Creative automation is the process of using technology and data to streamline and optimize creative content production. The goal is to generate and distribute a large volume of creative materials efficiently and scalable. Starting with single posts, going to the creation of HTML banner sets and image videos up to professional TVC - all can be done in an automated manner but without the loss of creativity.
To start with creative automation, you'll need to establish a solid foundation based on several key elements and a change of the actual process:
Before starting with the implementation of strategies or the integration of new approaches and tools, you first need to know what you want to achieve with Creative Automation. Therefore ask yourself and your team the following question:
Having the answers in place, the basis needs to be checked, as to realise the full potential of creative automation, the following must be in place:
This is necessary because for creative automation, applicability across many formats should be the goal.
Content assets should be produced with the answer to the following question: How can I use them repeatedly and thus sustainably for different content and formats?
In some cases, simple decisions are already decisive: Do I have assets shoot products with shadows, for example, or generate them in the production process of the respective formats in order to be able to use the product shots in a more versatile way?
Do I really shoot all products or do I rely on the creation in 3D, for example, to be able to easily exchange labels (keyword internationalisation) and to be able to easily generate animations in addition to using stills? Will I also need shot backgrounds in the future or do I prefer to work with simple, e.g. coloured surfaces that give me more leeway? Or do I perhaps also use AI-generated images that offer more scope for testing?
All these questions, and of course the answers to them, lead directly to more scalable thinking. Sit down with all creative teams to define synergies and best practices based on pros and cons.
A clear storage of data is crucial for reusability, but above all findability for all teams (national and international). For this, a DAM system or at least a well-structured filing system - ideally in the cloud - should be used, on which external producers can also store their data. With clear naming and precise filing, assets are used more often because everyone is aware that they exist and that they can be used.
In addition to a clear filing structure for creative data, user data is of course also indispensable for more efficiency. Use data-driven insights as a basis for your creative decisions and to personalise content for different target group segments. Through A/B testing, for example, data can be enriched and decisions can be better affected, leading to sustainable success in terms of customer retention, cost efficiency, scalability and responsiveness.
For creative automation, applicability across many formats should be the goal. This means, for example, that the asset can be created on the basis of one format (16:9), but can also be adapted directly for other formats and created automatically. In this way, a complete banner set can be created on the basis of an HTML banner, with different sizes (portrait, landscape, square).
To create content for different campaigns and in different formats as automatically as possible, it is important to define a structure that covers as many content types as possible and a design that behaves responsively. Therefore you should:
If you start with a well-defined foundation, you can successfully implement creative automation and efficiently achieve your marketing and business goals. To do this, it is a good idea to start with a use case and then work your way forward.
Remember that creative automation is an ongoing process. Regular evaluations and adjustments are essential for long-term success and provide even more scalability.
Our team will be happy to help you with the inventory analysis, support it with design scalability audits and the definition of how assets can be produced sustainably and define the first use case with you.