There is little denying the use of artificial intelligence will only proliferate as it continues to reshape the way we work, communicate, and create. Already, it has given rise to breakthroughs in healthcare, finance, manufacturing, entertainment, and more, requiring humans to adapt to a future where collaboration with intelligent machines is not just a necessity but a requirement.
But even with its many advantages, AI is also instilling a growing distrust as we now question whether content is not just factual, but whether it was generated by a living person and what its intentions are. As this Op/Ed piece states: “Newer generations of AI models, with their more sophisticated and less rote responses, are making it harder to tell who benefits when they speak.”
This article perhaps states things even more plainly: “We may all be intrigued by ChatGPT—and AI in general—but we’re a long way from embracing it or trusting it over a human.”
What This Means For Marketers
Even prior to AI’s rise, marketers were facing a credibility crisis caused by ever-increasing digitization. From glutted email inboxes to banner ads to search engines that make it hard to discern between actual results and paid-for placements, prospects were growing cynical. “Fake news,” disinformation, and marketing hype are a sign of the times, unfortunately.
Enter AI, and the credibility gap is growing larger, magnified by concerns over its factual accuracy, ethics, and biases.
As marketers, while we cannot control the future or the evolution of generative technologies, we can control the quality, authenticity—and yes, the impact—of our output.
2 Key Compasses To Live By
The following are two truths that should be at the foundation of any created marketing content:
#1. Prospects must be able to trust information. In channels inundated with messages, the ability to provide accurate, reliable statements is paramount. Erroneous statements and claims that can’t be backed up by facts erode trust in a business.
#2. Messaging that “sticks” requires not just creativity but relevance. For content to break through today’s market noise, it must be creative and appeal directly to the prospect’s pain points and needs.
Not only is the credibility of some AI content being called into question, but such content is also derivative by nature since it draws from (but often doesn’t link to) previously available sources. This means that unedited and without customization, it is unlikely to include any original or provocative thoughts essential to establishing thought leadership in today’s markets.
AI-generated content can also be highly impersonal, meaning that it is often without creativity or emotional appeal. In fact, this piece cites a sharp rise in demand for creative copywriters to personalize and humanize what AI creates.
Content Creation Still Requires A Human Touch
When his obituary was mistakenly published by the U.S. press, Mark Twain is said to have sent a cable from London that read, “Reports of my death have been greatly exaggerated.” We believe the same can be said for the marketer’s demise. In other words, AI isn’t ready to replace living and breathing people, at least not yet.
The bottom line: Marketing integrity is more important than ever, so don’t sacrifice it in the rush to create. While AI can be a valuable productivity tool in the marketer’s arsenal, it doesn’t yet deliver the credibility, creativity, and originality required for standalone content creation. When used, it still requires human direction and intervention to deliver a final product that can positively support your brand.
If you’re looking for assistance in creating your marketing content, contact us today.