Shaping the Future of Content Marketing With AI

Chris Hicks
November 7, 2023

AI is revolutionizing the marketing world, making big waves for creatives, project managers, and just about everyone else. It's the ultimate support system, tackling those boring tasks in seconds, such as stripping backgrounds from images or sifting through heaps of data. This tech isn't just about speed, though; it's reshaping how we handle the daily grind.

Navigating the challenges and risks with AI

Of course, AI doesn't come without its own set of challenges. For starters, it's not always accurate. Sometimes, the information can be outdated or just incorrect. Another concern is bias. For instance, if you search 'football,' you might get a soccer ball image instead of an American football, or if you ask Midjourney to create a scientist with no other descriptions, you will likely get a white male. We need to train AI to be less biased, whether it's related to race, gender, or general knowledge. As we venture into this new tech frontier, addressing these concerns is crucial before they become more ingrained.

Sustainability is another concern. It takes significant resources to power AI systems, especially energy and water for cooling. Given the current environmental challenges, we need to consider the environmental impact of these technologies, even as they offer potential solutions.

Implementing Generative AI in content marketing

New technologies often face resistance. There's always initial skepticism whether it was the internet, TV, or now AI. Just think about how against selfies everyone was when they first came out, and now it's a regular part of everyday life. Over time, people adapt, and these technologies become an integral part of our lives.

Strategies to successfully Implement Generative AI

When integrating the use of AI into your company, it's essential first to assess the current processes and identify where AI can help. Look at the tools you're already using. Have they already added AI features you're not utilizing? Do your research; there are so many new AI programs popping up every day. It's important that you stay up to date and use the AI software that best fits your needs. Lastly, remembering the human element is crucial. The conversation shouldn't be about replacing humans with AI, It should be about how AI can assist us. AI isn't perfect. Even as it improves, the human touch will always be key. There are nuances and emotions that AI might not ever grasp.

Sparkloft's Workflow with Generative AI

Our agency's AI Policy focuses on making sure that we use AI ethically, with a strong respect for privacy, honesty, and human rights. We promise to keep AI use clear to clients, create content that is truthful, and continuously improve their AI practices. We also stress the importance of being fair, avoiding bias, following the law, and having people check AI's work for accuracy. Our policy is also designed to evolve with technology and maintain high standards within the company.

Here are a few ways Sparkloft is already using AI:


We use text-to-image AI to make our own custom images, cutting down on the need for common stock photos. This lets us craft unique visuals that match our clients' story, making our content more original and engaging.

Using text to create images using Adobe Firefly.


AI helps us speed up routine editing tasks, making it faster to tweak and resize photos, which saves us a lot of time on everyday work.

Generating Image fill using adobe Photoshop.


Generative copy utilizes algorithms to generate written content automatically. Its value lies in its ability to produce tailored content at scale, saving time and resources for businesses.

Creative copy with Generative AI using ChatGPT.


Generative copy tools are also useful for text analysis and summarization. It excels in comprehending lengthy and complex documents, distilling key information, and generating concise, coherent summaries.

Text analysis using OpenAI.

AI entering the world of content marketing can be exciting and rewarding, but it’s also important to be well aware of everything AI brings to the table. The more you know, the better prepared you can be. As we tread this path, it’s important that we use AI in ways that are both beneficial and responsible, paving a safer AI path for generations to come.

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