Dominique LeBlond leads Bynder's product organization to develop and support new and innovative solutions that inspire brands to thrive through exceptional content experiences. As Chief Product Officer, he ensures that customer needs are at the forefront of Bynder's product roadmap, especially with more brands embracing AI technology within their content operations.
In this Q&A, Dominique discusses the role of AI in marketing and content management, and the latest Bynder AI features.
What do you believe will be the significant trend within AI & marketing over the next 10 years?
Looking beyond just generative forms, AI is starting to open opportunities that marketers have long sought, particularly in the areas of personalization and targeted content. The ability to highly personalize content for individuals has always been appealing, but the cost of creating such engaging, one-to-one marketing content has been a significant barrier, especially when relying on creative teams to produce numerous variants.
AI presents a new possibility: the ability to generate hyper-organized content in the near term, which I believe will shape the future of marketing over the next decade. On the content management side, AI automates tasks like content enrichment, discovery, and organization with its ability to categorize high volumes of content, without putting extra strain on teams and individuals. For example, Bynder's AI-powered search enhances content management and improves discoverability, all while ensuring compliance with regulations and full control over owned data, empowering brands to boost productivity and grow their businesses.
What is the one mistake marketers are making with AI?
Seeing AI as a complete replacement for certain roles or functions. While AI can optimize specific tasks and functions, approaching it with the mindset of, 'We’ll do everything with AI, we’ll generate all our content through AI, we’ll optimize all our campaigns with AI” can lead to problems.
You might find that you lose control over your brand, quality, and consistency. AI-generated content can vary, especially when applied to derivatives from previous AI-generated content, leading to a cascading effect with loss of the consistency we’ve learned is crucial for amplifying brands, staying on message, and maintaining a consistent tone of voice—elements that have been effective in driving marketing impact for years.
What is the most important advice you could give to a business about embracing the benefits of AI? What are the benefits and risks?
One risk related to AI is treating it merely as a feature—asking what you can do with AI technology today without understanding its broader potential. The real value of AI lies in how it can integrate with and enhance existing use cases, and drive automation.
For instance, in content management, AI can automate tasks like classifying and enriching content and managing metadata, which can be time-consuming with large content ecosystems. By automating these tasks, teams can devote more time to producing high-quality content, which is a significant benefit of AI.
What is Bynder’s approach to developing products and features with AI?
At Bynder, we focus on a responsible approach to AI. We don’t view AI as a black box where you have no control. Instead, we provide controls and ensure our AI capabilities are deployed responsibly.
Our capabilities allow marketers to track where assets have been altered by AI and determine at which stage in the workflow they want to continue using AI. For example, our Content Workflow product includes robust safeguards for additional peace of mind, allowing you to easily identify and manage AI-generated content, ensuring brand consistency and quality.
Can you provide a specific example of how AI might be used to tailor marketing content to individual consumers in the near future?
While AI may not fully generate content, it can take a base campaign and personalize it to the individual, adding layers that resonate with specific preferences. A prime example is dynamic website personalization. As you navigate a website, AI can subtly adjust the layout and featured content to align with the browser's interests. For instance, a running enthusiast might notice prominent displays of running apparel, while others may see different product categories highlighted.
The DAM space is already making strides in this direction with intelligent asset retrieval features. Predictable URLs, powered by metadata, enable the automatic retrieval and delivery of personalized content to the right customer.
For instance, a travel brand promoting a tropical island could use URLs like /destination/island-paradise/adventure/male to target thrill-seeking men with action-packed images, or /destination/island-paradise/relaxation/female to appeal to women seeking a tranquil getaway. Predictable URLs empower brands to create tailored content experiences that drive business results, without needing to create custom landing pages for each campaign.
Can you provide an example of an AI feature or capability that you decided to build and why?
We recently added face recognition to our AI Search Experience offering. This new feature enables admins and content contributors to identify, tag, and find images featuring people; and allows end users to search for images of people using Bynder's spotlight search or smart filters. This is an example of how AI can be integrated into everyday workflows as this feature is particularly useful for finding images of company employees, such as executives, or celebrities, influencers, and brand ambassadors used in marketing campaigns.
We decided to build face recognition internally as it not only improves our customers' daily workflows but also advances Bynder's strategic objectives. For instance, it enhances content discovery, reduces admin workload, and improves content management by reducing errors and ensuring consistent tagging across all digital assets.
Drive impactful content experiences with Bynder AI
Detecting duplicate assets, text-in-image searching, and AI-assisted content creation are just a few of the AI capabilities you can now take advantage of in Bynder. Discover how Bynder’s AI-powered DAM can help your organization scale up content creation and distribution, maximize the value of existing assets, and increase ROI.
Want to see for yourself? Book a demo today. You can also learn more in our complete guide to Bynder’s AI and automation features.
