blog 😉.