Artificial intelligence (AI) isn’t just a burning topic for tech marketing: it’s become an area of both excitement and concern across our wider culture.
At inEvidence we understand these concerns. However, we also believe that AI, used responsibly, can both support and enhance human skills and expertise. Here’s how we are leveraging AI to benefit our clients and our team.
1. Creating efficiencies
Efficiency is key in delivering high-quality customer stories in a timely manner. AI helps us streamline key processes such as generating transcripts, summaries and text cut-downs. By partially automating these tasks, we can focus more on the creative aspects of our work.
It’s the same with video. At early, organisational stages of an edit, we can use AI to ‘bin’ footage and create rough timelines, making the editing process more efficient and allowing our team to concentrate on crafting compelling narratives.
2. Communication and bridging language barriers
One of the most important tools when communicating is relevance; meanwhile, one of the most significant challenges in global communication is language.
AI-powered translation tools have revolutionised the way we communicate across different languages. At inEvidence, we use AI to aid communication, with simultaneous interpretation and immediate rough translations being the most exciting examples. Some advanced beta video tools also allow anyone to become an instant polyglot.
3. Enhancing creativity
Creativity is at the heart of everything we do at inEvidence, and AI can serve as a valuable tool to spark new ideas and enhance our creative processes. For instance, AI can generate alternative headlines or provide (very) rough first drafts. We’ve even created a tool that can auto-generate blog posts from text and video interviews.
These AI-generated outputs serve as a starting point, allowing our creative team to refine and build upon them. The end product is high-quality, human and engaging content.
4. Consistency and quality
Maintaining brand consistency and quality across all content is crucial. AI tools help us perform quality assurance checks, ensuring that all content aligns with our clients’ brand guidelines. This includes checking for tone, style and adherence to brand messaging. By leveraging AI, we can quickly identify and rectify any discrepancies, ensuring that the final product is polished and on-brand.
The balance
While AI offers numerous benefits, it is essential to strike a balance between automation and human expertise. We’re cognisant of the flood of poor quality AI content appearing in the market, and just how badly it’s being received.
AI is merely a dumb box of words that’s good at prediction; creating truly engaging content is still a job for humans. At inEvidence, we use AI to complement and enhance our team’s skills, not replace them.
In conclusion
The integration of AI into our workflows demonstrates how technology can be harnessed to improve efficiency, quality and creativity. By using AI in a controlled and responsible manner, we can address the concerns of those who are apprehensive while still showcasing its amazing potential.
As we continue to innovate and adapt, we remain committed to delivering exceptional content that resonates with our global audience. More than this, we remain committed to creating a positive experience every step of the way.
It’s early days, but understanding the possibilities and limitations is allowing inEvidence to embrace AI to support and enhance human expertise.
