Customers prefer honesty when it comes to using AI
The use of AI generated content is rapidly becoming common practice, but if you’re going to embrace it, make sure you get it right!
3 out of 4 marketers admit to using AI to assist their content writing in some shape or form, whether that be product descriptions, social media posts or SEO driven content. Businesses are clearly turning to AI to streamline content creation and as this trend continues it’s important to take the right approach to ensure that your AI generated content remains authentic and accurate.
Rise of AI in marketing
After gaining real traction since the mainstream introduction of OpenAI’s ChatGPT, statistics show a staggering 74% of marketers are using AI, with this number expected to increase in the coming years. Despite the popularity there’s a growing concern among consumers about the authenticity of AI content. In fact, 94% want to see more transparency and regulation around the use of generative AI in marketing and advertising. Consumers may disengage from brands that rely too heavily on AI for content creation, preferring human generated content for its genuine appeal. This concern could trigger new regulations that may impact how you use AI.
Things to watch out for
One of the biggest challenges with AI writing tools is their potential to misinterpret brand tone, target audience and overall business objectives, despite the prompts you may give it. While AI excels at generating content quickly, it may struggle to capture the nuances that define a brand’s identity. This can often leave the content falling flat and discourage consumers from proceeding with the next step.
To reduce this risk, marketers should conduct their own thorough review for consistency, and ensure that the messaging aligns with the brand’s values and objectives. After all, it is the human intelligence that will differentiate you from your competitors.
How to get it right!
To build customer trust, the answer is to combine both automated AI content with a human touch. By infusing human creativity and insight into the content creation process, businesses can ensure that their messaging resonates with their audience on a deeper level, reducing the likelihood of errors and misinterpretations.
The integration of AI into content creation processes presents exciting opportunities for marketers and businesses alike. Good content specialists can reduce initial research and drafting time, but should never miss some all important steps including:
Fact Checking – we all know sources AI uses can include mistakes, so you’ve got to check the facts.
Authentic Personalisation – consumers want authentic and highly relevant communications, so you’ve got to personalise, change to your brand tone of voice and inject your USPs – after all you don’t want to sound the same as everyone else.
Creativity & Integration –the best creative & content teams ensure your messages are consistent and integrated across all your communications – because that’s what makes them cut through the noise and resonate with your customers and prospects.
At Definition, we stay up to date on the latest trends and developments. Our team are here to guide you forward and grow your business using integrated marketing and business development activities. If you think your content needs reviewing, speak to one of the team today.
