AI in Marketing: A Balancing Act Between Innovation and Authenticity
Call me old fashioned, but I wasn’t the biggest fan of Artificial Intelligence or AI technology when I first learned about it, at least as it relates to writing and marketing. When an intern introduced me to ChatGPT for the first time, I immediately thought, “This is absolutely cheating!” If the computer can just come up with thoughts and ideas, what is the purpose of people like me who write and create social media content and marketing strategies for a living? As I began to explore AI, however, I quickly learned it is helpful but doesn’t completely replace the “human” touch.
Several tools are available online to help you better craft messaging and create content; some popular sites or apps include ChatGPT, QuilBot, Character.ai, and CapCut. According to CNBC, over 16 billion people used ChatGPT in 2023. AI can write, create marketing materials and voice-overs, and produce videos. These tools can give you a jump start or help you reach the finish line more efficiently for almost any task or project. Many folks have even turned to AI to create headshots and family portraits.
Undoubtedly, AI has emerged as a game changer for professionals, revolutionizing how businesses interact with customers and employees. Leveraging AI technologies can unlock many opportunities to promote products and services and share information with clients, but like most things, AI comes with advantages and disadvantages.
Advantages of AI:
Efficiency and Productivity: AI can automate and expedite tasks, such as content creation and email marketing, leading to increased efficiency and productivity. Need an email marketing campaign to announce a new product for your company? With the right prompt, ChatGPT can generate a message in seconds.
Time Savings: AI can perform time-consuming tasks quickly, reducing the time needed for manual labor in areas like data-driven content creation.
Round-the-Clock Support: AI systems can provide 24/7 customer support, enhancing accessibility and responsiveness to user queries.
Workflow Improvement: AI can streamline workflows, making processes smoother and more organized.
Although AI can make life easier, it’s important to remember that it’s not as simple as cut and paste.
Disadvantages of AI:
Accuracy Issues: AI-generated content may not always be 100% accurate, as its effectiveness relies on the quality of the data it receives, which can be biased or flawed.
Ethical Dilemmas: The use of AI raises ethical concerns, particularly regarding plagiarism. Legal ramifications may arise when using computer-generated content and claiming it as one's own.
Lack of Human Intuition and Creativity: AI algorithms lack the intuitive and creative abilities of humans. This can result in content that lacks the uniqueness and personal touch of human-generated work. AI-generated content may not capture the unique voice or brand identity of an individual or company, leading to a risk of having your unique identity stripped away in copy that resembles everyone else’s.
So, what do we recommend?
Use it as an aid but not a replacement for your words or thoughts. AI is a great tool. It can help you tackle any task when you feel uninspired, and the creative juices aren’t flowing. But remember, read, reread, and edit copy to make it flow for your audience. If something you’ve generated using an AI tool doesn’t resemble how you communicate, rewrite it using words that resonate with your audience. Also, always double and triple-check data from reliable sources.
The goal is to have error-free content that provides your clients with the most accurate information possible.
If you need help creating content or messaging for your clients, ReBirth Marketing and Consulting is here to help. Connect with us to learn how we can help you elevate your brand.
Written By: Valerie Wilson
