Generative AI Enables Marketers to Rapidly Test New Concepts, Automate Creative Exploration, and Enhance Marketing Performance Through Workflow Automation.

The Power of Artificial Intelligence (AI): A Catalyst for Marketing Innovation

In a constantly evolving marketing universe, creative teams and campaign managers seek to innovate faster, test more ideas, and stay ahead of the competition. Today, thanks to Generative Artificial Intelligence (Generative AI) and Workflow Automation tools, marketers have a true playground for exploring new marketing concepts, adjusting messages, and iterating at scale.

In other words, AI is becoming a catalyst for ideation and experimentation, not just an execution tool. In this article, we will examine how this dynamic is structured, why it is transforming creative workflows, and how marketing teams can concretely leverage it to shift from simple project management to strategic innovation.

Why Generative AI is the New Laboratory for Marketing Automation

The impact of Generative AI on creative processes is not solely related to production speed, but to the increase in teams' capacity for experimentation. It modifies the cost/risk equation of marketing innovation.

Differentiated Ideation Capacity Through Artificial Intelligence

Traditionally, generating a marketing concept (message, visual, channel adaptation) mobilized several days, or even weeks; Generative AI profoundly alters this dynamic. It allows for the rapid production of ideas, variations, and diverse formats.

In other words, AI is no longer just in analysis or targeting, but it penetrates the creative phase, from ideation to execution. It enables marketing teams to have more options at the start of their creative workflow.

AI as an Engine for Rapid Experimentation (Workflow Automation)

The true added value of AI lies in its ability to make experimentation rapid and scalable. A McKinsey & Company study estimates that Generative AI could increase the productivity of the marketing function by between 5% and 15% of marketing spend.Source: McKinsey & Company, How generative AI can boost consumer marketing, 2023.

This is an opportunity to test more, iterate faster, and choose the best ideas.

Interesting Insight: Campaigns that previously took months to design can now be deployed in weeks, or even days, often with large-scale personalization and automated testing, transforming traditional collaborative workflows. Source: McKinsey & Company, 2023.

Thus, AI, combined with Workflow Automation, becomes a true marketing laboratory, where every concept variation can be tested without heavily compromising resources.

How Marketers Use AI Marketing to Test New Concepts

The integration of AI tools enables multi-format and multi-channel creative exploration.

Prototyping in Minutes: Messages, Landing Pages, Scripts, Experiences

Thanks to AI marketing tools and platforms like MTM, which centralize asset management, teams can generate:

• Alternative taglines (claims),
• Visuals or graphic variations (the MTM platform is then crucial for creative asset archiving),
• Landing pages with automatically generated A/B variants,
• Video scenarios or scripts.

This ultra-rapid prototyping allows for the exploration of multiple concepts in parallel. For example, McKinsey notes that some companies are moving from personalizing 20% of their emails to nearly 95% thanks to AI.Source: McKinsey & Company, The economic potential of generative AI: The next productivity frontier, 2023.

Exploring Multiple Narratives Before Choosing the Right One

Before the AI era, a marketing team was often limited to one or two narratives. Today, via artificial intelligence, it's possible to generate five, ten, or even twenty variations of a concept (diverse promises, styles, segments). AI becomes an engine for creative variation and rapid testing.

Automatically Generating Creative Scenarios and Variants

Beyond text and visuals, AI can generate storyboards, social media campaign ideas, influencer variations, and activation concepts.

According to the article How generative AI is shaping the future of marketing, Generative AI will influence the creation and distribution of text, visual, and video content, and even marketing R&D. Source: Grewal D., Journal of the Academy of Marketing Science, SpringerLink, 2024.

Thus, AI allows for the exploration of marketing concepts that would have been too costly or risky without it, as it reduces the marginal cost of error.

Workflow Automation: AI as a Tool for Automating the Exploratory Process

Workflow Automation is key to transforming AI's production capacity into a strategic advantage.

Integrating AI into a Structured Marketing Workflow

To capitalize on AI's power as an experimentation ground, it is essential to have a SaaS creative project management software to orchestrate the human steps of validation and iteration. A platform like MTM is crucial for framing the collaborative workflow and ensuring process quality.

The new structured process, managed by MTM, becomes:

1. Idea generation via third-party AI (text, visual, concept).
2. Centralization of deliverables in MTM for asset management.
3. Variation and task assignment for different channels/segments (managed by MTM).
4. Rapid validation (annotation,review links) by humans, ensuring compliance and strategy (MTM feature).
5. Centralization of the A/B test campaign (managing deliverables, planning, and tracking objectives in MTM).
6. Data analysis and Iteration (managing the MTM creative workflow).

This structure positions MTM as the essential tool that ensures the rigor and human oversight necessary to leverage AI.

How AI Reinforces Experimental Rigor

AI doesn't just generate; it also allows for faster testing, measuring, and iterating.

The Springer article highlights that future AI will influence not only content creation but also marketing product/service research and development methods. Source: Grewal D., SpringerLink, 2024.

Thus,artificial intelligence strengthens the scientific method in marketing: Hypothesis → Iterated Test → Result → New Hypothesis. It is an ally of rigor, in addition to being an engine of creativity.

Measured Benefits and Limitations of Experimentation with AI Tools

Opportunities: Productivity, Diversity, Personalization

• Better marketing productivity: 5% to 15% potential increase in marketing spend according to McKinsey.Source: McKinsey & Company, 2023.
• Greater diversity of explored ideas, increasing the probability of "finding" an effective concept.
• Better personalization and adaptation to local/geographic context: AI enables the generation of local variants, adapted to specific markets and cultural nuances.

Limitations and Precautions (Ethics and Human Oversight)

• Variable quality: AI-generated results must be validated by humans to respect brand guidelines, ethics, and compliance.
• Risk of over-automation: AI must augment humans, not replace them. AI will be more effective if it augments human capabilities rather than replaces them.Source: Grewal D., SpringerLink, 2024.

MTM and Creative Experimentation

The MTM platform is designed to frame the exploration made possible by AI. It provides a creative workflow where generated variations can be centralized (asset management), annotated, and submitted for stakeholder validation via review links, ensuring that agility does not come at the expense of quality and brand compliance. Internal Link: How to effectively collaborate on your marketing assets using comments and annotations

Generative AI: The Catalyst for Innovation and Collaborative Marketing Workflow

In the era of AI and Workflow Automation, marketing teams now have an unprecedented creative playground.Generative AI helps them explore more ideas, test faster, and scale variations while personalizing for specific markets, segments, or geographic areas. When well-integrated into a structured workflow (ideation → automation → testing → iteration), AI accelerates marketing innovation while freeing up talent to focus on strategy and creativity. By combining rigor and exploration, marketers can leverage AI as a true laboratory—not just for execution, but for innovation. In summary:Generative AI is no longer simply a tool; it is a catalyst for new marketing concepts, a vector of agility and innovation for brands that embrace it.

FAQ: Workflow Automation and AI Marketing Best Practices

How does AI help marketers find new ideas?

Generative AI allows for the rapid production of message, visual, landing page, or creative scenario variants. By generating multiple versions, the number of hypotheses is multiplied, accelerating the discovery of high-performing concepts. It acts as a "laboratory of ideas" integrated into creative project management. Internal Link: How to automate a marketing workflow without losing creativity.

What AI tools are used to test marketing concepts?

We use Generative AI platforms (text, image, video), Workflow Automation tools, automated A/B testing modules, and analysis assistants. These AI tools automate ideation, creative variation, and testing.

Can AI replace a marketing brainstorm?

No, AI does not replace human creativity, but complements it. It allows for the exploration of a greater number of options and rapid prototyping. Brainstorming remains necessary to define the strategy, brand context, and frame the right questions. Internal Link: The fundamentals of Generative AI applied to marketing.

How to integrate AI into an existing marketing workflow?

The collaborative workflow can be structured as follows: AI idea generation, automated variation, rapid testing (A/B or multivariate), data analysis (including AI analysis), and iteration. Project management platforms like MTM are essential for piloting these steps and validations.

What brands or sectors use AI to experiment with marketing concepts?

According to McKinsey, several consumer goods companies use Generative AI to automate content creation and test personalized messages McKinsey & Company, 2023. Specialized platforms like Omneky also work with brands to test advertising creatives via AI Wikipedia.

Sources :

• Grewal D., « How generative AI is shaping the future of marketing », Journal of the Academy of Marketing Science, Springer, 2024. Lien SpringerLink
• McKinsey & Company, « How generative AI can boost consumer marketing », 2023. Lien McKinsey & Company (Croissance et Dépenses)
• McKinsey & Company, « The economic potential of generative AI: The next productivity frontier », 2023. Lien McKinsey & Company (Personnalisation)