Let’s start by busting a common misconception: You don’t need a Fortune 500 budget to leverage the power of Generative AI. In fact, affordable and scalable AI solutions are now well within reach, making streamlined workflows and superior content quality achievable for organisations of any size.
In this article, we’ll explore how some of the world's leading brands are using Generative AI to revolutionise creative tasks—from crafting perfect product descriptions to automating entire marketing campaigns. But here’s the exciting part: each case study is paired with practical strategies that you can adapt to your own business. The goal? To inspire you and show that with the right approach, you too can harness the same groundbreaking technologies to innovate, save time, and thrive.
How to use Generative AI Agents for creative tasks.
Generative AI agents are not just used for customer support and workflow automation. They can also be used to help you streamline creative tasks, from compelling visuals to generating product descriptions. By leveraging the capabilities of creative agents, you can boost productivity and empower your workforce to tackle creative challenges with ease.
Typically, these GenAI agents are integrated into marketing teams, audio and video production units, and other creative areas within an organisation. Whether you need captivating social media content or polished multimedia assets, generative AI can become a key partner in your creative processes. Now, let’s explore some inspiring real-world examples and discover how you can apply these principles to supercharge your own business operations.
Belk E-commerce: Automating Product Descriptions for Consistency and Quality
Belk, the American department store chain, faced a common yet significant challenge: writing and maintaining consistent product descriptions across a vast online inventory. By partnering with Google, Belk integrated generative AI to automate 90% of this content creation process. The result was a unified brand voice, boosting both customer engagement and operational efficiency.
Richard Spencer, Belk's Chief Information Officer, described how AI-generated product details align with the "Belk voice," significantly improving the quality and consistency of messaging while allowing their staff to focus on more strategic roles.
How to Implement This in Your Own Business
If you run an e-commerce venture, consider using generative AI to streamline content creation. Here’s how:
- Start with Templates: Design content templates that highlight essential product features, benefits, and unique selling points.
- Leverage AI Tools: Affordable AI platforms can help produce content aligned with your brand’s voice. Tools like Copy.ai or Jasper can serve as great starting points.
- Maintain a Human Touch: Implement a quality control system where humans review and refine AI-generated content. This preserves authenticity and ensures consistency.
For a seamless transition to AI-enhanced content creation, consider how Calls9 could assist in tailoring the best tools for your business.
Mango: AI-Generated Models Revolutionising Fashion Campaigns
In July 2024, Mango, a global fashion retailer, adopted AI-generated models for their advertising campaigns. By doing so, they were able to create high-quality visual content faster and at a lower cost. The AI models could be trained to represent various collections, from teen fashion to more mature styles, enabling a blend of efficiency and creativity.
CEO Toni Ruiz pointed out the strategic benefits of this approach, highlighting the reduced need for expensive photo shoots and the agility to launch campaigns rapidly. Mango's creative teams found that Generative AI could work harmoniously with human designers to develop captivating visuals and mood boards, resulting in campaigns that maintain a human touch but with AI-enhanced speed.
How to Apply This Strategy in Your Business
For product-based businesses that rely on compelling visuals, generative AI can be transformative:
- Diverse and Realistic Imagery: Use AI to generate images of your products in various environments. For example, furniture brands could create scenes that appeal to different tastes, from minimalist to rustic.
- Cost-Effective Campaigns: Instead of costly professional photoshoots, AI-generated imagery offers flexibility and creativity at a lower price.
Amazon Prime Video: Enhancing User Experience with X-Ray Recaps
Amazon introduced X-Ray Recaps, an innovative feature on Prime Video that summarises TV content using generative AI. This tool analyses video segments and subtitles, creating easy-to-understand summaries of entire seasons or individual scenes. It makes complex narratives more accessible and enhances user engagement by offering detailed overviews without needing to re-watch.
How to Leverage This for Your Business
If your business offers content, generative AI can help deliver insights succinctly:
- Educational Platforms: Use AI to generate summaries of course materials, making it easier for learners to grasp essential points.
- Content Providers: Summarise long reports or articles to enhance user engagement and understanding.
Carrefour: Automating Social Media Campaigns with GenAI
Carrefour introduced the Carrefour Marketing Studio, a generative AI platform designed to automate personalised marketing content for social networks. By leveraging extensive data on consumer preferences, this Generative AI agent crafts messages for platforms like Facebook, Instagram, and Google Ads, ensuring each campaign is precise and impactful.
With future plans to extend these capabilities to audio content for YouTube and radio, Carrefour is at the forefront of using AI to streamline and innovate its marketing strategies.
Applying This in Your Business
For some businesses, automating marketing content may seem out of reach, but generative AI tools make it more accessible:
- Tailor Content for Your Audience: By using Generative AI to create social media content, you can ensure each post resonates with your audience.
- Save Time and Boost Efficiency: Automate repetitive tasks and focus on engaging with your audience. Feed your AI model with data about your products and consumer behaviour for precise, relevant output.
Calls9 can provide guidance on the best Generative AI solutions for your business, from off-the-shelf tools to bespoke developments.
Hearst Newspapers: Optimising Content with AI
Hearst developed an AI tool named Producer-P to assist journalists with audience optimisation. It offers suggestions for SEO-friendly headlines, URLs, and more, powered by OpenAI’s GPT models. Importantly, Hearst maintains a robust human-in-the-loop system, ensuring quality and ethical standards. Their method has proven effective, with AI-driven content often outperforming traditional articles in engagement metrics.
Bringing This to Your Business
For content-heavy operations, AI can be a powerful ally:
- SEO and Content Creation: Use AI to draft headlines and optimise content for search engines, saving valuable time.
- Human Oversight: Keep AI suggestions aligned with your brand values through active human engagement.
Getting Started with End-to-End AI Transformation
Partner with Calls9, a leading Generative AI agency, through our AI Fast Lane programme, designed to identify where AI will give you a strategic advantage and help you rapidly build AI solutions in your organisation. As an AI specialist, we are here to facilitate the development of your AI strategy and solutions within your organisation, guiding you every step of the way:
- Audit your existing AI capabilities
- Create your Generative AI strategy
- Identify Generative AI use cases
- Build and deploy Generative AI solutions
- Testing and continuous improvement
Learn more and book a free AI Consultation
* This articles' cover image is generated by AI
