Automation improves the way organizations use design and content creation platforms. The way we create, access, consume and share content is rapidly and dramatically changing. It is incumbent upon brands to leverage the opportunities represented by real-time media so as to release more information and better satisfy consumer expectations. Competing in the ‘always on’ attention economy can be challenging, yet rewards may be reaped through the implementation of creative automation, especially when it comes to rapid content and design creation.
How Is Creative Automation Changing Design and Content?
The process of creative automation enables users to create and distribute creatives at high volume on some of the best digital publishing software. Certain aspects of the creative process can be automated. The power of data can be harnessed to iteratively improve the system, thereby offering an elegant and effective solution for lowering the cost of creative production. Creative automation has fundamentally altered how brands create the content they share in online advertising for the better. The advantages of implementing creative automation are immeasurable when considering a brand’s bottom line.
It is true that some content and design professionals feel hesitancy around the use of automation. There is legitimate concern that unchecked automation creates waste or worse, and that if automation is successful and useful, that professionals will be phased out and replaced by a faceless algorithm. Still, automation’s influence on design applications can be highly beneficial to many creative professionals, and automation still requires humans to guide input and curate results.
The production phase of campaign planning follows the ideation and design stages, which rely heavily on human input. Here’s where automated creativity comes into play. During the production phase, creative automation aids in creating and delivering content. For example, editing is hassle-free if you need to make the same content and design available in multiple languages via translation. Similarly, auto-generated versions of some assets, such as video captions, may be perfectly suitable. These kinds of small wins allow brands to add support for diversity and inclusion, such as offering translated versions of assets, as well as closed captioning.
Still, not all aspects of content and design are candidates for creative automation. In specific scenarios, human accountability verifies and brings hassle-free output to the table. It must be clear to the entire team where quality checks are required; a clear distinction between creator and approver must be established to ensure that content produced remains on message and true to your brand. Simply put, automation cannot match the human ‘gut instinct’ and brilliance in their capacity for creativity.
Collaboration is critical when many people—from internal design, copywriting, and marketing teams to external agencies—work on many tasks. Creative automation fosters collaboration by increasing efficiency and introducing, organizing and updating brand templates and guidelines. While brand templates and guidelines establish parameters for innovative automation, they can also serve as guidelines for human intervention.
Not every content item requires approval. When it does, the approver must understand the context of the content, its purpose, message, and how one will deploy it via digital publishing tools. The same is true for copywriters and designers: they also benefit from familiarizing themselves with each automatically-generated design item before proofreading or editing the designs. It is optimal to see content taking shape rather than focusing on ad performance reactively.
Marketers can fully optimize creative versioning through automation, placing much more data at their fingertips. Automation can fundamentally alter how creative teams operate, removing bottlenecks that prevent them from flourishing. It is important to recognize that technology enables us to work and create collaboratively, but we cannot teach technology to be creative, at least not yet.
The future of automation in design is bright owing to technological advancements. At Magplus, we encourage enterprises to experiment with implementing the latest technologies to differentiate and elevate business and brand messaging. Create content with our digital magazine software and publish it instantly across multiple channels without any hassles. If you would like to try content automation in partnerships with our experienced content creation and platform publishing professionals, please get in touch with us today!