The New Frontier of Visual Content
Lisa Peyton
Senior AI & Experiential Marketing Strategist | Emerging Technology & Strategic Communications Professor | AI Content Creator | Media Psychologist
“A picture is worth a thousand words” is a saying first attributed to Arthur Brisbane, an editor and public relations professional, during a 1911 banquet discussing journalism and publicity. Here we are over 100 years later, and it’s just as meaningful today.
The digital era and the proliferation of visual content platforms like websites, social media platforms and even the metaverse have increased the need for marketers to become visual content publishers. A campaign lives and dies by the strength of the creative, and brands pay top dollar to brilliant artists and experienced designers in order to make an impact on their audiences and stand out from their competition.
With visual generative AI tools, anyone can create great works of art and stunning visual content — no graphic design or art skills required. We are once again seeing a democratization of digital content creation, similar to how websites evolved from requiring coding and design skills to the development of tools like WordPress and Wix that enabled anyone to create a website. Agencies are scrambling to redefine their value, and savvy marketers are leveraging these new tools to help them save time and money.
Two Types of Visual GenAI Tools
Broadly speaking, you can divide visual genAI tools into two categories:
As we speak, the builders of these tools are working to merge these two functions, and I have found the benefit to marketing teams comes from a combination of both capabilities. In the full version of this article, I unpack each one, explaining the differences and the top tools in each category, you can check that out over on MarTech.org.
#AIMarketingRevolution Challenge #4: The Logo Lift-Off
This challenge will show you how to get feedback from your AI customer companion on campaign and brand visuals. YES - we're going to have the AI machine provide an analysis on the images we generated during our last challenge. We're also going to analyze several logo treatments to determine which logos resonate the most with our customer.
While you can analyze ANY image, it becomes super fun when we start pressure testing our AI generated images with our voice-of-the-customer AI tool.
We're almost half-way through the series and I would LOVE your feedback. Please email me with your input, questions, or suggestions for future topics at lisa.peyton@gmail.com. It's NOT too late to join the challenge, just hop over to my YouTube channel to dig into previous challenges.
Join Our Very Special XR Pub Crawl PDX Edition!
This very special, in-person, edition of the XR Pub Crawl is created in partnership with PDXR by eTribe and features AI expert, speaker, and best-selling author Iain S. Thomas . Iain will be walking us through a hands-on workshop specifically designed to help marketing and communications professionals leverage AI to help boost creativity.
Join us in-person in SE Portland on Friday November 17th at 4:30pm for appetizers, booze, and comradery as we get our creative juices flowing! You can learn more on our LinkedIn Event invite. Hope to see you there!
Watch the Latest XR Pub Crawl for MarComm On-Demand
In this edition of the pub crawl we discuss the latest release of OpenAI's DALLE-3 and the impact it will have on marketers. We also chat with Spencer Lindsay from interactive agency, eTribe, as he shares compelling examples of branded immersive experiences. We end the show with a down and dirt AI Artistry Face-Off comparing the visual outputs from DALLE-3, Adobe's Firefly, and Midjourney. Enjoy!
Recommended by LinkedIn
AI Tool of the Moment: Canva.com
Hold on, you might be thinking, Canva ISN'T an AI tool and it's been around awhile. AND...you would be right. Canva has been used for years by amateur designers (and my students) looking to quickly create images, presentations, and tons of other stuff.
What IS new are all the AI features that Canva has launched over the last several months. They now have an AI image generator that integrates nicely with all of their other capabilities, so you know can add text overlays, logos, and other graphic elements within one interface.
Canva has also launched 'Magic Studio' which allows premium users access to text generation AI tools alongside their image generator capabilities. They are leading the charge when it comes to integrating both text and visual AI capabilities into one robust platform.
XR/AI Marketing News
Other Resources 💕
I would love for you to join the #AIMarketingRevolution Challenge on YouTube and for a deeper dive into genAI and marketing, check out my series of articles on the topic on Martech.org.
You can also follow me on LinkedIn. This XR/AI marketing brief comes twice monthly but between issues I share experiential and AI marketing quick hits on my LinkedIn profile.
Finally, you can learn more about my services on my website, lisapeyton.com.