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27 October 2024 | Issue #68

In this issue:

• Generative AI in Marketing Report
• AI-Generated Content vs. Human-Generated Content
• The Problem with Perfectionism in Creativity
• Stock Image Market Growth
• Canva Hires a Design Advisory Board
• Design quote of the week

Ann Handley's great newsletter recently alerted me to Social Media Examiner's new Generative AI Marketing Industry Report.

Much of this aligns with trends I've been reading and hearing about. But these were the stats that caught my eye:

1. AI Usage in Marketing:

• 65% of marketers are actively using generative AI tools, with 37% relying on them daily. This highlights how ingrained AI has become in everyday marketing practices.

• A solid 74% of marketers plan to ramp up their AI usage in the coming year, demonstrating strong confidence in AI’s role in future marketing strategies.

2. AI’s Role in Content Creation:

• The top tasks AI is being used for include brainstorming content ideas (70%), drafting initial versions (67%), and refining or editing content (58%). This shows that AI is being integrated into every stage of content development. But are these the stages where we should be using AI?

3. AI Platforms Leading the Way:

• ChatGPT stands out as the most popular AI platform among marketers, not just in current usage but also in plans for future growth and development.

4. Time-Saving Benefits of AI:

• A vast majority (86%) of marketers say that AI helps them save time, with 79% reporting a boost in productivity, making it an essential tool for streamlining marketing workflows.

5. Challenges with AI:

• Despite the benefits, marketers still express concerns about the reliability of AI-generated content (80%) and the potential legal issues around copyright and ownership (71%).

6. B2B vs. B2C AI Adoption:

• B2B marketers are ahead of the curve when it comes to adopting AI for content creation and are more likely to believe that AI will have a significant impact on their industry, compared to their B2C counterparts.

7. AI as a Threat:

• 59% of marketers do not see generative AI threatening their careers. As someone who watches this closely,I find that to be a scary statistic.

​ NEWS AT THE INTERSECTION OF DESIGN AND MARKETING

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💪 How 1.2 Million Posts Created with Buffer’s AI Assistant Performed vs Human-Only — and What That Means for Your Content

Buffer shares data to show how AI-assisted content outperforms human-only created content. The AI tool provides insights into what drives engagement, suggesting improvements to posts based on performance data and trends.

• Boosting Engagement: The AI assistant helps craft posts that are more likely to resonate with audiences, optimizing timing, tone, and format.

• Data-Driven Suggestions: It analyzes past performance data to offer personalized recommendations, improving future content.

• My Take: We have to take this with a grain of salt because it is a vendor reporting how great their product is. But you should evaluate tools like this to stay ahead. H/T Chad Parizman​

​Keep reading​

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🕴️ The Problem with Perfectionism in the Creative Industry

It’s Nice That explores how perfectionism negatively impacts the creative industry, often stifling innovation and leading to burnout. The article emphasizes the importance of embracing imperfection as part of the creative process, encouraging designers and artists to shift their focus from achieving flawless outcomes to fostering growth and experimentation.

• Perfectionism Stifles Creativity: Constantly striving for perfection can prevent bold, innovative ideas from emerging.

• Embrace Imperfection: Growth and creative breakthroughs often come from embracing mistakes and experimentation.

• My Take: The human element will make us stand out (in a good way) from AI-generated junk marketing.

​Keep reading​

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📸 Stock Illustration Market: Huge Growth in Future Scope 2024-2032

A report on the stock illustration market projects significant growth between 2024 and 2032, driven by the increasing demand for visual content across industries such as marketing, publishing, and digital platforms. The report highlights key players, trends, and potential challenges within the industry, offering insights for businesses looking to capitalize on the expanding market.

• Market Growth Drivers: The rising need for diverse, high-quality visuals across digital channels fuels demand.

• Industry Insights: Emerging trends and competitive analysis provide strategic opportunities.

• My Take: Due to the growing demand, there are many opportunities for people who create imagery for stock houses.

​Keep reading​

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NEW RESOURCES FOR YOU

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Canva announces designer advisory board

I know many of you probably see Canva as the death of the design career, but the company has been making some pro-designer moves.

​Canva acquired Affinity earlier this year to bolster its design offerings. This past week, the software giant announced an advisory board of designers to help shape the software for design professionals.

​According to Canva, the board is made up of

• Debbie Millman: Designer, author, educator, and host of the iconic Design Matters podcast.
• Jessica Hische: Lettering artist, illustrator, and author of multiple New York Times best-selling books.
• Lisa Smith: Global Executive Creative Director at JKR.
• James Martin: Designer, educator, and author, renowned for his straightforward approach to design education.
• Verònica Fuerte: Founder of Hey Studio, celebrated designer, speaker, and mentor.
• Eddie Opara: Designer, speaker, author, Partner at Pentagram.
• Pablo Stanley: Designer, illustrator, and co-founder of Blush, Musho, Lummi, and Together.Art.
• Johanna Roca: Brand designer and creative director at Accept & Proceed, with a portfolio that spans renowned global brands.

If you follow any of these folks, you know that Canva has assembled an impressive lineup of designers who can help point the company in the right direction.

Since Affinity is becoming a viable alternative to the Adobe Creative Cloud, it might be time to re-evaluate your impression of Canva.

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Design Quote of the Week

“Marketing without design is lifeless, and design without marketing is mute.”
– Von Glitschka

My AI disclaimer: I write the main stories by hand (with occasional assistance from Grammarly). The quick news hits are articles I've found, which I run through a ChatGPT prompt to generate the synopsis and bullet points. However, I write the My Thoughts bullet. If AI generates the images, I include the prompt so you can see how I got to that image. Nothing in this newsletter, or anything I publish anywhere, reflects the views of my employer.

Thanks for reading!

–Jim

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