Staying on top of the ever-evolving martech landscape is no easy feat, even for the most eager among marketers. This is where insights from experts such as Scott Brinker become priceless. In a recent webinar hosted by Bynder, Scott—a seasoned martech expert and the VP of Platform Ecosystem at HubSpot—shared his thoughts on AI within martech as well as digital asset management (DAM). Let's dive right into it and see how AI is shaping the future of marketing.
AI: The new frontier of content creation
Generative AI is probably the first thing that comes to mind when talking about AI within marketing. Scott highlights how AI-driven content creation tools are not just automating the process but revolutionizing it—from text and images to videos and voice. Today, brands are able to exponentially increase the quantity of marketing content they produce—often at a fraction of the price—by harnessing the power of AI within the martech tools they already use.
Discover effortless content creation with Bynder’s AI Assist tool in our Content Workflow module.
Transforming content management with AI
The surge in content quantity needs to go hand in hand with improved content management. As Scott points out, AI is obviously stepping up to this challenge, and in fact, AI's integration within DAM systems is making a significant impact.
AI is pivotal in managing all of this content. The volume of content in the world was already quite large before the AI bandwagon started rolling out a year or so ago.
One of the most significant challenges in asset management is locating the right asset when needed. By integrating AI within martech tools like DAM, marketers can take advantage of improved search functionalities that not only save time but also ensure content reuse for increased ROI. Ultimately, finding content is easier and more accurate than ever—turning DAM systems from mere storage repositories to intelligent engines that drive content accessibility and usability.
Driving personalization at scale with DAM + AI
What makes AI so valuable within the context of marketing is its ability to drive personalization at scale. To put it in Scott’s words, “AI is the missing piece in the puzzle of true 1-to-1 personalization.”
In fact, by consolidating content, content data, and customer data, AI can easily be leveraged to suggest the most relevant assets for very specific audience segments. This is pivotal for tailoring marketing campaigns to individual customer needs and creating compelling content experiences—enhancing engagement, and improving conversion rates.
Streamlining operations for increased ROI
A DAM system with integrated AI capabilities significantly streamlines workflows and operations—which in turn, leads to cost savings and increased ROI. For example, by automating routine tasks like tagging and categorizing assets, AI enables smarter content reuse—identifying opportunities to repurpose existing assets and saving resources and time.
It's not just about the AI capabilities in existing off-the-shelf tools, it's about embedding AI into more of the products that teams use.
AI for data-driven content strategy
Beyond creation and management, AI is also instrumental in analyzing content across the entire customer journey. With these tools, marketing and operations teams analyze and gain insights from data related to content much more efficiently than they ever have in the past.
Understanding how different assets perform across various channels enables data-driven decision-making. As a result, marketers can continuously refine their content strategy, ensuring that their efforts are aligned with audience preferences and trends.
Get all the insights
Scott Brinker’s compelling words, “AI in martech is not just about automation or efficiency; it's about transformation,” capture the essence of our webinar’s insightful discussion. But these were only some of the top highlights!
Dive deeper into the transformative potential of AI in marketing by watching the full webinar on-demand. And if you’d like to learn more about what DAM + AI can do for your organization, talk to one of our experts by clicking below 👇.
