The digital landscape is seeing an explosion of AI-generated content. A recent example is the AI-created Adidas concept ad “Floral” that went viral (despite not being an official Adidas campaign). Built using tools like RunwayML and Midjourney, it blurred the lines between reality and imagination, sparking consumer demand for products that don’t exist. While AI is transforming content creation across industries, the real challenge is ensuring it drives impact rather than just adding to the noise.
More Content, More Noise
Today’s AI capabilities represent the baseline of what’s coming. As these tools become more sophisticated, we’re witnessing an explosion of AI-generated content across every channel. However, as content becomes easier to create, it’s becoming harder to stand out. This “Sea of sameness” presents both a challenge and an opportunity. While organisations scramble to produce more content faster, the real winners will be those who strategically balance efficiency with impact.
The key isn’t avoiding AI – it’s using it intelligently to create space for creativity. At DBLX, we’re seeing great results when organisations use AI to:
- Accelerate context review and research
- Generate initial script drafts and content frameworks
- Streamline copy review and optimisation
- Create rapid prototypes for testing
By automating these foundational elements, teams can focus their energy on the creative aspects that truly differentiate their content such as:
- Deep audience insights and contextualisation
- Innovative storytelling approaches
- Nuanced cultural adaptations
- High-impact creative
The Personalisation Imperative
We’re well past the era when personalisation meant simply adding someone’s name to an email or content suggested to you just based on the highest trending that day or the most hits over time. Today’s audiences expect:
- Content that reflects their specific context and situation
- Delivery through their preferred mediums and platforms
- Experiences that adapt to their behaviour and preferences
- Content that moves them towards skill or personal development goals in clear achievable ways
- Messaging that resonates with them and is reflective of the business they work in
The demand for personalised content spans an ever-growing array of channels and formats offering the learner choice of selection from interactive learning experiences to short-form video content, podcasts and adaptive assessments.
Success requires not just creating buckets of content, but ensuring learning or comms objectives are met and impact can be measured. This is where DBLX stands apart. We’re not just another content provider – we are your strategic partner across the content and platform spectrum. Whether you need rapid, AI-enhanced content production for scale, deeply customised, high-impact experiences or a sophisticated blend of both!
We help you navigate this complex landscape with a clear strategy that:
- Identifies where AI can accelerate production
- Pinpoints opportunities for deep personalisation
- Creates space for creative excellence
- Ensures consistent quality across all content types
- Understand the digital journey your people take to get to content
- Works with you in and around your existing teams, tech stack and content
As AI-generated content becomes increasingly widespread, breaking through the noise demands:
- Deep understanding of your audience
- Strategic use of automation and AI
- Creative innovation in content design
- Sophisticated personalisation strategies
The future of content isn’t about choosing between AI efficiency and custom creativity—it’s about combining both strategically. We provide expert guidance on optimisation, deep experience in custom content creation, and a focus on impact rather than content for content’s sake.
Ready to explore how we can help you break through the content noise? Let’s start a conversation about your content strategy.
*Credit to Rabbit Hole on “Floral”