The Human Touch

Our Creative Approach to Marketing AI

Here at TCC, we’re committed to staying ahead with cutting-edge tech and integrating AI into our creative marketing processes. When invited to explore the latest AI developments in marketing at a recent London event we were keen to share ideas and get involved. We were excited to discover new possibilities for leveraging AI tools to enhance our creative campaigns and to share the insights learned.

The Need for AI in Business

Let’s start with some stats, recent data presented at the event underscored the pressing need for AI adoption in the industry. A study of over 1,400 C-Suite executives identified AI as a top-three priority, yet less than 10% of staff are currently trained in AI tech, highlighting a significant knowledge gap. This raises the question: if AI is recognised as crucial, why aren’t more businesses investing in training?

As we navigate this early stage of innovation, characterised by advancements such as the release of ChatGPT just last year, it’s clear that businesses recognise the importance of AI but may be unsure of where to begin. The future is here, and we are ready to seamlessly integrate AI into our marketing toolkit, driving innovation and continuing to deliver exceptional results for our clients, while maintaining the human touch.

AI for Copywriting

One exciting development that we’ve been utilising is AI copywriting assistants. We’re talking virtual tools like Claude and ChatGPT that can generate optimised website copy, social posts, and more based on client profiles we provide. By uploading things like brand offering, tone of voice, USPs, customers testimonials and more, they’re able to capture each brand’s voice, while producing SEO-friendly content at lightning speed.

Exploring the GPT Store and Research Capabilities


Further to the publicly available tools, we’ve been exploring ChatGPT 4+ and the GPT store. We were amazed by demonstrations of these tools presented at the event in London; the sheer scope of what today’s AI can produce, from original designs to data-driven research reports, is incredibly impressive. These paid-for apps work with your data and allow you to gain deeper insights. Our goal is to feed AI the right inputs, a recipe for success so the output is bespoke to a certain segment or profile, like everything in life, the results are a reflection of what you put in to the process!

AI Assistants and Prospecting

A step further still, AI research assistants also offer intriguing potential, from competitive analysis to content auditing and more. Increased efficiency means more bandwidth for our team to focus on client deliverables, so AI Assistants and Co-pilots are an interesting and advanced level of AI that we’re keen to explore. Further to the insights these tools are able to provide, applications such as Apollo and Phantombuster enables extraction of prospect intel from sites like LinkedIn and therefore create personalised marketing tailored to them, making our client outreach more personalised and targeted than ever.

Exploring AI’s Role in Creative Work

When it comes to ideation and production, AI still has a long way to go. However, there are ample opportunities to utilise AI for accelerated workflow, whether it’s AI-powered collaboration tools or automating rote design tasks. Platforms such as Adobe Color, Adobe Firefly, Ziflow, and SORA, which offer some pretty cool functionality around prompts and colour palettes. Some AI tools offer the ability to integrate with GPT tools, offering data-driven insights and creating mock ups that creative teams can use to enhance their unique offering. With the right input, AI can free us up to devote more time to the high-touch creative work we love.

It’s certainly an amazing time for exploring latest tech creative potential. Here at TCC we take a test and learn approach with the rapid emergence of AI tools that can add real value to enhance continuous learning and improvements. Here’s a quick guide to share how you can also adapt AI to your business.

A Quick Step Process to Adapting AI in Your Business

Here is a step-by-step process for adopting AI within your business:

  1. Audit your data and processes. Clean up databases, optimise workflows, and consolidate documents to prime your business for AI integration. Quality data in = quality insights out.
  2. Define a focused AI pilot project. Pick a specific team and use case to target and start small. Clarify the goals you want AI to help accomplish.
  3. Brainstorm how AI can add value. Hypothesise solutions and applications to pilot. Avoid boil-the-ocean thinking.
  4. Test and experiment. Try different AI models and assess performance. Don’t be afraid to fail and modify approaches. Let real-world feedback guide iteration.
  5. Prove value. Once the AI pilot shows tangible benefits, quantify ROI and impact. Demonstrate how it moves key metrics.
  6. Scale what works. Expand the AI solution across your business, customising for each new use case and team.
  7. Continuously retrain models. Your data and needs will evolve, so continuously provide new inputs to keep AI accurate and effective over time.

Stay nimble. AI systems change rapidly. Re-evaluate tools regularly.

Copyright ©2024 - TC Communications Ltd. All rights reserved