Deloitte Digital has introduced a production-ready Generative AI solution ‘CreativEdge’ for customized, on-brand creation. Its latest product is designed to empower marketing teams with the capabilities of Gen AI for content creation.
The launch of CreativEdge reflects a significant shift in the marketing landscape, marking an evolution from hypothetical Gen AI discussions to an accessible and user-friendly tool. Brands can apply this to ongoing projects with ease and meet the demand for personalization at scale. They can also integrate existing approved brand assets into their workflows.
Mark Singer, US chief marketing officer and agency lead of Deloitte Digital, at Deloitte Consulting LLP, said they wanted to keep humans at the center of creativity with CreativEdge. “While the technology will produce the product, it still requires that human touch to inform the tool with better data so that each brand-compliant output is better than the next. We believe that a ‘humans in the loop’ approach aims to set a new standard in the marketing world as it stands to uncover new possibilities and create real value faster than ever before.”
Jenny Kelly, head of content, Deloitte Digital, at Deloitte Consulting LLP, said marketers want tools that they can interact with. “CreativEdge allows those individuals to utilize Gen AI, informed by data they submitted, which helps to increase the quantity and quality of content they ultimately generate. This tool will help marketers improve productivity, and harness creative consistency without sacrificing the value that brands expect today.”
Deloitte Digital’s latest AI solution empowers marketers to lead the way on how campaigns come to life. Here are just a few examples:
Marketing Campaign Managers – can use the creative concept suggestions provided by CreativEdge to construct unique, compelling marketing campaigns
Marketing Strategists – can use CreativEdge to create detailed personas to understand the behaviors of different audience segments, informing keyword research and SEO strategy
Social Media Managers – plan out a visual narrative for video or audio content on social platforms. This ensures a consistent and compelling story. By using personas, they can develop customized social media assets, including relevant hashtags. And it allows for highly targeted content that appeals to specific audience segments.
Copywriters – can develop personalized and localized emails, and social media captions to effectively reach each segment of their audience. Graphic designers can also use this tool to develop a variety of assets that are tailored to the audience’s preferences.
Furthermore, the CreativEdge secure solution can be integrated into existing datasets, processes and legacy systems, offering a flexible solution that can function within an organization’s current technology, or combined with Deloitte’s m/suite workflow and content studio creative team for an end-to-end managed services solution.
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