AI could usher in the next cataclysmic shift for online content. Instead of being edged out, agency creatives are at the cutting edge by harnessing AI tools to unleash a new kind of creative energy.
Adapting to changing media has always been an essential part of creative survival – whether it’s magazine writers pivoting to content marketing or photographers trading the darkroom for Adobe Lightroom. But AI is such a force of convenience that it’s only natural for DMOs to wonder, “What would happen if we automated creativity?”
Inside the Mindset of an Agency Creative
In an agency setting, creative output is an egoless process. Yes, writers and designers thrive on making things. But instead of being a vehicle for self-expression, it’s rooted in a desire to build solutions.
“It’s a learned skill to understand a client’s specific needs in the context of their brand and voice,” says Fiona Dougan, Art Director at MMGY. “When a creative team is given direction or a niche audience to reach, it becomes a problem for us to solve for our client. In a collaborative setting, it’s not just about the creator; our sense of satisfaction comes when everyone is happy with the final product.”
Meeting clients’ needs doesn’t mean checking off the boxes and calling it complete. It means noticing the nuggets and extracting the details that make a destination stand apart. Creatives are uniquely suited to adopting AI tools to make their workflow smarter, faster and more efficient – creating more room for strategic problem-solving.
The Strategy Behind Website Content
Creativity and DMO websites have always done well together under the philosophy that content is king. A destination’s website needs to reach users wherever they are in the travel-planning journey, and so it has to provide an engaging mix of inspirational stories, planning tips and booking opportunities.
But without a strong content strategy and a commitment to storytelling behind it, it’s easy to lapse into generic work. We see it in websites everywhere: How many places rely on vague descriptions like “vibrant cities” and “charming towns” with attractions nestled or perched all over the place? Nearly every destination promotes some combination of outdoor, cultural and culinary offerings, and far too many try to pander to the message of “We have something for everyone.”
If travel writing has become repetitive among humans, just imagine what AI is putting out there. (Hint: If the word “tapestry” shows up anywhere, it’s either AI or a burned-out content writer.) Even with back-and-forth feedback, AI can only mimic the structure of content; it can’t replace the insight. Nuances disappear, brands become flattened and the “something for everyone” destination can easily turn into Anytown, USA.
“AI is aggregated data, which can be a great problem-solver; but if emotional connection is at the heart of the problem, it doesn’t quite latch onto those human moments,” says Drake Rorabaugh, Associate Art Director for Growth at MMGY Global. “It’s a tool to help us get to the end result – it’s a part of our creative process.”
Why DMO Websites Must Lead the Narrative
Search engines and AI chatbots are both searching for sources of authority – and without the proper optimization, a DMO’s position as the source of truth on the destination could be overridden by inferior, but more optimized, information.
We already know that Google prioritizes high-quality, relevant content (determined by the industry standards of experience, expertise, authoritativeness, trustworthiness). AI search numbers are rapidly growing, and its website referral traffic is higher quality than traffic from Google Search. While preferred sources for AI chatbots are something of a moving target, analyses show that content depth and readability are important.
“A Google Search will give you 10 different results, but with any chatbot platform you get one answer,” says Craig Paddock, Director of Search for MMGY. “We need to provide a response that chat platforms consider the valid, correct answer. If it’s contradictory to five other sources, AI probably won’t pull your response.”
It is more essential than ever for a DMO’s website to be recognized as the primary authority on the destination. As the brand ambassador, the website should be the north star from which both Google and AI chatbots source their information.
But how can a DMO establish itself as the source of truth and ensure that AI chatbots are reporting credible and up-to-date information? Through a groundbreaking partnership with Bonafide, MMGY’s DMO clients can get a specialized audit of their websites to check for AI search best practices, receive recommendations on AI optimizations and even push live content updates to AI chatbots.
These updates go beyond Google Search and AI chatbot success, as even website backlinks from reputable media – an SEO ranking staple – are essential to a DMO’s PR strategy and one of the most powerful ways to build brand credibility. Every piece of an integrated campaign, from social posts and native ads to banners and newsletters, can and should ladder up the website. And above all, the website is a trusted repository of all essential information where prospective visitors come to get inspired, plan their trip and find practical answers to their travel questions.
From Strategy to Story: What AI Can’t Replace
Creating content for AI agents might feel different than writing for Google – and both are a far cry from traditional print. The content needs to be packaged in a more concise and streamlined way than before, making use of robust FAQs, bullet points and lists to help with discoverability.
But the core values behind making quality content haven’t changed: The information has to be detailed and in-depth, and the creative process requires human empathy to forge an emotional connection with the audience. Because ultimately, destinations are selling a sensation more than a product.
Strategically, AI can be hugely effective in streamlining the elements that set the foundation for success. It can summarize interview points, create editorial calendars or analyze traffic trends. It can put the polishing touches on an image or extend a photo’s edges to fill a page. It can even dismantle a creative rut by offering different perspectives, or by providing a starting point that’s not a blank screen. But the goal is to automate the mundane so that creativity has room to flourish.
“I’ve not yet been worried about AI replacing us,” says Stephen Coomber, Group Creative Director at Origin. “It’s only bringing to the conversation what it’s been trained on, therefore what’s been done before. And we’re in the business of creativity, combining ideas in new and innovative ways.”
DMOs don’t need to choose between responsible AI and human creativity. An agency partner can strategically leverage both to create content that’s discoverable, resonant and true to place.
