Gen-AI & The Human Touch: Welcome to Efficiency Wonderland

In an era where creativity and agility are crucial for market success, content creators are seeking new ways to make their work more efficient and imaginative. Gen-AI opens up precisely these possibilities — yet the challenge lies in integrating this technology without losing the human touch and authenticity.

Efficiency and Creativity Hand in Hand

Marketers are familiar with the promise of Gen-AI: to boost efficiency and creativity, optimize workflows, and expand creative horizons. However, crucially, Gen-AI cannot fully replace the “human touch.” The challenge is to use the technology in a way that preserves brand identity and the authentic voice of companies.

The Hype Around Gen-AI

Gen-AI is a hot topic. It appears everywhere: in podcasts, keynotes, start-ups, and team calls. The hype is justified. Gen-AI is revolutionizing the workplace, value creation, and creativity. It transforms content creation, thereby reshaping marketers and marketing departments worldwide.

Fears and Reality

Initially, many marketers feared that Gen-AI could replace their jobs overnight. However, the opposite is true: Gen-AI does not take away jobs. Instead, it replaces administrative or laborious tasks, creating space for strategic and creative work. The key is to master Gen-AI so that one can delegate time-consuming and resource-intensive tasks.

Efficiency in Every Phase of Content Creation

From ideation to distribution, Gen-AI can be applied at every stage of the creation process. In the idea phase, it expands creative horizons and structures thoughts. During production, it increases efficiency and saves resources. And in the distribution phase, it optimizes performance by analyzing keywords and advertisements.

Gen-AI is now ready to be used in various disciplines of content marketing:

  • Copywriting: Creation of blog posts, articles, and social media content.
  • Voice: Realistic voice recordings for videos and podcasts.
  • Graphics: Design elements and layouts for marketing materials.
  • Video: Editing and optimizing video content.
  • Web: Assistance with designing responsive websites.


The efficiency gains from using Gen-AI are immense. It has the potential to significantly transform cost structures and free up valuable time for creative and strategic tasks. However, it is crucial to preserve the human touch, avoid generic content, and protect the authenticity and voice of the brand.

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Jennifer Duhs

Manager & Capability Lead Digital Marketplace

Florian Hack

Head of Marketing