AI. *sigh*. 

It seems like every video on TikTok has a "Sora AI" watermark in the bottom right corner, every well-written article is punctuated with ChatGPT's trademark em-dash (—), and every conversation with a CEO is centered around "speeding up processes and scaling content with Generative AI."

GenAI is rapidly reshaping how marketing teams operate, whether it's the thousands of employees tearing up the SEO rulebook at Google HQ in California, or a two-person startup scrambling to rank on the same SERPs — also in California.

As pressure mounts to create more content across more verticals, AI tools have become the saving grace for automating traditionally time-consuming tasks like editing images, generating videos, and writing blog posts.

But with speed in the spotlight, many marketers are haunted by the same fear: that someone will slap their carefully crafted content with the shameful label of “AI slop.” After all, not even Coca-Cola's 2025 Christmas ad escaped ridicule.

The bar for scroll-stopping visuals and cutting-edge audio is being raised every week, with new AI model versions accelerating from 1 to 10 faster than you can say “iPhone 67.” It's tough out there.

So how can marketers actually use GenAI to move faster, without sacrificing creativity, brand voice, or strategic alignment?

This guide shares 7 proven ways the Kapwing content team uses GenAI to save time and scale content, each one tested and refined in real creative workflows.

So relax. Next time you schedule a Google Meet with your CEO, you’ll know exactly how to scale your marketing content with speed and quality — plus which areas to lean on GenAI, and which still need a bit of old-fashioned brainpower.

Accelerate and Improve Blog Production

From writing magazine features in 2008 to generating marketing copy in 2026, many assume the core mechanics of writing have evolved beyond recognition. But in my experience — as both a journalist and content marketer — the foundations haven’t changed much at all.

The best content, then and now, is built on five essentials: 

• Unique quotes
• Up-to-date statistics
• Relevant data or studies
• An engaging intro
• A human voice that ties it all together

What’s changed is not what we write but how fast we can collect these five elements.

Tools like ChatGPT, Frase, and Copy.ai have made it possible to go from idea to first draft in minutes. Marketers can instantly generate structured outlines, article frameworks, and working intros based on a short prompt or brief. These LLMs are particularly helpful when sourcing stats, eliminating the manual process of combing through articles, reports, and PDFs for supporting material.

In my workflow, GenAI typically gets me 40–60% of the way there. That said, I’ve developed a motto that’s served as a helpful guide for every writing and hiring decision I make:

"LLMs are an editor’s dream but a writer’s nightmare."

Editors thrive using GenAI because they instinctively know how to refine tone, identify weak sections, and layer in narrative flair. In contrast, less experienced writers can easily fall into an endless loop of regenerations, taking hallucinated stats at face value, or mistaking “coherence” for quality. Without editorial instincts, you’re left with technically passable copy that lacks personality, accuracy, and strategic direction.

At Kapwing, we treat GenAI as a starting point, never a final product. We use it to skip the friction of starting from a blank page, then layer in quotes, data, links, SEO optimization, and a strong editorial voice. We’ve also found that team members with editing experience adapt to this process much more quickly than those who are used to writing from scratch.

There’s data to back this up, too. A 2025 study by Graphite found that 86% of top Google-ranking articles were human-written, compared to just 14% AI-generated.

The bottom line: GenAI won’t replace the need for great writing. But it will reshape the process, putting more creative power in the hands of those who know how to refine, enhance, and elevate the machine’s first draft.

Create High-Quality Visuals for Any Product, Campaign, or Page

Instead of sourcing footage or setting up a shoot, marketers now have access to tools that generate studio-grade images and videos in seconds. With just a product photo and a prompt, you can generate dynamic marketing visuals complete with movement, lighting, and scene transitions..

Yet there's an overwhelming volume of AI-powered image and video models available to marketers, making it difficult to find a starting point, especially as they all have varied pricing structures.

Should you jump on the Sora bandwagon? Veo seems promising? But what about Google's Nano Banana? Small teams have simply transferred from juggling freelance editors, stock libraries, and templates to juggling GenAI subscriptions.

That’s one reason why, at Kapwing, our team has consolidated around a single creation flow: Kai.

Rather than forcing you to pick a model and write a perfect prompt, Kai combines the top image, video, and audio generation engines behind the scenes, selecting the best one based on what you need and returning a polished output.

You can upload a product photo and request a 360° demo video with your brand colors and a backing track. Or start with a creative brief and have Kai mock up visual directions to guide your next campaign.

Think of it like having an entire creative team working beside you — packaged into an AI Assistant where all you need to do is enter a request.

The benefits of GenAI go far beyond speed, according to recent data from ZebraCat:

• 63% of businesses using AI-generated video tools reduce production costs by over 58%.
• Over 62% of marketers who use AI tools for video production report that text-to-video platforms help them cut content creation time by more than half.

The real value here isn’t just that GenAI makes visual creation faster. It removes the barriers of cost, skill, and bandwidth, allowing marketers to focus on creativity, not logistics.

Whether you decide to use Kai, iMovie, or another video editor, all you need to create great video content in 2025 is a rough idea (and if that's not the case, you're using the wrong tool!)

Keep Pace with AI Trends

Social trends evolve at breakneck speed. Blink, and you’ve missed a new video style, meme format, or visual aesthetic dominating feeds. For marketers, reacting to these moments fast enough to join the conversation is more than half the battle.

The problem? By the time you’ve figured out the right prompt, found the best model, and styled the output correctly… the trend has already moved on.

An extension of the Kai product is the selection of pre-made "Custom Kais" — a library of pre-built, trend-specific AI image and video generators designed by in-house prompt engineers. This is the workflow we use at Kapwing to jump on the latest social trends.

Instead of manually engineering a prompt to match a trending effect or aesthetic, we simply search the Custom Kai library, find the trend, and generate.

For marketers, this means you no longer have to ask:

• “What’s the exact prompt to get that look?”
• “Which model should I use for this trend?”
• “How do I recreate that TikTok style?”

With speed being the ultimate differentiator on social, Custom Kais give your brand the power to react in real time.

Combined with close monitoring of keywords like “AI” and “Trend” on tools like Google Trends, Glimpse, and Exploding Topics, it’s never been easier or quicker to replicate viral social media content.

Optimize Email Campaigns 

Email remains one of the most effective channels for engagement, nurturing leads, and driving conversions. But crafting compelling email campaigns and press releases — especially at scale — can be time-consuming and creatively draining. Every word matters, from the subject line that gets the open to the CTA that drives the click.

That’s where Generative AI steps in.

Instead of spending hours brainstorming hooks or refining intros, marketers can use tools like Jasper, lavender.ai, and Flowrite to accelerate the copywriting process. These platforms can generate newsletter frameworks, press release outlines, and dozens of email subject lines tailored to your tone and audience in seconds.

Content Lead Emily Peng saw this firsthand during a recent blog outreach campaign on 12 Iconic Rock Albums Reimagined by AI.

“I used Jasper to generate about 25 different subject lines for our AI Albums outreach. Compared to our previous campaign where I came up with a handful of different subject lines, the AI-assisted versions lead to a 63% increase in open rates.”

A/B testing has traditionally been limited by time and resources for the Kapwing content team. But with GenAI, Emily was able to generate a wide range of email subject line variations instantly, covering a broader spectrum of messaging angles.

As trends emerged around what resonated best, we doubled down on top performers, resulting in more opens, more clicks, and stronger overall campaign performance.

Repurpose Videos for Maximum Reach

In an era of constant content churn, most marketing videos still follow a linear path: publish, promote, move on. But when attention is scarce and content budgets are tight, getting more out of what you’ve already made is essential.

Every long-form video, whether a webinar, product demo, podcast, or interview, contains dozens of micro-moments waiting to be extracted and repackaged. But editing those moments manually takes time, and without the right tools, most teams never get around to it.

The bigger picture of every video includes: Short clips optimized for TikTok, YouTube Shorts, or LinkedIn with the correct aspect ratio.

Advanced AI Clip Makers make this repurposing help bypass the time spent manually cutting, extracting, and piecing together clips as needed.

"46% of marketers believe repurposing content is more effective than creating new content from scratch, and 65% consider it more cost-effective." — Clear Voice 2025 guide to Repurposing

At Kapwing, we use this AI Clip Maker to scale one video across multiple content funnels. Our clips are sharper, faster to produce, and fully aligned with the visual brand.

With GenAI, every minute of footage is an opportunity to create more — and that's exactly what your CEO is asking for, right?

Reach Global Audiences

Earlier this year, YouTube expanded its auto-dubbing features to 20+ languages, revealing that over 25% of dubbed video watch time came from non-primary languages. In 2026, Meta is testing real-time translation tools on Facebook and Instagram, allowing users to view live content in their native language without delay.

What started as optional subtitles has evolved into an expectation: if your content is online, it should be accessible in any language, on any platform. The final frontier is fully lip-synced videos, and thanks to GenAI, we're nearly there.

But not all brand content lives on YouTube or Instagram. What about product walkthroughs on your site? Internal training videos? Investor presentations shared privately?

Marketers used to have two options: ignore localization altogether or delay campaigns while translations were outsourced. Now, AI-powered dubbing, lip-syncing, and subtitling tools let anyone repurpose a single video into dozens of languages in minutes.

The breakthrough with GenAI localization isn’t just speed; it’s simplicity. No production reshoots. No reliance on voice actors. No bouncing between tools or agencies.

Any marketer, regardless of language skills or editing experience, can take a 30-second campaign teaser and turn it into a multilingual asset library, so long as they have the right tools.

• Pro Tip: Look for video editors supported by HeyGen or ElevenLabs, who are considered leaders in hyper-realistic voiceover technology.

Rapid Market Research

Strategic decisions still belong to humans, but GenAI can dramatically shorten the path to insight.

Marketers spend hours combing through comment threads, forums, review sites, and social posts to figure out what customers care about, what competitors are saying, and what trends are catching fire. It’s essential work, but also resource-heavy.

Instead of building an ideal customer profile from scratch or manually summarizing pages of customer feedback, teams can use models like Delve AI and Perplexity to compress research time into minutes. These tools can:

• Extract pain points from hundreds of G2 reviews
• Pull competitor positioning straight from website copy
• Surface objections from sales transcripts or support tickets
• Translate internal briefings into quickfire messaging angles

At Kapwing, we often use GenAI tools at the pre-launch stage to refine copy direction. For example, ahead of a recent campaign, we prompted Claude to analyze how Adobe and Canva each positioned the same product feature. The side-by-side tone comparison revealed subtle brand cues we hadn’t spotted.

We’ve also used LLMs to test brand voice interpretations (“rewrite this in the voice of Duolingo vs. Nike”) or synthesize hundreds of customer reviews into headline variations.

GenAI won’t replace strategy, but it’s one of the best ways to fuel it.

Final Thoughts

Marketing is now a visual-first game. From TikTok to landing pages, product demos to presentations, jaw-stopping creative is the price of entry.

Building these visuals used to be a slow grind: coordinating shoots, booking editors, resizing formats, translating clips into 12 languages, and praying the final export doesn't take 2 hours.

GenAI has flipped the script.

Where a single product video once took a week, now you can generate a version in minutes. Where content teams once chose between speed or quality, you can now have both.

As AI models improve and workflows normalize, the advantage will go to marketing teams that:
✅ Use AI to explore more creative directions
✅ Test more content and formats in less time
✅ Repurpose, refine, and scale high-performing assets
✅ Keep their brand distinct in an increasingly AI-saturated landscape

So no, GenAI won’t replace your content team. But applied effectively, it should make their work 10x faster, 5x cheaper, and infinitely more scalable.

And if your CEO asks how you’ll produce more content, for more channels, in less time — now you have the answer.