Blog / How Artificial Intelligence (AI) is Transforming the World of Marketing

Did it happen? Have computers taken over the world!? It may seem that way if you’ve read the news or been on the Internet lately. ChatGPT has been a hot topic trending on all media and social platforms. The OpenAI tool has taken the world by storm, impressing everyone with its capabilities to generate text seemingly indistinguishable from human writing. It has permeated industries and swept through college campuses around the world! Even hitting close to home, as it has caught the eye of professionals throughout the marketing and advertising industry. What exactly will this AI revolution look like in the marketing sphere? And what can businesses do to prepare for it?

A NEW ERA OF MARKETING

Within the last few years, the capabilities of machine learning software have skyrocketed. But, perhaps more importantly, this software has become more accessible to the public. With AI tools like ChatGPT, anyone can generate poetry, prose, or even software code, with just a few clicks.

With the rise of AI comes “AI Marketing”—using AI technologies to automate processes, from content creation and data analysis to customer personalization. Process automation can boost marketing efforts and even predict the most effective ad placements or tailor product ads to a specific individual.

Many marketing agencies have already benefitted from the impressive abilities of AI, and it’s become clear that AI isn’t going anywhere anytime soon. However, while these industries will undoubtedly continue benefitting from AI-based strategies, no one should put all their eggs in this one basket! AI-generated content isn’t all impressive numbers and high returns; it has its downsides too. Without the human component of someone consciously crafting dialogue and engaging with data, there can be a disconnect, miscommunication, and the spread of misinformation between businesses and their audience.

BALANCING AI WITH CANDID CONTENT

One of the key challenges of working with AI-generated content is maintaining authenticity. AI content lacks the human touch and cannot generate the emotional connection that candid content (created by humans) offers.

Authenticity is vital for building trust and fostering meaningful relationships with your audience. Candid content reflects the unique voice, tone, and perspective of your brand—allowing you to showcase the personality of your business and connect with your audience on a deeper level.

Similarly, candid content allows you to be hands-on and aware of what's being published—content creators can vet sources and ensure the validity of what you’re putting out there.

While the speed and ease of employing AI may be appealing, it also presents some issues. AI’s method of scouring the internet to create its content, quickly pulling in materials containing keywords and ideas relative to any prompts it has been given, leaves it open to using information from unreliable sources.

If left unchecked, AI’s inability to discern fact from fiction can land users in tricky situations—opening your business up to scrutiny and perhaps the public questioning your credibility…or worse.

So, where’s the sweet spot? How can you strike a balance between AI content and candid content? Well, we’ve got some suggestions! Below are some ideas to consider when developing your marketing strategy:

1. Use AI Content for Repetitive and Data-Driven Tasks: You can take advantage of AI tools for tasks such as generating social media posts, product descriptions, or email templates—freeing up time for your team to focus on creating unique content that requires that special touch, something personal, that’s equal parts human creativity and genuine emotion. But always remember to fact-check! Analyze that bot-created content and vet those sources!
2. Incorporate Candid Content for Authenticity: Share real stories and experiences that reflect your brand’s values and resonate with your audience. This could include behind-the-scenes glimpses of your team, customer testimonials, or personal anecdotes from your brand’s journey.
3. Test and Optimize Your Content: As with any marketing strategy, being proactive is crucial! Keep an eye on your content and constantly monitor your performance. Analyze engagement and feedback to determine YOUR perfect balance of AI-generated and candid content.

With these strategies, your business can use AI technologies to its advantage while continuing to create authentic, engaging content!