Australia’s Marketing Innovation: AI and Creativity Merge

In Australia, the marketing sector is testing how creativity, artificial intelligence (AI), and data can combine to turn attention into sustained growth. New research from Adobe reveals that Australia is among the most demanding markets for new content, with 86% of marketing teams reporting increased demand over the past two years. This shift necessitates a reevaluation of how content is structured and managed.

Duncan Egan, Adobe's Vice President of Enterprise Marketing for Asia Pacific and Japan, explains that marketers are under pressure to deliver personalized, high-impact content quickly. He emphasizes the importance of connecting offline and online worlds to deliver the right message at the right time and in the right format.

Debra Taylor, a partner at Deloitte Digital, notes that the rise of AI-driven search and chat interfaces is reshaping how brands think about visibility and value. She stresses the need for organizations to treat content as an asset, with AI enabling creative people to focus on strategy rather than administration.

Australia's marketing sector feels the pressure of these changes, with many organizations producing over 1,000 brand assets annually. Egan states that AI can help unify creativity, marketing, and AI capabilities to build trust with customers. He adds that the next phase will focus on connecting creativity and analytics.

Taylor believes AI has the potential to reinvigorate creativity in digital channels. She emphasizes that AI frees creative individuals to focus on strategy and storytelling. Egan concludes that AI can help turn fleeting attention into trust, suggesting that the combination of creativity, marketing, and AI can help organizations build lasting relationships.