Discuss the impact and opportunity of using Generative AI to support your development and creative teams * Explore business challenges in content creation * Cost-per-unit of different types of content * Use AI to reduce cost-per-unit * New partnerships being formed that will have a material impact on the way we search and engage with content Part 4 of a 9 Part Research Series named "What matters in AI" published on www.andremuscat.com

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GENERATIVE AI,
THE FUTURE OF
PRODUCTIVITY
WHAT MATTERS IN
ARTIFICIAL INTELLIGENCE SERIES

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What matters in AI Series
For executives needing to understand the macro and strategic trends in artificial intelligence, its
opportunities and impact from a non-technical perspective.
WHAT MATTERS IN AI SERIES
AI For
Business
Leaders
1
Utility of AI.
Unleashing new
value across
industries
2
Meet
Generative
AI
3
Intelligent
Automation
(IA)
5
Monetisation
of AI
6
Essentials to
build solutions
with AI
Capabilities
7
Stakeholder
Engagement
in AI Work
8
Risk
Management
in AI Work
9
The Future
of
Productivity
4

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 Explore business challenges in content creation
 Review cost-per-unit of different types of content
 Use AI to reduce cost-per-unit
 New partnerships being formed that will have a material
impact on the way we search and engage with content
TODAY’S AGENDA
GENERATIVE AI, THE FUTURE OF PRODUCTIVITY
Discuss the impact and opportunity of using Generative AI to support your
development and creative teams

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AT THE VERY CORE ITS ABOUT ELIMINATING FRICTION
Quicker Adoption Faster Delivery
Greater Accuracy
Increased Productivity

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BUSINESS
CHALLENGES IN
CONTENT
CREATION

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AVERAGE COMPANY BUDGET FOR DIGITAL CONTENT
Source: Gartner, Statista, CMO Survey
9.5%
Average percentage
of a company’s
revenue budgeted on
marketing to earn
visibility for products
and services
80%
Average
percentage
directed towards
digital marketing
Of
which
46%
Spent on content
creation – including
strategic planning,
organic SEO,
resource allocation,
writing and more
Of
which

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SPENDING TOO MUCH TIME CREATING CONTENT
Source: CoSchedule (n=1,597), ContentGrip by Enricko Lukman
3.4
4.7
6.2
5.7
5.0
4.8
Social Media
Blogs
Videos
Webminars
Ebooks / Whitepapers
Podcasts
AVERAGE TIME (HOURS) PER PIECE
Blogs
48%
Social Media
24%
Email /
Newsletters
14%
Ads
5%
Ebooks /
Whitepapers
4%
Courses /
Webminars
3%
Podcasts
1%
TYPE OF CONTENT CREATED

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 For each email that your company sends, how long is typically spent on each
of the following tasks?
TASKS AND EFFORT TO SHIP AN EMAIL
42%
34%
43%
43%
29%
20%
25%
27%
35%
34%
36%
33%
30%
35%
42%
38%
14%
16%
12%
14%
20%
24%
19%
19%
4%
6%
4%
5%
11%
11%
8%
8%
5%
10%
5%
5%
10%
10%
6%
8%
Post-send analytics and analysis
(Average: 2.64)
Reviews and Approvals
(Average: 4.21)
Testing and troubleshooting
(Average: 2.38)
Data logic and setting up in systems
(Average: 2.61)
Coding and development
(Average: 3.80)
Graphics and design
(Average: 4.10)
Copywriting
(Average: 3.37)
Email conception and planning
(Average: 3.61)
< 1 hr
1 - 2 hrs
3 - 4 hrs
5 - 8 hrs
9+ hrs
Source:
Litmus

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AVERAGE UNIT COST (USD)
Dedicated video 425
Link in description 200
Product shoutout 250
Feed Post 175
Story Post 100
Source: Sproutsocial.com
Feed Post 175
Feed Post 225
Reels (video) 175
Story post 100
Quote Tweet 175
Tweet 100
Retweet 100

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CONTENT PRIORITES
98% 98%
61% 61%
47%
32%
Social media
messages
Blog Posts /
Newsletters
Videos Webminars Ebooks /
Whitepapers
Podcasts
43%
Marketers saying biggest
challenge with visual content
is producing it consistently
34%
Marketers creating their own
graphics/visual content
Source: VisitorQueue.com, 52 Marketing Stats You Need to Know for 2023
80%
Internet traffic in video/visual
content

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MASSIVE BUSINESS INTEREST TO USE AI
Increase quality and
consistency
Decrease production
unit cost
Increase volume of
published content

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BUSINESS
OPPORTUNITY

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 Productivity | Velocity of delivery | Decision Making
 Making international communication easier by translating messages to your
preferred language across text, audio and video in real-time
 Facilitating understanding of content in different languages
USE CASES - BUSINESS
SEO Optimisation
Create Reports,
Presentations and
other documents
Text
Summarisation
Customer Support
Text & Audio
Language
Translation
Audio & Video
Transcription
Product
Recommendations
Personalised
Investment
Portfolios

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BRINGING NEW VALUE TO SOLUTIONS
Avatars
Photo Sharing
Video Streaming
Legal Services
Angel Investing
Stock Picking
Investment Advice
Architecture
Home Design
B2C Marketing
Selling Real Estate
Landscaping
Website Building
Development
C2C Marketing
B2B Engagement
Social Networking
Dating Networks
Music Distribution
Event Planning
Payments
Loans
Credit Cards
Sales & GTM
Advertising
Copywriting
Screenwriting
Games
Job Boards
News
Sports
Security
Recruiting
Business Intelligence
Art & Design
Teaching

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CRITICAL PARTNERSHIPS FORMING TODAY

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 Digital helpers
> Compliment human capabilities
> Look & Sound human
> Understand & respond human
NEW, DIFFERENTIATED CAPABILITIES & EXPERIENCES
 Integrated 3D, metaverse and
immersive experiences
> Games & Entertainment
> Customer Service & Support
Gaming Advertising Banking & Finance Surveillance Healthcare
Insurance & Claims
Management
Utilities Retail Logistics Sport
Fraud
Prevention
Risk
Management

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 Explored business challenges in content creation
 Reviewed cost-per-unit of different types of content
 Used AI to reduce cost-per-unit
 Saw new partnerships being formed that will have a
material impact on the way we search and engage with
content
WHAT WE TALKED ABOUT
GENERATIVE AI, THE FUTURE OF PRODUCTIVITY
Discussed the impact and opportunity of using Generative AI to support your
development and creative teams

18. www.andremuscat.com
What matters in AI Series
For executives needing to understand the macro and strategic trends in artificial intelligence, its
opportunities and impact from a non-technical perspective.
THANK YOU! WHAT WE EXPLORE NEXT…
AI For
Business
Leaders
1
Utility of AI.
Unleashing new
value across
industries
2
Meet
Generative
AI
3
Intelligent
Automation
(IA)
5
Monetisation
of AI
6
Essentials to
build solutions
with AI
Capabilities
7
Stakeholder
Engagement
in AI Work
8
Risk
Management
in AI Work
9
The Future
of
Productivity
4

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