How Nomad Digital Bureau Uses AI to Build Better Brands.
AI is transforming brand creation, marketing and communications. However, the implementation of AI is not an AI strategy.
At Nomad Digital Bureau is AI marketing agency, and we incorporate artificial intelligence into certain stages of our marketing, creative and digital production processes from the generation of AI graphics and influencer videos to the ideation, research, testing and analysis of the performance of our content.
However, there is one crucial point here.
We do not see AI as something that can replace the marketing strategy. On the contrary, we think it can make marketing better.
It all starts with identifying the business problem, knowing the audience and deciding on what the brand needs to say, and only after that figuring out how AI can help to do that quicker, easier or more effectively.
What We Actually Mean When We Say "AI"
There is a distinction between developing AI technology and using AI technologies for developing marketing processes.
When creating a custom machine-learning algorithm for a project, a business could take months to create datasets, train models, build infrastructure, etc.
This is not what we do. we are AI digital marketing agency, and we provide AI marketing services.
What we do is different.
We leverage existing commercially available AI technologies within the marketing process.
For instance:
AI → Creative Idea → Human Guidance → Production → Post-production → Delivery → Performance Analytics → Iteration
Where the AI technology stands in the process is the valuable part of our approach.
How We Use AI in the Creative Process
Business objective → Audience research → Positioning & message → Creative concept → AI-assisted production → Human creative direction → Editing & quality control → Campaign / content distribution → Performance data → Iteration
Take note of this critical point:
AI is not at the starting point of the process. So we are AI influencer agency which also operates as AI UGC agency, AI content creation agency & AI creative agency.
Hence It’s the business goal that is the first thing to be considered.
AI can be applied when the process reaches a point where it could enhance production or iteration.
AI Influencers and AI Avatars
AI influencers are among the most common uses of generative AI in the marketing world. However, creating a person using AI is quite easy. Developing an effective brand character is more difficult.
A proper AI influencer project can involve:
Character development → Visual identity →Personality → Voice → Content pillars → Scriptwriting → Product integration → Scene creation → Video generation → Editing → Captions → Calls to action → Creative variations
For example, a consumer brand might need an AI creator to produce:
Product demonstrations → Educational videos → UGC-style recommendations → Street-interview concepts → Product comparisons → Promotional videos → Problem-solution videos
The technology helps us produce these concepts.
But the marketing strategy determines which concepts are worth producing.
AI UGC for Advertising
UGC User Generated Content has become an important creative format for social advertising.
AI can help brands produce UGC-style creative without requiring a traditional production setup for every variation. But there’s a catch.
A person standing in front of a camera and saying: “This product is amazing. You should definitely try it.” isn’t automatically good advertising.
The important questions are:
Who is this message for?
What problem does it address?
Why should someone believe it?
What makes them stop scrolling?
What should they do next?
That’s why we treat AI UGC as a creative format, not a strategy. The strategy comes first.
Using AI to Test More Creative Ideas
UGC or User Generated Content has become one of the key formats of social media advertisement because people react differently to ads that look like part of the social network rather than a piece of classic advertising. AI can facilitate the generation of various creative versions based on UGC principles, yet generating an image of a robot who talks about the product does not mean that the content would be effective UGC.
The main issue is whether the creative content has something that could make the audience stop, think and take action. A general statement saying that the product is “amazing” or that people “have to try it” cannot be a good reason for believing in it. Creative content still requires a compelling headline, an identified problem, a plausible explanation, and a call to action.
It is here that we think AI can be used in the process of advertising creation. AI can help us generate variations of one idea, yet the idea itself must be created based on our knowledge of the customer and advertising objective.
Using AI to Test More Creative Ideas
One of the practical advantages of AI is the ability to explore more creative possibilities. Imagine a campaign that needs several different hooks, messages and visual directions. Producing every combination through a traditional production process could require considerable time and budget.
AI-assisted production can reduce the friction involved in exploring those possibilities. Instead of spending the majority of the production budget on one creative direction, a brand can potentially explore multiple concepts and learn which ones deserve further investment.
This creates a continuous marketing cycle. We develop creative ideas, produce relevant variations, test them, study the response and use what we learn to influence the next round of creative. The objective is not to create hundreds of AI videos simply because the technology allows it. The objective is to create a better learning system around creative production.
What AI Does Not Replace at Nomad
The following aspects of our work need human intelligence. First, brand positioning presupposes having knowledge about the market and customer perception of the brand. Creative direction presupposes determining how the brand should sound and look like. Marketing strategy presupposes making some decisions about audiences, offers, and channels. Business decisions presuppose having some context that cannot always be provided by a dataset.
AI can provide you with a number of possible solutions. It can speed up research. It can facilitate generating creative variations. It can also help in analyzing the information. But it doesn’t always know what business decision is appropriate for your company.
That’s why our philosophy is not about taking people out of the equation. It is about providing the people involved in the project with better tools.
Are We Building Our Own AI Models?
And, no, and we feel it is important to be honest about that.
Nomad Digital Bureau is a digital marketing & creative agency, not a foundation model research firm. We employ commercially available AI tools and platforms as one element of our marketing & creative processes.
Our approach lies in leveraging these tools on actual marketing tasks such as content creation, AI influencers, AI user-generated content, creative production, digital advertising, SEO & digital experiences.
If there is a need for a proprietary ML model, specialized AI infrastructure or sophisticated AI software engineering, that is another kind of business and another kind of specialization. We would rather stick to honest definitions of our services rather than overstate every AI-assisted process as proprietary technology.
Our Approach to AI
It’s our belief that AI will be used when it gives leverage; people will be used when it gives meaning.
AI could provide a relatively small creative and marketing team with production power that would otherwise require substantially more investment. AI can give us the ability to explore more concepts, variations, produce quicker and iterate faster.
Yet this is only beneficial when these benefits are applied to some business goal.
For us, AI is not the future. Our future is the combination of the human strategic thinking, creativity, marketing understanding, data and AI, which can help us to make better things.
AI is the instrument. Branding is the narrative. Customer is the audience. Strategy is the connection between them.
This is our approach to AI at Nomad Digital Bureau.
About Nomad Digital Bureau
Nomad Digital Bureau is a digital marketing and creative agency working across digital marketing, SEO, paid advertising, website design, social media, AI-assisted creative production and digital experiences.
We combine strategy, creativity, technology and artificial intelligence to help brands build stronger digital experiences and more effective marketing systems.
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dedicated to bringing your ideas to life.
