Social Media

Generative AI Brings Search, Video, and Social Into a Shared Creative Rhythm

August 28, 2023 by basilpuglisi@aol.com Leave a Comment

The marketing stack is shifting again—but this time, the changes feel connected. Search is starting to answer more like a colleague than a catalog. Video production moves from storyboard to publish in the space of a single creative sprint. Social experiments hint at new ways to blend conversation with conversion. Together, Google’s Search Generative Experience (SGE), Runway’s text-to-video capabilities, Descript’s AI-powered editing, and TikTok’s testing of its “Tako” chatbot are creating a new rhythm for how brands show up across channels.

For marketers, the opportunity isn’t in chasing each feature on its own. It’s in finding the through-line—how search snippets, cinematic ad assets, streamlined edits, and conversational AI can reinforce the same narrative in different contexts. That’s where the gains compound: faster cycle times, a higher share of on-brand outputs, more visibility in generative snippets, and deeper engagement in short-form and social spaces.

The change starts in search, where SGE is surfacing direct, conversational answers above traditional links. Content that is structured, credible, and easy to quote is finding its way into these new generative snippets. For B2B teams, that means tightening how solution pages and thought-leadership posts present expertise—building clear clusters of related content and answering key questions concisely. In B2C, product and lifestyle copy benefits from a softer, more conversational tone so it feels natural when pulled into an AI-driven answer, increasing the chance of being the snippet that drives discovery.

That same attention to tone and clarity now extends to video. Runway’s Gen-2 has brought cinematic text-to-video creation to the desktop, turning written prompts into branded visuals in minutes. The real win is iteration speed—producing multiple ad narratives for a product launch without tying up an entire production crew. B2B marketers can adapt this approach for event promos or explainer clips that look premium without requiring a premium timeline. B2C brands can launch social-ready trailers, swapping scenes to match the interests and styles of different audience segments.

Once the visuals are created, Descript’s AI-powered editing keeps the production line moving by handling repetitive, time-consuming cuts. A campaign manager can take a long-form brand video, create shorts for social, and even prepare an audio-only version for a podcast, all in one workspace. What once took a week can now be completed in a day, freeing teams to focus on story development and creative direction instead of file wrangling.

Even in the social space, the AI layer is moving closer to the point of interaction. TikTok’s “Tako” chatbot introduces interactive, AI-driven conversation inside the platform itself. Early uses include influencer Q&A, script suggestions for creators, or guiding followers toward a product page without leaving the chat. This creates a bridge between discovery and decision, allowing brands to shape the customer journey while it is happening in real time.

The same principle is now finding its way into blogs and owned content. Tools like YOU-TLDR make it possible to embed short, branded AI-generated video summaries directly into long-form posts. These visual hooks help extend on-page engagement, keep visitors scrolling, and give time-pressed readers a quick way to share the key points with others. Across search, video, and social, the pattern is the same: AI isn’t replacing the marketer—it’s removing the gaps between an idea, its execution, and its delivery to the audience.

Best Practice Spotlight
CitizenM Hotels took an unconventional path to stand out in the crowded hospitality market. Partnering with creative agency KesselsKramer London, the brand produced what was billed as the world’s first fully AI-generated video advertisement using Runway’s Gen-2 text-to-video technology. Instead of polished travel visuals, the ad depicted surreal, unsettling versions of generic hotels — imagery designed to contrast sharply with CitizenM’s own modern, human-focused luxury experience. The team used text prompts to direct Gen-2 toward creating nightmarish yet memorable sequences, positioning the brand as the opposite of the outdated settings shown. While the campaign’s measurable results weren’t disclosed, the approach demonstrated how AI video can be used to create a strong emotional hook and a clear point of differentiation in brand storytelling.

Creative Consulting Concepts
B2B – A consulting firm audits its knowledge library, rewriting top articles into snippet-friendly formats while keeping depth intact. SGE begins surfacing their answers in decision-stage searches, bringing in higher-intent traffic and shortening sales cycles. The risk? Cutting too much detail in pursuit of brevity—balanced editing is key.

B2C – A consumer brand uses Runway for launch visuals, Descript to create multiple cutdowns, and Tako for influencer Q&A during launch week. Sales pages see a sharp lift in traffic, but the real gain is in retention—the brand stays in conversation mode long after launch day.

Non-Profit – A global non-profit hosts a live Q&A with Tako, uses YOU-TLDR to summarize it into a 45-second clip, and embeds it in an SGE-optimized blog post. The result: more shares, more site visits, and a noticeable uptick in small-donor conversions. The watch-out? AI summaries need human review to avoid oversimplifying complex issues.

References
CMSWire. (2023, June 9). Google’s Search Generative Experience: Shaking up the SEO game.
Maginative. (2023, June 11). Runway introduces Gen-2: Pushing the boundaries of generative AI.
TechCrunch. (2023, June 27). AI’s impact on video production: Descript and the new wave.
TechCrunch. (2023, May 25). TikTok is testing an in-app AI chatbot called ‘Tako’.
Google Blog. (2023, May 10). Supercharging Search with generative AI.
YOU-TLDR. (2023, August 20). AI for YouTube video summary.
Creative Bloq. (2023, June 23). The first advert made with AI video will give you nightmares.

Threads, Translation, and the New Cross-Channel Rhythm

July 24, 2023 by basilpuglisi@aol.com Leave a Comment

A new channel enters the chat and the cadence shifts. Threads launches with instant reach through Instagram’s social graph, brands lean into a lighter, conversational tone, and early momentum becomes part of the story. At the same time, translation tech gets faster and more consistent, campaign tools coordinate multi-asset work from a single brief, and live captions/translation turn accessibility features into global reach.

Practically, this means fewer handoffs and more continuity. Use assistants to turn a brief into coherent sets of posts, emails, and landing pages; apply glossary-driven translation so brand terms survive language changes; and keep events inclusive by default with platform-native captions and live translation. If Threads is where the conversation starts, let the rest of your stack carry that narrative into search, email, and events without losing tone or context.

On Threads, AI quietly does the heavy lifting: campaign assistants spin a single brief into conversational post sets and reply prompts; brand-safe image generators comp supporting visuals that feel native without leaning on stock; translation engines localize captions and CTAs with glossary control; and summarizers distill longer blogs or webinars into tight riffs and carousel frames for cross-posting. Paired with scheduling and social listening, the stack tests tone, length, and cadence in hours instead of weeks, while auto-creating alt text and clean UTM variants so analytics stay usable. Keep a human in the loop to sharpen POV and cut anything off-brand—the win is speed with alignment, not automation for its own sake.

Why this matters: the stack buys you speed and consistency. Track cycle time per asset, percent of on-brand outputs, non-brand organic growth in new locales, short-form engagement on Threads/IG, and email CTR—then reinvest in what clearly compounds.

For B2B, prioritize executive voice and product storytelling where new communities are forming—then back it with localized hubs and deliberate internal linking. For B2C, keep creative velocity high and the tone human; short, authentic posts that feel native to Threads paired with quick voiceovers and translated captions let you scale across markets. For events and education, captions and real-time translation remove friction for global participation.

Best Practice Spotlight

Patagonia’s Differentiation Branding: Authenticity with a Backbone

Patagonia’s edge isn’t a tagline—it’s the operating system. By hard‑wiring environmental stewardship into product, supply chain, and campaigns, the brand competes on values and verification, not feature lists. That clarity makes every touchpoint feel consistent and builds a community that advocates on their behalf.

Key Achievements
• Commits a fixed share of sales to environmental causes, reinforcing trust and loyalty.
• Runs bold, counterintuitive campaigns (e.g., “Don’t Buy This Jacket”) to model responsible consumption.
• Sustains scale and relevance while putting purpose ahead of short‑term optimization.

Capabilities in Action
• Bakes eco‑friendly design and ethical sourcing across the line, not as a one‑off.
• Uses advocacy and transparency as ongoing marketing—not just seasonal creative.
• Differentiates in a crowded category by leading on measurable responsibility.

Strategic Recommendations
• Align brand values with what your customers actually expect, then prove it repeatedly.
• Use purpose‑driven campaigns to show, not tell—make the commitment visible in product and policy.
• Publish the receipts (goals, progress, trade‑offs) to earn credibility over time.

Creative Consulting Concepts

B2B – Executive Voice + Localization, Without the Drag

Challenge: Get leadership and product narratives in front of new audiences while shipping more content with the same headcount.
Execution: Use campaign tools to generate cohesive sets (blog, Threads/LinkedIn posts, email intros) from one brief; translate high‑value assets with glossary support; build localized hub pages and connect new articles back to those hubs with descriptive anchors; repurpose highlights into webinars with live captions/translation for follow‑up nurture.
Speculative Impact: Faster output and cleaner regional discoverability; more qualified traffic to localized hubs; stronger webinar engagement from non‑English markets.
Optimization Tip: Maintain a one‑page “locale sheet” (approved keywords, glossary terms, preferred CTAs) and refresh it quarterly so outputs stay on‑brand across markets.

B2C – Threads Tone + Short‑Form at Test‑Velocity

Challenge: Show up where the conversation is moving, without bloated production cycles.
Execution: Lean into Threads’ text‑first, conversational style; use campaign workflows to spin coherent post sets and product micro‑stories; cross‑promote from Instagram; produce quick explainers with lifelike TTS for promos; translate captions and CTAs for priority markets; iterate creatives with light variants that match the platform’s looser vibe.
Speculative Impact: Higher early engagement on Threads, smoother cross‑channel cadence, and lower cost per concept as production compresses.
Optimization Tip: Keep a tone grid (playful ↔ polished, quips ↔ context) and tag each post—then bias creation toward what your audience actually rewards.

Non‑Profit – Accessible Events, Multilingual Journeys

Challenge: Educate and mobilize supporters globally with limited staff.
Execution: Host webinars with platform‑native live captions and real‑time translation; publish recap pages translated with glossary support; connect stories, programs, and donation flows with deliberate internal links so every path leads to action; circulate short, text‑first updates on Threads to keep momentum between events.
Speculative Impact: More inclusive attendance, clearer comprehension, and incremental donor growth from localized landing pages.
Optimization Tip: After each event, fold the Q&A into updated FAQs across languages—then cross‑link those answers into your hub pages.

Close the loop each month by reviewing cycle time, engagement, and non‑brand organic movement in priority locales—ship more of what compounds, cut what doesn’t.

References

Meta. (2023, July 5). Introducing Threads: A new way to share with text. Meta Newsroom.

NPR. (2023, July 5). Meta launches Threads, a friendly Twitter alternative tied to Instagram.

TechCrunch. (2023, July 5). Threads passes 2 million downloads in 2 hours.

Reuters. (2023, July 10). Meta’s Threads hits 100 million users faster than any other app.

Bloomberg. (2023, July 19). Apple preps Ajax generative AI to rival OpenAI and Google.

Jasper. (2023, July 10). Campaigns and workflow automations for marketers.

DeepL. (2023, June 27). API updates for faster, more accurate translations.

Backlinko. (2023, May 10). International SEO: The definitive guide.

Search Engine Journal. (2023, June 14). Multilingual SEO success: Case study.

Zoom. (2023). Live transcription and closed captioning.

Microsoft. (2023). Live captions and subtitles in Teams meetings.

Cisco Webex. (2023). Translate captions in real time.

Mailchimp. (2023, July 12). AI email marketing automation.

Campaign Monitor. (2023, June 15). AI for email marketing.

HubSpot. (2023, July 18). How to use AI for email marketing.

Backlinko. (2023, May 10). Internal linking for SEO: Actionable guide.

DesignRush. 12 Successful Brand Strategy Examples To Get Inspired.

Connected Workflows: AI Bridges CRM, CMS, Search, and Creative

June 26, 2023 by basilpuglisi@aol.com 2 Comments

AI isn’t showing up as yet another tool to learn—it’s showing up inside the tools you already use. CRMs layer generative drafting and summaries directly on customer data, CMS editors offer on-page AI writing, search begins surfacing synthesized overviews, ad platforms test creative generators, and voice AI makes studio-quality narration a few clicks. The practical effect: fewer tabs, fewer handoffs, more momentum.

SGE search, CRM GPT, Jetpack AI Assistant, Meta AI ad creative, ElevenLabs TTS, AI drip sequences, internal linking optimization, B2B AI content ops, B2C short-form ads

Inside CRM, assistants can draft outreach, summarize cases, and answer natural‑language questions against live records. Content teams get lift in the CMS with on‑page helpers that turn briefs into first drafts and tidy up tone. Search experiments add AI overviews that prefer concise structure and clear relationships. On the paid side, creative tools spin text variations, extend or tidy backgrounds, and crop for placement; in production, lifelike text‑to‑speech closes the gap between script and finished explainer.

All of this matters because the stack buys you speed and consistency. Put GPT‑powered assistants to work turning research and briefs into coherent long‑form; use brand‑safe creative tools to collapse concept‑to‑creative; and let personalization keep the feed and the inbox telling the same story. Track cycle time per asset, the share of on‑brand outputs, non‑brand organic movement on your priority clusters, carousel or short‑form engagement, and email CTR—then double down on what clearly compounds.

The connective tissue is real releases, not hypotheticals. CRM platforms ship native assistants that draft emails and reports using live account context; WordPress introduces an editor‑native writing partner; search pilots a generative overview in Labs; ad platforms open an AI sandbox for copy and background iterations; and voice platforms offer multilingual, natural narration at production quality. Add one more layer—methodical internal linking across your content—and you help both humans and AI overviews find the path from answer to action.

Best Practice Spotlight

HubSpot ChatSpot Driving Marketing Success

HubSpot’s ChatSpot is a GPT‑4–powered assistant embedded directly in the CRM, turning natural‑language prompts into reports, drafts, and insights without leaving the interface. It makes complex data usable on demand, speeding up everything from content creation to pipeline reviews while keeping teams in the same source of truth.

Key Achievements
• Enabled 80,000+ users to run 20,000+ AI prompts weekly for CRM insights and content creation.
• Cut time spent on manual data pulls and first‑draft writing, accelerating marketing and sales workflows.
• Improved cross‑team alignment by putting performance data and customer insights behind simple prompts.

Capabilities in Action
• Ask for specifics: “What are my top‑performing blog posts?” or “Show last month’s website traffic as a bar chart.”
• Draft segmented emails and outreach copy grounded in live CRM context.
• Enrich outputs by blending CRM data with external sources (e.g., keyword insights, image generation) for faster campaign assets.
• Let non‑technical teammates create useful reports and content via plain‑English requests.

Strategic Recommendations
• Make ChatSpot a daily assistant for marketing/sales to remove reporting and drafting bottlenecks.
• Train teams on goal‑first prompt patterns that reference fields, segments, and time windows.
• Keep a lightweight human review loop to protect brand voice and claims.
• Use shared ChatSpot workflows to unify sales/marketing views and drive real‑time, data‑led decisions.

Creative Consulting Concepts

B2B – CRM‑Native Writing Meets Search‑Ready Content

Challenge: Revenue and content teams need to produce more with the same headcount while staying tightly aligned to real customer context.
Execution: Use CRM‑integrated assistants to draft sales emails, case summaries, and campaign notes directly in the CRM. In parallel, draft blog posts and landing pages inside the CMS with an editor‑native assistant, then run a deliberate internal linking pass to connect new pages to topic hubs and conversion paths.
Speculative Impact: Cycle times drop and message‑market fit improves as drafts reflect live data; non‑brand organic traffic nudges up as clusters harden and internal links guide crawlers (and people) to high‑intent pages.
Optimization Tip: Keep a short “AI edit spec” (claims, tone, compliance) and a quarterly link audit checklist so quality and structure stay tight as volume increases.

B2C – Short‑Form Ads at Test‑Velocity

Challenge: You need a steady cadence of high‑performing ad variations for social and paid, with creative that stays on‑brand.
Execution: Spin text variations and background edits in the ad platform’s creative tools; script short‑form video ads with an assistant; generate or localize voiceover with lifelike text‑to‑speech; and keep a brand‑safe editor in the loop for polish and product accuracy.
Speculative Impact: More concepts go live faster, engagement lifts as creative stays fresh, and production costs flatten as voiceover and background work compress.
Optimization Tip: Maintain a preset library (framing, palette, tagline patterns) so fast iterations still feel like your brand.

Non‑Profit – Explain, Inspire, and Link It All Together

Challenge: A lean comms team needs to educate supporters, drive action, and keep site content navigable—without adding headcount.
Execution: Draft pages and updates in the CMS with an AI assistant; record explainer voiceovers with lifelike text‑to‑speech to produce quick subtitled videos; connect mission pages, stories, and donation flows with a structured internal linking pass so every story ladders to action.
Speculative Impact: Supporters understand the “why” faster, navigation improves, and small‑donor conversions tick up as content becomes easier to find and act on.
Optimization Tip: Refresh internal links when you publish new stories; keep anchor text specific to the next action (program, impact report, donate).

Close the loop each month by reviewing cycle time, engagement, and non‑brand organic movement on your target clusters — ship more of what compounds, cut what doesn’t.