Image by Nicole Todd
If you’re a marketer in big tech right now, you’ve probably heard the question: “Can you use AI to build this instead of hiring an agency?”
It usually comes up when you’re asking for budget for a pitch deck, a gated asset, or maybe a case study.
The honest answer is: AI can help a lot. But it can’t replace the process.
AI is useful and saves time at several points across the content creation lifecycle. It’s great for accelerating research and summarizing source material, and it can help surface possible angles for a story. It can assist with early drafting, tightening language, and generating variations of messaging. Used well, it can speed up the mechanics of content creation. (Used poorly, it can suck up the user’s time in a different way. Or worse, create a terrible asset.)
Making the story matter
Moving from an idea to a finished asset still takes skilled humans. And maybe that tech marketer has the skills to guide the AI. But do they have the time?
Good marketing content requires judgment. Someone has to define the point of view. Someone has to decide what’s actually interesting to the audience. They also have to ensure the story supports the brand and helps differentiate it from competitive solutions in the market.
And when it comes to visual design—especially for assets with strong, recognizable brands—AI tools can assist with ideation and photo editing, but they’re not yet producing the kind of story-driven design that represents a major tech brand.
So when someone asks whether AI can build the asset, the right answer is: AI can help. And it still takes skill and time to make something great.
Helping teams move faster
That’s where we come in. At 2A, we combine experienced storytellers, consultants, and designers with modern tools to meet the pace of today’s tech teams. When it makes sense, we use AI to accelerate brainstorming and streamline drafts. It also helps us explore design directions more efficiently. That allows us to spend more time refining ideas with you and delivering work that’s thoughtful and precise.
Because the goal is to make content that resonates. And we can help.