Visual content has always been a bottleneck for marketing teams. Finding and creating visuals that fit brand aesthetics, then repurposing for each platform, consumes significant resources. AI image generators are changing this equation—40% of AI-using marketers now employ tools like DALL-E and Midjourney for custom image creation.
A New Workflow for Visual Content
Hootsuite shares an effective process: humans develop a design concept for a campaign and use AI to create mock-ups. A graphic designer or photographer then creates polished visual assets, and AI generates additional assets in the same style. Finally, humans touch up the assets to ensure perfection. This hybrid approach maximizes AI efficiency while maintaining quality control.
For PMMs, AI image generation offers particular value for rapid concepting. Need to visualize a campaign idea before getting design resources involved? AI can generate proof-of-concept visuals in minutes. While final production assets likely still need professional polish, AI dramatically accelerates the ideation and approval phases of visual content development.