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How to scale marketing programs using AI content creation

by Canto  |  April 28, 2023

9 min. read
A robot is pointing towards a set of gears and symbols representing various media types to represent AI content creation.

Are you starting to feel overwhelmed by the sheer volume of content your team needs to create for your marketing programs? Or are you struggling to scale up production without sacrificing quality or substance? If so, it may be time to explore the potential of AI-powered content creation! While using artificial intelligence in a traditionally human-driven task may seem intimidating, this innovative technology can help marketers and content managers maximize efficiency while delivering valuable, high-quality content. Keep reading to learn more about using AI content creation to supercharge your marketing efforts.

What is AI content creation?

Artificial intelligence content creation uses computer algorithms to generate high-quality content that mimics human-written text. These AI content creation systems rely on natural language processing (NLP) algorithms to analyze and understand written text, which they use to create their output. With the ability to automate the writing process, AI content creation can create an endless stream of content with faster turnaround times and greater variety.

The most sophisticated AI content creation works by breaking down written content into its constituent parts, such as syntax, grammar, and meaning. The algorithms then analyze the content and use machine learning techniques to recognize patterns and structures within the text. Once the system understands the underlying rules of the language, it can generate new content that adheres to these rules. The output can be a blog post, product description, or other written content.

To produce high-quality content, AI systems require vast amounts of training data. This training data includes a corpus of written text from which the algorithms can learn the language rules. Many AI content creation models can also analyze customer data, including search queries and browsing behavior, to create more targeted content. As AI systems evolve, they become more sophisticated and capable of generating even more complex and nuanced content. While there are limitations to what AI content creation can produce, and organizations must be careful to manage it responsibly, it has become an increasingly valuable tool for marketers and businesses looking to quickly create large amounts of quality content.
A person sitting at a laptop next to a robot holding a document symbol that leads to a percentage sign, representing how AI content creation supports scaling output.

Why use AI for content creation

AI-powered content creation has become a valuable tool for marketers looking to save time, money, and resources while still delivering high-quality content. With the assistance of AI, marketers can scale their marketing programs quickly and efficiently without compromising the quality or depth of their content. By automating the more mundane and time-consuming aspects of content creation, marketers can focus on more strategic aspects of their job, such as developing more targeted and impactful content strategies.

Moreover, using AI for content creation can help businesses stay ahead of their competitors by creating a steady stream of high-quality and search engine-friendly content. With an AI content creation strategy, marketers can analyze customer data and trends to identify popular topics and keywords to incorporate into their content, ensuring their content is optimized for search engines. Search engine optimization (SEO) for content can increase the visibility of their brand and improve their overall online presence, ultimately resulting in increased traffic and revenue.

Although AI tools make it easy to rapidly scale content creation and ideation, managing all those assets can create difficulties for teams accustomed to manual workflows. Digital asset management (DAM) tools allow marketers to wrangle their newly-generated AI content without getting overwhelmed. For example, Canto’s digital asset management platform features various organization and search tools that make it easy to access content marketers quickly and, if necessary, keep AI-generated assets separate from human-generated content.

Benefits of using AI content creation tools

Using AI for content creation is exciting for anyone who has spent countless hours staring at a blank page, searching for new ideas. It is well on the way to transforming marketing and advertising by helping teams produce content more quickly. Additionally, AI technology provides valuable insights into audience preferences and needs through data analysis. AI-powered content generation is a game-changing solution that can help creative teams work more intelligently and efficiently.

When paired with a DAM that makes it easy to organize, locate, and leverage digital assets, AI content creation tools allow marketers to scale their content strategy effectively. They can also enhance collaboration by providing multiple contributors access to AI-generated content through DAM features like Canto’s Portals, which allow teams to make a curated and branded library of assets available to people who need them. Using Portals can replace mundane activities such as distributing download links or managing access to specific storage locations.

Using AI for content creation can help marketers achieve several key objectives:

1. Improved productivity

With AI-powered content creation, marketers can create high-volume, high-quality content in less time, freeing up their resources for more creative tasks. AI does this by streamlining the content creation process, enabling marketers to focus on more strategic aspects of their job.

2. Enhanced quality

In addition to generating content, AI provides valuable insights into user behavior, preferences, and other data, which can help writers create more consistent, accurate, and engaging content. And using data to inform content enhances the overall quality of the content, ensuring that it resonates with customers and drives conversions.

3. Personalized engagement

By leveraging AI to generate optimized content for specific audiences, marketers can create personalized user experiences that resonate with customers on an emotional level. Personalized experiences, in turn, drive higher engagement rates, improve brand loyalty, and boost revenue.

4. Scalable solutions

AI technology for content creation is highly scalable, enabling marketers to quickly adapt to changing user needs and demands. And having technology that scales makes it easier to increase content production as marketing programs grow, ensuring businesses stay competitive and achieve their marketing objectives.

Leading AI-powered tools to help with research and content creation

With AI technology advancing rapidly, keeping pace with the latest developments in AI content creation tools is challenging. Most marketing teams will also find that only some AI-powered content creation tools can meet their needs. Fortunately, many options are available today (and likely a few more between the time you read this article), so marketers can easily select a combination of tools that allow them to generate content more efficiently.

Here’s a handful of the leading AI content creation tools available today:


Understanding your audience is the first step in generating great content, whether you’re doing it manually or with AI-powered content creation. Sparktoro is an audience research tool that uses AI to crawl millions of unique profiles across billions of web pages, social media profiles, and YouTube channels to provide insights into what’s influencing your target audiences and personas.


Few AI content creation tools offer the array of features available in Jasper, which provides multiple ready-made templates for generating blogs, emails, social media posts, product descriptions, and more. The platform is easy to use, features an intuitive AI chat interface that can be accessed anytime, and generates content in various styles. It can also integrate with Surfer to optimize content for SEO and includes an AI art generator that can produce multiple marketing-ready images.


Built specifically for social media use, Lately analyzes branded long-form content to learn your unique brand voice and then develops a custom writing model to slice up that content for optimized social posts. The platform also processes vast amounts of social media analytics data to ensure that every post follows best practices to maximize engagement.


Perfect for marketing teams producing a lot of e-commerce content, Copysmith provides various tools for generating engaging product descriptions, creating content in bulk, and rewriting stale or outdated content. It also features several templates to produce content according to the specific requirements of the leading retail platforms, making it easy to optimize product descriptions to improve conversions.


One of the more unique AI platforms to emerge recently, Synthesia can generate explainer-style videos from plain text using a variety of virtual avatars. Perfect for training videos and explainers, Synthesia uses AI to generate digital voices in more than 120 accents and languages. These videos can be edited and easily incorporated into websites, social media channels, and presentations.

While several excellent AI image generators (such as DALL-E 2 and Midjourney) exist, most are still at a technical demo stage and are not fully incorporated into a robust platform optimized for marketing professionals. Adobe’s Firefly offers a good sneak peek at how AI image content creation will likely be productized.
A robot behind a DAM software interface that shows various media assets, next to symbols representing sharing and liking items through social media.

Centralize, organize, and distribute AI content efficiently after creation using digital asset management

Digital asset management tools are crucial in helping businesses centralize, organize, and distribute their content more efficiently. With AI-powered content, companies often have vast quantities of digital assets, ranging from blog posts and social media updates to videos and images. These digital assets must be stored and managed in a centralized location, allowing teams to access and use them quickly and easily.

Digital asset management software provides a centralized hub for storing and managing digital assets, ensuring each one is organized, tagged, and categorized appropriately. Organizing brand content makes it easier for teams to find and use the needed materials and reduces the risk of duplicating content or using outdated assets.

In many cases, these organizational features use AI technology extensively. For instance, Canto’s Smart Tags can automatically recognize objects, text, properties, and details in images to create tags associated with those assets and make them easier to find. It also uses AI facial recognition to quickly identify people and search for them across all assets. Canto’s AI features leverage AWS’s Rekognition technology, which uses pre-trained, customizable computer vision capabilities to analyze and gain insights from images.

When using AI for content creation, businesses may have to manage an enormous number of assets. Proper organization of brand content makes management and distribution more efficient. DAM tools can help teams automate their workflows and streamline their processes, enabling them to work more productively and collaborate more effectively.

Elevate your AI content creation strategy with Canto

Canto’s DAM technology offers a comprehensive solution for managing AI content creation for marketing teams. With its AI-driven tagging and metadata tools, Canto helps consolidate digital assets and streamline creative workflows, which makes managing and distributing large volumes of content more efficient. It also integrates seamlessly with leading project management and storage platforms, breaking down barriers to content creation and enabling teams to work more productively.

To learn more about how Canto can help you take your AI content creation strategy to the next level, sign up today for a free trial