Find-and-Replace Capabilities

For many organizations, change is a constant — branding updates,

acquisitions, mascot updates, product launches, etc., lead to small, but
continuous design changes. This can be a major pain for marketing and
creative teams, who are responsible for making those updates across all
pieces of content — website pages, PDFs, print materials. Not only is this
incredibly tedious, it also leaves the organization susceptible to human error
that can lead to market confusion and brand deterioration.
As AI begins to understand design files, like InDesign and Photoshop, AI
models will be able to learn to make these kinds of updates instantaneously.
Similar to the find-and-replace feature available for Word documents, AI
will be able to recognize a new version of an asset — for example, a logo
— and replace the previous version across all design files. These revisions
could then automatically be replaced in the organization’s 
digital asset management system as a new version.

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Outdated Collateral Identification

Managing discontinued products is another thing that can take up a

significant amount of time for marketers. While this is often most
associated with the retail industry, it’s also applicable across many more
industries. The hospitality, technology and manufacturing industry, for
example, all handle their own form of closures, discontinuations or
“sunsets” of products. When a product is discontinued, so begins the
painful task of hunting down and removing the product from each and
every piece of collateral. It can be tireless and thankless work, but very
necessary.
In the not too distant future, it’s likely that AI models will be trained to
identify and flag pieces of collateral that contain discontinued items. Using
the advancements already being made with customized AI capabilities, AI
models would understand how to recognize the product by its physical
characteristics, as well as associated SKU number, name and price. When a
product is labeled as discontinued, the model could then quickly scan all
advertisements, catalogues, pricing sheets, etc., and notify the marketing
team of which pieces need to be updated.

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Image Personalization
Content personalization is already a well-known application of artificial
intelligence — one that’s being taken advantage of by many marketers
today. Using customer data, history and preferences, AI models can 
predict which pieces of content will resonate with each individual customer
and serve up that content. While this is applicable for blog posts, videos,
ebooks and other text-based content, AI is still yet to offer content
personalization for images.
This will likely change in the coming years. Artificial intelligence has had a
huge impact on images as of late, enabling the auto-tagging of images with
critical information like object, colour and text recognition. Using these
additional pieces of information, there’s no reason that an AI model
couldn’t surface images in each customer’s preferred style, colors, etc.
When connected to a digital asset management system, it would also open
up the AI model’s ability to select from each and every image available in
the organization.

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Asset Suggestions

Suparman Widjaja, technology manager for Verizon's creative marketing

group, shared his insights on how artificial intelligence could help optimize
campaign success.
“There are so many opportunities to use artificial intelligence in our
industry — specifically, to expand into more marketing and creative use
cases. For example, AI could help our team predict the success of certain
assets based on campaign goals, and identify assets that would be more
successful based on campaign attributes, target segments, season, etc. As
we measure the outcomes of these campaigns, we could feed the output
back into the AI engine to continually improve its accuracy.”
He continued, “I'd like to be able to train models to analyze our copy and
assets to help identify a strategy for each campaign. These kinds of output,
while unable to replace human creativity, can significantly reduce the time
we spend deciding on the focus for our creative work.”