- An Increasingly Relevant AI, Becoming Indispensable
Announcements keep coming week after week in the field of Generative AI, showing continuous progress in the performance of AIs offered by OpenAI, Google, Grok, Copilot… and many others. Nothing resists its progress: the generation of increasingly relevant texts, image generation, translations, text to speech, text to video… Companies are testing numerous solutions that already allow them to generate images for their advertising campaigns, easily add subtitles to videos, cut out product packs, or expand the frame of a photograph that was shot too tightly. These tasks were time-consuming, expensive, or even impossible just two years ago.
- The Need for Human Control Remains Central
Generative AI is fantastic for proposing an image, a slogan, or a visual. But in a professional setting, that’s not enough. A brand must ensure the consistency of its identity, its compliance with graphic charters, legal constraints, and verify that the message aligns with the product’s promise.
To achieve this, a company needs a workflow and must ensure that content validation has been carried out by the authorized person. This workflow must, of course, allow the use of AI at all stages to increase productivity, challenge creative ideas, with the ultimate goal of improving the performance of advertising campaigns.
Automation is a means, not an end. Humans must remain at the heart of the process as the guardians of strategy and brand identity.
Brandeploy specifically helps teams retain control: template validation, guided modifications, predefined rules. We’re talking about an industrialized creative workflow here.
- New Tools Are Emerging Every Day…
Not a day goes by without an announcement, not a day without a startup offering a specialized tool that delivers spectacular results. It’s difficult for a company to adopt a new tool and manage multiple logins and passwords. This often generates more complexity than it solves problems in the end.
- What If AI Replaces Interfaces Tomorrow?
The progress of AI threatens applications and companies that have developed business interfaces. The natural language adopted by AI is replacing the interface. For example, search results proposed by Google are under attack. Why open links to pages if AI can directly answer my question? The same question will arise in businesses. Will we still need interfaces? An Intranet, dashboards, business tools?
The disappearance of many interfaces is inevitable. But the company’s need for control goes against this trend. It will be necessary to border, track, and establish workflows to ensure that the strategies implemented align with the broader company strategy, and that decision-making steps have been respected.
- A Publisher Will Need to Stay Central for Creation
The issue of interfaces raises the question of the future role of graphic designers in creation. For the needs of individuals or small businesses, there will no longer be a need for graphic publishers. Generative AI will propose a creation that will be improved through iterations until a satisfactory result is achieved.
For a brand, the designer and their publisher will remain central. The AI, knowing the brand’s charter and historical creations, will generate content based on a brief (because ultimately, a prompt is nothing more than a brief). However, the designer will be able to intervene directly in the publisher to adjust the layout, reconsider the hierarchy of elements, and ensure that the creation best responds to the brief.
- What’s the Future of Brandeploy and All Creative Automation Solutions in This Context?
Since its inception, our mission has been to meet the demands of large companies for creating their marketing content. We’ve made significant investments in rights management, allowing us to determine who can do what, both nationally and internationally.
The company also needs to be able to manage and monitor projects, requiring project management tools: dedicated spaces and teams, restrictions on elements that can be used, tools for commenting on creations, deadlines. This also implies a configurable workflow that defines who can do what.
Our mission is evolving. It is no longer just about improving the efficiency of marketing asset adaptation for a company; it now involves ensuring the compliance of all advertising creations with the company’s strategy. And for this, the interface is key: it guarantees that processes have been followed and that humans are at the heart of the system. Humans must be able to amend, correct, and improve creations both at the national level and directly within the markets, which are closest to customers and their expectations.
- But AI Is Becoming an Indispensable Commodity
Our role is to integrate AI into the interface, challenge AI solutions, and propose the most efficient ones for our solution. We must also monitor the cost of AI.
We already offer AI components. We’ll need to be exhaustive and provide all the necessary AI components for marketing and creative teams. AI must enrich our solutions; it can hardly replace them.
Our solution is a single entry point to AI. And our work on workflows and rights management gives us a crucial advantage in preparing for the rise of AI.
- And Finally: Templating Is Not AI
All solutions (including ours) are often obsessed with AI. Many solutions claim to be driven by AI. This is often an exaggeration. Just because a solution can offer 100 different creations doesn’t mean that its creator is AI.
A good templating tool often does the job very well. Moreover, templating is often a great solution for producing high volumes of content with remarkable efficiency. Many companies should actually ask themselves if they simply need a good templating solution to meet the growing demand for content production. It works really well, and our clients are very satisfied because it allows them to produce more, produce better, and improve the performance of their advertising campaigns by testing more creative sets.
