Communication, in the broad sense of the term, that is to say from the nature of the offer propos by brands and companies to the formulation of advertising messages on the various digital channels, tends to evolve with the rise of generative artificial intelligence tools. Many professions are impact by it, from data management to the development of a mia purchasing plan to increase its performance, including the production of content (image, text, video, etc.). Their use is particularly useful and effective in helping communicators decipher trends and identify emerging consumer insights, which will fe into the thinking and thus make it possible to adjust the communication plan to be implement according to the objectives to be achiev.
Clearly AI saves us time and also
allows us to aggregate other sources, in belgium whatsapp number data order to obtain more detail observations, the famous “weak signals” of the era and of society, analyzes Olivier Creusy, director of innovation and development at ISCOM .
During the design phase of an advertising message, for example, the great strength of a generative AI such as ChatGPT or Midjourney will lie in its ability to multiply and automate tests before arriving at a production, which will subsequently be ” transcend ” by a creative. If the latter will ” always ” have control over the final version, ” we will have sav a lot of time in mockup “, underlines the director of innovation and development of ISCOM. A significant advantage for communication professionals who work in particular in agencies, where the deadlines for producing a service can be very tight.
Beyond the significant source of productivity
that it represents for communicators, the arrival of generative AI in this sector actually generates a real ” paradigm shift “, the consequences of which we have not yet fully measur. ” Generative an experiment in the agency – sharing the risk to launch a new product AI is disrupting all the levers of digital marketing (SEO, SEA, email marketing, social mia, programmatic, etc.), and it is changing the way we work. This is why it is essential bw lists to master this generative AI in the communication professions “, specifies Frank Michel, scientific director of the communication and digital marketing specialization at ISCOM . While the latter warns of the risk of impoverishment of creation, Olivier Creusy, for his part, is keen to reassure future talents: communication calls on both the cognitive and the emotional. It is on this dimension that humans still have their role to play, particularly in the field of creation.