It’s clear that generative AI is here to stay, and content creators and marketing professionals in Southeast Asia need to respond to that reality. There’s no need to panic, but there’s a clear need to adapt and adopt AI into both your creative conversations, and your content creation process. Doing that must be guided by four core questions:
1
Is the source trusted, and verifiable?
2
Are you generating content in an ethical and considered way?
3
Has use of GenAI been clearly and transparently communicated to clients or stakeholders?
4
Do you have strong human oversight to be the ultimate arbiter of content?
That doesn’t mean running out and instantly generating carbon-copy content, failing to tell stakeholders, and thinking we’re somehow good people. It means using the tips and prompts above, framed against the challenges, to help create the same outstanding content with a new (incredibly) powerful tool to assist us. This is an innovative tool to enhance what we deliver for clients—evolving how we work, but not replacing what we do.
We don’t shy away from using keyword research tools to help create the best SEO-optimised websites we can find, and we shouldn’t shy away from GenAI to deliver the next level of outstanding content. What’s perhaps different is that GenAI genuinely represents a generational shift in how we create content.
It’s not a fully formed solution, and there are many challenges that remain to be addressed. But the pace of change thus far indicates to us that many of the limitations are already being tackled, and will likely be solved sooner than you might think. Finding our way to publication of this report without another major transformation demanding an edit will be a miracle in itself.
GenAI has powerful implications for the global marketing community, and particularly nuanced considerations for content creators in Southeast Asia. As a successful regional marketing agency, we’re excited about what that means, but we’re not blindly ignoring the concerns that underpin our commitment to ethical, professional, and high-quality practice for clients.
