We are living in an incredibly exciting time. AI technology is transforming our daily lives faster than any technology before it. The content-driven brand marketing industry is no exception. AI is not only creating text but also generating images and videos at a rapid pace. It’s gradually addressing the lack of human touch, which has been a notable drawback. Based on my experience, I anticipate that by mid-2025, it will be difficult to distinguish between human-written and AI-generated content.
But AI isn’t just reshaping content creation. AI-powered chatbots are revolutionizing customer service by responding to inquiries in real-time and analyzing customer needs simultaneously. With their ability to process data collected from various channels — chatbots included — and identify patterns, these tools can predict customer preferences and behaviors with precision. By combining data analysis capabilities with content creation, businesses can analyze customers’ desires in real-time and deliver personalized content just as quickly.
For instance, imagine a consumer visiting a company’s website to search for a specific product. AI can not only provide detailed information on that product but also analyze the visitor’s data to generate and present supplemental information on the spot. For a customer in Seoul, the system could suggest nearby physical stores where the product is available. If a customer browses a fashion brand’s website, AI can instantly analyze style preferences, color trends, and seasonal fads based on their search, then generate and display personalized text, images, and videos. If the customer provides their body measurements, AI can create a tailored demonstration just for them.
In the travel sector, AI could suggest customized itineraries for a destination the customer has shown interest in, complete with smart pricing options. Personalized travel content would likely leave a positive impression. While the actual purchase decision is another matter, the chatbot may well handle that challenge. Ultimately, it’s the ability to analyze data and deliver relevant information in real-time that makes all the difference.
Brand journalism, built on a foundation of content, is also poised to ride this wave of change. Up until now, brand journalism often seemed like little more than a marketing buzzword — struggling to deliver tangible results. There was a fundamental gap between the information companies wanted to share and the content customers wished to read. The two seemed like parallel lines extending infinitely without ever converging.
Thanks to AI, the volume of content has skyrocketed. There are even rumors that most blog posts are now AI-generated. Without a strategy to adapt, consumers will feel lost in a sea of information, unable to find what they need, while companies offer content that fails to resonate with their audience. In fact, some businesses are questioning the necessity of content marketing — cutting budgets significantly. While that may seem like a reasonable choice, my two decades of experience lead me to advise against it. Once a brand sinks beneath the surface of the content ocean, it costs far more to rise back up.
Ironically, the solution lies in AI. The goal is clear: consumers want content that is relevant and useful to them, while companies aim to meet those needs and enhance their brand value — whether that’s in terms of reputation, recognition, or revenue. The idea I proposed earlier in the third paragraph is one possible approach to achieving this goal.
AI technology will bring unprecedented innovation to brand journalism and content marketing. News organizations are already experimenting with AI-driven journalism. Similarly, content service platforms are exploring various ways to integrate AI into their offerings. The question is, where should companies start? That’s exactly what I’m pondering — “What should our company tackle first?”
