Why AI Is Still A Shiny New Object In Content Creation

19 Apr, 2024

In the latest episode of MAD//Fest's partner podcast, Shiny New Object, Bimbo Bakeries USA's Senior Director of Media, Analytics and Content, Marie Casimir Fallon, talks about the value of AI for brainstorming and repurposing content.

Marie Casimir Fallon has had an impressive 20+ year career in marketing and media. She is currently a Senior Director at Bimbo Bakeries USA, where she leads teams focused on media, analytics, and content. Throughout her career, Marie has worked for large consumer packaged goods and pharmaceutical companies on both the agency and client sides. She emphasizes the importance of lifelong learning, citing her own experience with continuous education and teaching.

AI & Content Gains

Marie is excited about artificial intelligence (AI) and its potential applications, focusing on the positives it can bring to data driven marketing. She sees opportunities for AI to maximise content development for brands with modest budgets: "I see some really amazing opportunities...when you have brands that have have modest budgets, for example, they can really benefit from having the capabilities of… being able to create additional content for various platforms." Marie is focused on understanding how brands can leverage AI "to understand what content has resonated well with audiences, and creating more of that."

Data-Driven Marketing Strategies

As a leader in media, analytics, and content, Marie understands the importance of working with the right data. She emphasises the need to "analyse data and gain insights into [consumers’] buying habits, preferences and behaviour." For example, analysing data beyond the obvious helped Marie uncover why a competitor's products were outselling theirs to the Hispanic customer segment.

How do you succeed at this? Start with a really good brief that asks the right questions and ensure you collaborate with the right experts across teams.

Don’t Forget the Human Element

While excited by AI's potential, Marie acknowledges concerns about removing humanity from creative work. She argues that "you still need very much a human element." As Marie says, "if you let the model sort of like run free, without having human intervention in the beginning and in the end, you could have things like hate hate speech going around." Marie advocates for humans to provide prompts and filter AI-generated content.

The host of the Shiny New Object podcast is Tom Ollerton, founder of Automated Creative.