AI content creation : A complete guide

What is generative AI for content creation?

Generative Artificial Intelligence is a branch of AI for content creation from information or data provided by human beings. It is capable of designing various types of content, such as images, texts, videos or audio content, in response to specific requests.

This technology is based on the use of natural language models and the analysis of available content. By identifying patterns and structures, generative AI can reflect and reformulate ideas or images. This opens up new possibilities for content creation.

The applications of generative AI are many and varied. It can be used to produce personalized marketing content, create images for websites, write product descriptions or even blog posts.

Images & AI

A notable example of the effectiveness of generative AI is MidJourney software, developed by the eponymous laboratory and launched in July 2022. This software generates stunningly realistic images from simple text descriptions and detailed prompts. After rigorous testing, these images are of bluffing quality and reality.

The rapid evolution of artificial intelligence over the years has made these image generators smarter and more suitable for professional use.

In the past, creating a creative campaign required researching image banks such as iStock or Shutterstock. It also required hiring a photographer if necessary, and using retouching software such as Photoshop to achieve the desired look. It took a lot of time and effort to match the project requirements.

With advances in generative AI, this traditional approach could be replaced by more efficient and cost-effective solutions. Paid media agencies, for example, will be able to benefit from the speed-to-market and reduced costs and overheads enabled by this technology.

Adapting to the future of content creation based on AI

As AI and programs like MidJourney continue to advance, the future of marketing and design is moving towards more personalized and automated experiences. However, it’s important to remember that creativity and emotional intelligence will always remain essential in these industries. AI can perform certain tasks. But it cannot replicate the human touch that makes creative services so powerful and emotionally memorable.

Striking a balance between technology and humanity will be essential as we move towards an increasingly digital future. The emotional connections we make with our customers will remain the real driver of success, however generative AI evolves.

Applications of AI content creation

Improve your static creations with AI

  • Symmetry: AI can have difficulty creating symmetrical images. Pay attention to details such as the size of hands, eyes, ears, mouths, etc.
  • Texture: Faces, hair and even clothing can appear plasticky. Be sure to adjust these elements for a more natural look.
  • Hands: This body part remains one of the AI’s weak points. The tool may ignore the way fingers intertwine or hold an object. Correct these anomalies manually if necessary.
  • Objects: The AI can reproduce the aesthetics of objects, but it doesn’t always understand their purpose. This can result in strange shapes or inappropriate positions. Check and adjust objects as necessary.
  • Text: Beware of AI-generated texts, as it doesn’t understand how they work or what they mean. If the program can copy a font, the text may be meaningless. Check and edit texts for consistency and relevance.

Creating advertising campaigns with AI

The application of AI in marketing campaigns has attracted a great deal of interest. And several brands have chosen to explore this innovative avenue.

In May, the Undiz brand, part of the Etam group, caused a sensation by launching a campaign created entirely by AI in just 10 days, thanks to Midjourney software. Two posters whose images were “generated by an AI” and this slogan: “Express your creativity”. Two young girls, underwater, wearing the brand’s swimwear, unreal mermaids defying the laws of fashion photography to spectacular effect. The brand also chose to integrate the flaws associated with AI.

AI content creation - Express your creativity Undiz
Express your creativity Undiz – A campaign generated by AI

The brand is taking on a new image positioning: it’s a fifteen-year-old brand aimed at Generation Z. This approach has enabled the brand to make huge savings in time and money, reducing production costs considerably.

Other brands such as Martini have opted for the use of AI in their “Unbottling Martini” campaign carried out in January 2023.

AI content creation - Unbottling Martini
Unbottling Martini – Ad campaign created by AI

Writing with artificial intelligence

Generative AI makes it possible to create various ad variants, in particular by playing with the wording used in their descriptions. This makes it possible to carry out AB tests using different types of words to explore various content options and choices. Currently, ChatGPT is the leader and most advanced in terms of text generation, but other players such as Microsoft are also embarking on this adventure.

However, despite the undeniable advantages of generative AI, it has certain limitations that are important to consider:

  • Obsolute data: The information collected by the AI may sometimes be obsolete, requiring rigorous verification to avoid spreading false or outdated information.
  • Lack of source indication: The information provided by AI often comes from websites, blogs or articles, without clearly indicating its source. It is therefore essential to systematically check this information to avoid disseminating dubious or non-credible content.
  • Lack of originality: AI lacks human subtlety, which means it can’t add a natural humorous tone or style to its creations. This can sometimes lead to surprising or even bizarre results.
  • Lack of experience: Unlike human beings, AI doesn’t have the ability to feel emotions or inject its own personal experience and point of view into the content it creates. As a result, certain emotional nuances may be lost.
  • Quality control: Generative AI can sometimes generate words or phrases that lack order or logic, underlining the crucial importance of human intervention to ensure quality control and optimal control of editorial strategy.


Generative AI represents a major advance in content creation, offering exciting possibilities for advertising and communication. However, it’s essential to recognize its limitations and remember that despite its effectiveness, the real creators remain human beings, able to bring their sensitivity, intuition and experience to bear on creating content that is both impactful and emotionally relevant. AI can be a powerful tool, but it must be used in a way that complements human intelligence to achieve the best results in creating quality content.

Anne Charles-François

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