Truth Collective is a US-based organization, assisting businesses across the globe to portray an accurate, forward-thinking brand profile. With a mission to promote bravery and innovation, Chief of Brand Experience Josh Coon comments on the modern developments of Artificial Intelligence (AI) and how it may interact with the marketing industry.
While AI has become an increasingly pertinent function throughout an array of industries and disciplines, it has also become an integral part of everyday life. Since its introduction, AI has been met with mixed opinions – with some feeling apprehensive of its impact on the job market, and others deeming it an evolutionary moment for humanity.
As the dust has settled and the general consensus has developed, AI has paved the way for a ‘new normal’. Businesses across the board have opened themselves up to AI as a collaborative tool and for marketing organizations in particular, a new creative accelerator.”
Undoubtedly, AI has sparked a disruptive transformation that has reshaped the way marketing campaigns are approached and considered. In order to maintain relevance and respond to this societal shift, agencies like Truth Collective have begun re-evaluating their creative process and internal business strategies. In fact, a recent study conducted by Deloitte revealed that 6 out of 10 marketing leaders utilized AI in their activities last year. However, transitioning from the traditional approach to one that requires a brave step into a new direction, can be daunting for some.
With a belief of ‘Brand Ever Braver’, Truth Collective champions the idea that innovative practices must be adopted to keep up with technological advancements, with the bravery of such endeavors impacting the clients they serve.
Josh continues: “Marketing organizations could greatly benefit from implementing AI tools to drive their creative output. At Truth Collective, we have already experienced a material difference in our internal functions. In turn, this has a positive ‘knock-on-effect’ on our clients, who receive more targeted and meaningful services as a result. AI has helped us gather insights through virtual focus groups, cultivate diverse feedback, and bring our ideas to life in new and exciting ways.”
Internally, artificial intelligence could help to create more versatile marketing teams; those with little experience in the generation of image or sound, are granted the ability to do so, with ease. In a recent project completed by Truth Collective, the organization produced a custom music playlist, equipping a client with songs and lyrics that brought their brand to life. This is just one example of how agencies can supplement their work with AI tools and accelerate their creative output.
Alongside the rise of AI is the growing prominence of social media marketing, with 77% of businesses worldwide, using this medium to reach their customers. To leave a lasting mark in the fast-paced landscape of popular social media platforms, marketing must be strategically placed. Catering to this, Truth Collective has developed shorter-form video strategies and introduced artificial intelligence in the creation of digital voice overs. By cultivating a series of characters, Truth Collective enables organizations to refer back to the same vocals and form their own, identifiable brand voice.
Artificial Intelligence may also be used for instant translations so content can reach a broader audience and elevate brand accessibility. Josh adds: “Accessibility is a tremendous benefactor – this one aspect alone, can pose a huge advantage for any business. Coupled with a personalized marketing strategy, AI assists businesses to transcend language barriers and interact with their audience in a seamless and engaging manner.”
As AI continues to lead ground-breaking developments in the marketing space, Josh Coon and the team at Truth Collective stand at the forefront of a creative revolution. This agency, like many others around the world, hopes to integrate artificial intelligence in a way that engages the contemporary audience and elevates operational practices, while creating brave, creative work that connects with audiences in a way that has never been seen before.
