Nicole Abdilla graduated with a Master of Science in Strategic Management and Digital Marketing from the Faculty of Economics, Management, and Accountancy at the University of Malta. She is now working as Digital Transformation Associate at EyeTech
What if your biggest competitor launched a full marketing campaign before you’ve even finished your morning coffee? That’s no longer a “what if” – it’s happening now with the capability of generative AI, which is transforming the marketing industry rapidly.
Generative AI, or GenAI, is no longer a buzzword reserved for tech enthusiasts; it’s a powerful tool that helps in producing high-quality content in seconds and challenging businesses to rethink how they create and communicate content. But as this technology evolves forward, questions emerge: Can both contributors co-create or does one inevitably take control over the other? And in what ways is GenAI redefining the content creation process?
Through my research at the University of Malta, I have explored human-AI collaboration, examining how the collaboration between content creators and GenAI is redefining content development in marketing firms. My findings offer actionable insights for business leaders in Malta, showing how to use GenAI’s capabilities while maintaining the human element central to the content creation process.
Key Findings
Through interviews with 24 industry professionals, several key insights emerged about GenAI’s strengths and limitations:
Enhanced efficiency and ideation: GenAI serves as a powerful tool, capable of generating diverse ideas at an unprecedented speed. This provides marketers with a valuable foundation for creative campaigns. Functioning as a highly efficient assistant, it delivers broadsuggestions, whether drafting blog posts or conceptualising visuals, thereby accelerating the creative process.
Limitations in emotional depth: While it excels at producing concepts and phrases, it often struggles to create content with emotional elements. It can develop a compelling slogan, yet it lacks the capacity to instil the authenticity and connection that resonate with audiences. Here, human creativity, emotional intelligence, and critical thinking remain irreplaceable.
Dynamic collaboration: GenAI performs exceptionally well in ideation and content generation but requires human oversight for content necessitating originality or a personal touch. In this collaborative process, GenAI generates the initial content, which humans then enhance with their creativity and strategic insight. However, concerns about over-reliance on AI surfaced during the research. Excessive dependence risks producing generic content lacking depth, while ethical considerations underscore the need for marketers to remain proactive in maintaining a balance between technology and human input.
Recommendations for business leaders
How can Maltese businesses take advantage of GenAI’s potential without compromising the distinctive qualities of their marketing? Based on my research findings, I propose the following actionable strategies:
Use GenAI as a starting point: Leverage GenAI to brainstorm ideas and create initial drafts. This approach enhances efficiency, enabling your team to focus on strategic priorities. For example, GenAI can produce a series of social media captions, which your team can then refine to align with your brand’s unique voice.
Prioritise human oversight: Consistently remind your team in reviewing and enhancing AI-generated content. For instance, while AI might draft a video script, your writers can enrich it with local references to strengthen audience engagement.
Invest in training: Equip your staff with the skills to collaborate effectively with GenAI. Training initiatives can focus on creating effective AI prompts and integrating its output with human creativity. Such investments are essential for maintaining a competitive edge in an evolving market.
Balance AI with human creativity: Encourage a workplace culture that embraces both technological innovation and human ingenuity. Encourage your team to experiment with GenAI while staying true to your brand’s narrative.
These strategies enable GenAI to enhance productivity without overshadowing the qualities that distinguish your marketing efforts. A notable example is Coca-Cola’s Create Real Magic campaign, which utilised GenAI to develop visuals while relying on human creativity to ensure emotional resonance.
The future of AI in marketing
My research highlights a fundamental principle that GenAI is a transformative tool, but it is not designed to replace content creator. Rather, it amplifies our capabilities, enabling the creation of content that is both innovative and authentic. For business leaders in Malta, the opportunity is substantial. By strategically integrating GenAI, businesses can streamline workflows, generate fresh ideas, and maintain audience engagement with content that feels genuine. The essential element is balance.
Nicole Abdilla graduated with a Master of Science in Strategic Management and Digital Marketing from the Faculty of Economics, Management, and Accountancy at the University of Malta. She is now working as Digital Transformation Associate at EyeTech
