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Dennis Damen / Merkstrategie
What is AI anyway and what can you do with it?
AI (Artificial Intelligence) is technology that learns, predicts and thinks based on data. Within marketing we often talk about two types of AI:
- Generative AI: Tools such as Chatgpt, Midjourney or Runway that create text, image, video or code yourself.
- Predictive AI: Systems that analyze customer data, predict behavior and help with timing and targeting.
You manage AI with a prompt: a short assignment or question that you enter into the AI tool.
Where we already use AI
At Vandeez we use AI in our process, not to replace people, but to make room for better work. A few examples:
- Come up with ideas: we use AI during brainstorms to quickly come up with new perspectives. Not as a final solution, but as an inspiration to continue thinking.
- Copy & formats: For example, for social posts, e-mails or website texts, AI helps us to make different versions or to improve texts faster.
- Get insights from data: AI helps us to see patterns faster in data and information. This way we make better substantiated choices.
- Explore designs and styles: we use AI to quickly explore visual directions. Think of atmospheric images or style suggestions. Not as a final design, but as a creative input.
- Support with web development: AI helps us to set up basic code, testing functionality and accelerating small technical adjustments. This way we have more time left for customization and refinement.
- Structure and planning: Whether it is about setting up a project planning, structuring content or organizing tasks: AI helps us to create and retain a faster overview.
With all these activities we notice that AI is getting smarter. It recognizes patterns, learns from input and continuously optimizes. But without a clear direction the output remains superficial. AI in marketing needs strategy, choices and a 'human touch' to be valuable.
What can you use AI for?
You don't have to have a marketing team to use AI for your business. AI offers opportunities for all types of companies and departments:
- Sales & Customer contact : automatic follow-up, chatbots, personalized mailflows
- HR & Recruitment : Generate vacancy texts faster, automate first screening
- Production & Planning : Smart predictions based on customer demand or stocks
- Information processing : Summaries of documents, meetings or reports
- Content creation : Set up presentations, product descriptions or blogs faster
Our advice? Start small. Choose one task or process in which you lose time. See how AI can support you there. Test, learn, optimize and build it out afterwards. Important: always keep control. Because AI helps you ahead, but it doesn't think for you.
Opportunities and risks of AI in Marketing
AI is developing in rapid speed and opens new doors for marketing: working smarter, more personal communication, switching faster. But that growth also entails risks. That is why AI requires clear choices, clear frameworks and a vision that looks beyond today.
Opportunities of AI:
- Working more efficiently and create faster
- Real-time insights, personalization and data-driven optimization
- New workflows, content formats and campaigns
Risks of AI:
- Bias, disinformation and privacy issues
- Dependence on tech suppliers
- Dilution of your brand identity by generic output
Use AI smartly, but stay careful and transparant. This is not only mandatory, but also strengthens your brand trust.
The future of AI
AI is developing at lightning speed. What is still experimental will soon become mainstream. Think of:
- Realistic videos, interactive journeys and even entire campaigns generated on the basis of input and data
- AI as a co-pilot that understands your brand, recognizes your style and build up content
- Smart dashboards with real-time performance and content advice
But that is precisely why your brand must have a strong foundation. Because soon it is not about what AI can do, but about what it should do on your behalf.
Brand strategy and creation remains human work
Everything we do with AI, we test against something that cannot replace a tool: feeling, context and creative capacity. AI helps you make your content. But determine what content and why? That remains human work. Just like translating your brand into a distinctive identity. That requires strategic choices and creativity, not just smart prompts. Click on the following links and discover how to create a distinctive brand strategy and visual identity for your organization.
Our vision of AI in short?
AI is a brilliant assistant. But you remain the director of your brand. That is why we do not work with AI or creativity, but with AI and creativity. Smart. Fast. Human. Strategic.
Want to know more about the use of AI?
Want to know more about how we use AI for brands that want to grow? Let's connect. . Person to person. Or person with ai. Contact us for a non-binding advice.
