How one marketer used AI to step into Christmas
As the festive season gathers pace and the December days buzz by, businesses everywhere begin
17/12/24
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How one marketer used AI to step into Christmas
As the festive season gathers pace and the December days buzz by, businesses everywhere begin thinking about how to celebrate with their customers, partners, and employees.
One tradition that never goes out of style is the corporate Christmas card. And as their design has evolved from traditional posted cards to electronic equivalents, so has how Christmas artwork is being created.
Embracing the power of AI in marketing
Enter Artificial Intelligence (AI)—the game-changer in the creative process. Read about how TCC’s Marketing Campaign Manager discovered AI could not only evolve the creation of a Christmas card but also make it uniquely memorable.
The creative process reinvented
Creating innovative and original marketing campaigns that resonate is an ongoing challenge for every marketer – and never more so than standing out in the jam-packed Christmas crowd. This was the recent challenge for TCC’s Marketing Campaign Manager. Our marketer wanted something special—something that reflected both the standards of TCC and the innovative nature of its services.
But rather than spending hours working with designers or wrestling with different design software, she turned to AI.
After exploring AI for various marketing tasks – from generating content to embellishing designs – an innovative next step to craft the company’s festive card was to embrace AI. She started by using an AI-powered design tool, which could generate customised visuals based on text and picture prompts. In a matter of minutes, she could input her desired message, select the colour palette, and even provide some ideas for the tone and aesthetics of the card. The AI then worked its magic, presenting a range of holiday-themed designs, from abstract Christmas cottages to snow-covered twinkling trees.
The importance of human oversight
The ease of experimenting with imaginative ideas has never been more accessible – the power of AI can be a marketer’s best friend. No more hours of scrolling, searching for that ‘just right’ stock image. Now, it’s possible to make the mind’s eye picture a reality – or develop an inspiring inkling into a fitting concept.
But generative AI has its snags. A keen eye for detail comes with the territory in marketing, and never more so than when using AI-generated pictures. Search terms can throw up random scenarios: Santa’s disembodied legs protruding from a calm lake, sinister, sneering snowmen and cosy Christmas cottages with bizarre fixtures and fittings were just some of the obscurities our marketer encountered on her quest for that perfect Christmas card.
That’s why it’s so important not to lose sight of the importance of human scrutiny. AI generation can be enlightening and allow access to creative pathways that once never existed, but it can also throw curve balls – some obvious, others not so much – which only the human eye can really review.
AI as a creative partner
Our Marketing Campaign Manager’s journey to create the perfect corporate Christmas card using AI is a powerful example of how technology can transform processes. It’s no longer about just automating tasks—it’s about using AI as a partner in offering fresh perspectives and inspiring new ideas.
Similarly, when using AI for compliance, ensure you know what problem you want to solve from the start so you can pick the right technology to help you address it.
Images created by AI, words are human
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