AI For Marketing: A Useful Tool But I’m Not Worried It’s Going To Take My Job

The buzz around AI keeps growing. It presents exciting new possibilities, but some jobs, especially creative ones, appear to be threatened. 

We’ve played around with many AI tools, as have our clients, and here’s the conclusion we’ve drawn: While AI can be a helpful asset, it’s nothing without the human element. 

We don’t just mean AI needs to be prompted. We’ve seen ridiculous factual errors, a complete lack of nuance and this uncanny quality that can give potential audiences the “ick.” While some haven’t had enough exposure to AI to easily spot the difference, most of us can detect when something feels “off.” No one wants people feeling “strange” about their brand, that’s why authenticity is so crucial. 

Authenticity has been an increasingly important factor and is now even more critical with the use of AI. Starting with Gen Z, there is a new push for transparency and honesty. 

“Gen Z is a generation that tends to value authenticity, transparency and individuality. They have grown up in a world where they are constantly exposed to a plethora of information and are often quick to spot anything that appears to be fake or disingenuous.” – Forbes

While there may come a day when AI is completely indistinguishable from the “real thing”, today is not that day. In everything from art to social media posts to voiceovers, a human touch is clearly missing. The nuances and small details – even minor errors or imperfections – build trust with customers and clients. 

According to Scientific American, when a real photograph was submitted in an AI photo contest, it won an award from a panel of judges and the “People’s Vote Award.” Even with the boundless possibilities of AI, there is something about genuine artistry that is more effective at capturing an audience. 

There is still a place for AI in marketing and communications. While AI-generated images or voiceovers don’t foster the same connection with your audience, it is nice to have in your back pocket in certain circumstances. If a client has a tight budget or deadline, an AI image, music or voiceover could be the best alternative. Particularly for social media, it is fairly common to use an AI voiceover and not damage brand authenticity – when paired with an authentic image or video. 

For writing purposes, something like ChatGPT can be useful for checking grammar or brainstorming ideas. From what we’ve seen, even copy as simple as a CTA or headline often needs reworking to sound natural and authentic. 

Overall, we believe AI tools can be useful for getting started and generating ideas. It can potentially be necessary when you’re backed into a corner due to time or budget constraints. Still, with a desire for authenticity on the rise, discernment for “fakes” is growing by the day. The human element can’t be underestimated. In today’s AI landscape, the small imperfections or idiosyncrasies you get from “the real thing” is what builds crucial trust with your audience in a time when people don’t know what to believe.