Creativity is undeniably a human endeavor. No machine can replicate the innate intuition and deep audience understanding that creative teams bring to the table.
That being said, generative AI (GenAI) can make many aspects of a digital marketer's role a whole lot easier, especially during the ideation process. Rather than having to stare at a blank page, creatives can use these tools to generate ideas on demand, providing a springboard for their own creativity. This allows teams to rapidly visualize and iterate on campaign concepts, shortening the path from initial creative spark, to final product.
With that in mind, it’s not surprising that GenAI is rapidly gaining traction in the creative world. Approximately 75% of marketers and 83% of creative professionals are using it on a regular basis.
But while GenA is impressive on its own, it truly shines as part of a larger ecosystem. Combined with a digital asset management (DAM) solution, teams can unlock a whole new dimension of creative control and efficiency. A DAM equipped with GenAI allows for seamlessly tracking digital assets’ origins, modifications, and usage rights, all while harnessing the power of AI-driven ideation.
For team’s interested in how they can use GenAI for creative concepting, here's a roadmap to get you started.
A Comprehensive Guide to Using GenAI for Internal Creative Concepting
As any creative will tell you, ideation is notoriously time-consuming. Generating multiple visual concepts can take days, if not weeks, throwing sand in the gears of the creative process.
But with the help of GenAI tools, this can be done in a matter of minutes. That’s because one of GenAI’s superpowers is turning natural language prompts into rich visuals. It’s a big reason why, according to Salesforce, 71% of marketers use GenAI to “inspire their creative thinking,” while 62% use it for “generating image assets.”
With its ability to generate images instantly, GenAI can create countless variations of ideas for your campaign assets and tailor them to different channels, audiences, and marketing goals. Need to adapt your hero image for social media, email, and print? GenAI can do so in a snap, instantly spitting out optimized versions that maintain a consistent brand identity.
McKinsey & Company highlighted a striking example of GenAI’s creative concepting capabilities at work: An international beverage company used AI tools to generate 30 incredibly detailed and realistic product concepts. Because the AI-generated concepts were so life-like, the marketers were able to immediately gather valuable feedback and quickly identify the most promising ideas. This rapid iteration allowed them to “complete a yearlong process in just one month.”
But GenAI can be much more than a one-trick pony for brainstorming. When integrated into an intelligent DAM, it can also help you plan, customize, and evaluate your campaigns with greater efficiency and precision.
So, how do you actually use GenAI within a DAM? By feeding the AI a simple text prompt or using existing images as inspiration, it can generate a brand new visual, right within your DAM. No need to jump between different tools or upload and download files — it's all seamlessly integrated.
It can even eliminate the need to create product samples entirely. Imagine creating high-fidelity digital twins of your products and then using AI to generate photorealistic images, lifestyle shots, and even 360-degree views, all without ever needing to set foot in a studio. The time and cost savings of doing so are immense.
A DAM like Orange Logic is invaluable at this stage by centralizing the review and approval process, allowing marketing, creative, web, ecommerce, and any other relevant teams to easily access relevant assets based on your permissions. With built-in support for markup and approval tools across various formats, the days of endless email chains and stalled asset approval threads are over. Stakeholders can provide direct feedback and annotations on any asset, even complex videos and 3D content.
Teams can easily upload and compare new iterations based on user feedback, with the DAM automatically notifying stakeholders when it’s their turn to provide input. Once there's a consensus, the asset is automatically routed for final approval, keeping your creative projects moving forward.
Orange Logic even has the ability to understand the content within each AI-generated asset. The system can recognize elements within the image and suggest similar ones based on user searches. For instance, let’s say you asked GenAI to take an image of shoes and put them on a beach. Orange Logic can trace those shoes back to their source in the DAM, providing complete transparency and safeguarding your organization from potential copyright issues.
And, once your custom assets are created, you can easily track and manage their impact within your DAM. For example, Orange Logic's Planning tools can analyze historical campaign data stored in the DAM to understand how much time and resources were invested in past projects. Teams can then compare the ROI of past campaigns versus those planned using generative AI tools and clearly see the time and cost savings that AI brings to the creative process.
Why does this matter? By demonstrating the clear benefits over manually planned and executed campaigns, you can make a compelling case for further AI adoption. This is especially valuable for large-scale, resource-intensive projects where accurate time and budget forecasting can impact the bottom line in a meaningful way.
Step Into the Future of Creative Concepting With a DAM + GenAI
All the content in your DAM will be used to ensure that GenAI output/concepts are trained on your products, brands, tones, and guidelines. This is the best data set for getting high-quality output from GenAI.
Instead of replacing your creative team, Orange Logic’s intelligent DAM helps them do what they do best, even better.
If you’re a CMO or DAM owner looking to take your creative process to the next level, schedule a demo today.