Are you optimising AI to work smarter? Companies that are slow to embrace new technologies could be handing their competitors an easy advantage. Within creative content making, AI tools are accelerating workflows and streamlining processes. Watch as Casey Wishart co-founder, Roslyn Shaw and Creative Partner, Stuart Mackay, reveal how we use AI in our day-to-day work, from strategy and conception to final delivery. Learn which four creative content roles we believe will remain uniquely human for the foreseeable future.
Speakers: Roslyn Casey Shaw - Co-Founder & CCO, Casey Wishart & Partners and Stuart Mackay - Creative Partner, Casey Wishart & Partners
Roslyn Casey Shaw: To explain how we’re using AI in our creative business, I think it is useful to define what is creativity.
So unlike art, which is a very personal expression, Creativity is a highly logical, predictable process that you go through in order to create something new or invent something.
We have decoded that creative process for our business.
It starts with identifying the problem, which is the most important piece. And we find that to be the uniquely human piece.
What is the problem we are trying to solve?
Who are we talking to? What are the risks that we need to avoid along the way?
The next stage is doing the research and exploring what’s in the universe that will inform the solution. And that is a human plus machine interplay.
The next process is where we really rely on AI, and that is to synthesise all of that data and churn out from that an early hypothesis.
But, AI is not living and breathing in the world
and having conversations and going to networking events and learning all of the time.
And so there’s a lot of the world which hasn’t yet been turned into data, and that is obvious when you get those first products from AI.
Then we help our clients to understand that journey and how to make the best use of that asset to engage their communities.
Stuart Mackay: We use a host of AI tools to really enhance and speed up our workflow processes.
Text to image generators such as Stable Diffusion and Midjourney really help us kick off that creative process.
We also use tools such as Runway and Adobe Firefly that really speed up workflows that
used to take such a long time before. Rotoscoping, blurring, and things like keying,
such as this.
AI is a fast moving environment and things are changing on an almost daily basis.
The key to using all these AI tools is the vision to prompt and the skills to refine.
Roslyn Casey Shaw: We have identified four roles that we feel are pretty secure for the long-term:
There is The Definer.
There is The Interpreter, who is putting those prompts into any AI model to tell them what to do.
There’s The Creative, who is refining what the AI comes up with, bringing their uniquely human lens to the piece.
But critically, the fourth role is The Service Provider who understands all of those processes and takes accountability for everything working well. Probably the most important role of all.
We are very focused on doing those four roles very well and are excited to see how this plays out in the future, working hand in hand with AI.
Endframe: Casey Wishart & Partners. Your expertise. Our journalism.
Introducing The Corporate Newsroom
Marketing teams are increasingly embracing the principles of journalism to operate like newsrooms, communicating with clients and internal stakeholders directly and more frequently via their own channels.
But while AI tools are increasing efficiency, marketers are still struggling to juggle multiple hats. A recent study from the Content Marketing Institute suggests that in 30% of large organisations just one person is responsible for all types of content, so it’s no surprise that generating ideas and creating engaging content are cited as top challenges.
To help, we’ve developed The Corporate Newsroom. The series will provide insight, inspiration and best-practice examples from our network of journalists and business specialists on how to create impactful content, consistently.
Watch for more on how to create content with confidence. Learn more about the Casey Wishart team in the video here.
Speakers: From Casey Wishart & Partners: Roslyn Casey Shaw - Co-Founder and Chief Commercial Officer; Emma Crosby - Presenter/Broadcaster & Strategic Partner; Satwant Wishart - Co-Founder and CEO; Tiffany Davies - Producer; Geoff Cutmore - Strategic Partner
Roslyn Casey Shaw: This is the hero video that's going to set up the series.
Emma Crosby: So, who’s the target?
Roslyn Casey Shaw: Our people. Specialist content marketers.
Satwant Wishart: The top line is that more and more businesses are realising that they can be their own media and news channel.
Tiffany Davies: Let’s do a rehearsal.
Satwant Wishart: By creating and sharing content on their own platforms, organisations are able to have direct, two-way conversations with clients, internal stakeholders, even their own colleagues. And they can measure success.
Geoff Cutmore: So, have you got the data to support that?
Satwant Wishart: Well, there’s a lot of research that points in this direction. In one survey, 60% of B2B marketers said that social media, followed by content marketing were the most effective channels at driving revenues. (Source: 2023 State of B2B Digital Marketing)
And 71% of marketers say content marketing has become more important to their organisation over the last year. (Source: Content Marketing Institute 2023)
Roslyn Casey Shaw: If you think about how hard it is for B2B marketers. They’ve basically got to be producers and journalists now.
Emma Crosby: Wow, so what you’re saying is as well as carrying on their traditional marketing roles, they’re essentially having to run their own newsrooms now.
Roslyn Casey Shaw: Exactly. Exactly. And quality and consistency is a real issue.
There’s research that says 30% of organisations have just one person doing all their forms of content. (Source: Content Marketing Institute 2023)
Geoff Cutmore: So let's present the solutions next.
First, if you want to have impact, the kind of impact of a publisher, then you need to deploy journalistic principles, which means you need quality, authenticity and data-driven insight.
Satwant Wishart: Plus, your people need to be central to any content strategy , especially on social.
Roslyn Casey Shaw: Your episdoe is on how they present that information on social and have impact.
Emma Crosby: What else is in the series?
Roslyn Casey Shaw: We have a specialist on community building, AI tools that marketers are using, and how to get the best from big events like Davos.
Emma Crosby: Inspiring leaders tell stories.
Endframe: The Corporate Newsroom
