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Design+ Generative AI’s impact on digital marketing

Figure 1. How companies organize for content marketing, Altimeter Group (2013) (CC Share Alike 2.0). Copyright © 2013 Altimeter Group Reprinted
with permission of CC Share Alike 2.0.

are needed to complement new competencies in social ahead of trends and maintain relevance in an increasingly
media strategy, content management, and data analytics. competitive market. 18
Content creators had to learn to navigate and leverage In addition, the rise of the creator economy led to
various digital platforms such as Instagram, Facebook, new roles within companies and further blurred the lines
and Twitter, which required a deep understanding of between traditional social media managers and content
each platform’s unique algorithms, audience behaviors, creators. Creators had to produce high-quality content
and engagement metrics. The shift from static content while engaging in trendspotting, community building,
to dynamic, real-time interaction with audiences meant and strategic partnerships to stay relevant. Companies
that creators also needed to be more agile and responsive, like Victoria’s Secret, which rebranded itself by aligning
continually adapting their strategies based on immediate with influencers and creators who challenge traditional
feedback and performance data. 17 beauty standards, demonstrate how content creators have

Moreover, the democratization of content creation become integral to shaping brand perceptions and driving
tools, such as those offered by Adobe Suite and various marketing strategies. These changes highlight the necessity
video editing software, allowed a broader range of individuals for creators to continuously learn and adapt, utilizing
to enter the field, while raising the bar for the quality and platforms such as Instagram, TikTok, and YouTube to
creativity of content required to stand out. As digital platforms engage audiences in new and innovative ways. 19
became more crowded, content creators had to upskill not AI integration into content creation has significantly
only in the technical aspects of content production but transformed the dynamics of digital marketing, reducing
also in storytelling, brand alignment, and digital marketing the need for large teams and a shift in the most valued
techniques. This included learning how to optimize content skills. Traditionally, content creation required a diverse
for search engines, create compelling multimedia narratives, team of professionals, each specializing in different aspects
and understand the metrics that defined success in the digital such as graphic design, copywriting, video production, and
age. The constant evolution of digital tools and platforms also analytics. However, now, AI tools enable a single individual
meant that continuous learning and adaptation became a to perform many of these tasks, dramatically streamlining
core part of the content creator’s role, with many engaging in the content creation process. For example, AI platforms
online courses, workshops, and self-taught methods to stay like ChatGPT (https://openai.com/chatgpt/) can generate

Volume 1 Issue 1 (2024) 4 doi: 10.36922/dp.4776