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A wave of new generative AI tools is vying to win a spot in brand publishers’ toolkits, as the race to help brands with content production heats up.
Over the past few weeks, brand publishing teams have been hearing from a variety of companies, each promising to solve critical pain points and each with a slightly different pitch. As one editor at a startup said, “we’re getting inundated.”
“I think embedding [AI tools] in marketing SaaS is about to become table stakes, but you can probably only win if you own a specific use case or are a behemoth already,” said Joe Lazer, who runs content and marketing at A.Team. Lazer said it remains to be seen who “wins” when it comes to AI tools to aid content production, but he thinks the most compelling value proposition would be a