AI for content design and distribution

From language models like ChatGPT, Gemini and Claude to insight engines like Perplexity and Signal AI, we now have access to a host of powerful and accessible new tools. These tools can help charities:

• generate compelling copy and mixed media assets quickly
  
• surface real-time cultural signals to stay relevant
  
• personalise messaging at scale across multiple platforms
  
• distribute content across multiple channels intelligently
  

This isn't about replacing creativity. It's about augmenting it. It's about giving your creative team a jetpack.

At Torchbox, we combine AI capability with deep strategic and design expertise to help charities unlock this potential responsibly and regeneratively together.

What's possible now

Design at the speed of culture

Amnesty International leverages Signal AI to process and analyse global media sources in real-time, providing crucial, context-rich insights. This enables them to stay ahead of trending topics, benchmark against fellow non-profits and influence communications strategy effectively. ​

Mixed media magic

Pentagram's collaboration with MidJourney on the Performance.gov project showcased how AI-generated illustrations can be integrated into design work. While it sparked debate, it also demonstrated how AI can be used to create distinctive visuals that blend human creativity with machine-generated art. ​

Multi-channel storytelling at scale

The BBC has been exploring AI to automate mixed-media production, enabling the extension of a single story across various platforms without starting from scratch each time. This approach allows for efficient and consistent storytelling across multiple channels.​

Hyper-personalisation

The Kids Cancer Project partnered with analytics firm SAS to analyse donor data, resulting in a 30% year-over-year growth in regular donors and nearly doubling annual donations to $2.2 million. This demonstrates how AI can be used to personalise donor messages based on segmentation and previous engagement.​

Accessible, creative content for all

With AI-powered tools like VEO2, Runway, Descript, Notebook LM and Canva’s Magic Studio, small teams can now edit video, design social content and generate variations at a level that once required agencies and six-figure budgets. This democratisation of content creation tools can empower charities to produce high-quality content efficiently.​

Alone these are great for efficiency but combined they enable us to reimagine our workflow to focus where the real value lies.

Design still matters

In a sea of algorithmic sludge, you’ll need a distinctive vision, clarity, creativity and human connection to stand out. AI can generate, but only you can resonate. This is where great designers, and good strategy, make all the difference. Great content is built on creativity, brand distinction and differentiation. This is now more vital and more possible than ever before.

We're entering an era where creation has never been more accessible, or the playing field so level. The question is: how will we leverage it for positive change?