When it comes to your company’s content and marketing, many find AI to be a strong temptation. Using AI is a huge topic, but let’s focus on three areas to start.
1. The Marketing Brief
When you talk with your graphic designer or agency about a new project, (a) you share a lot of insights, and (b) they ask you many questions to determine the direction they’ll take for your project. They use that conversation to craft the marketing brief.
What’s starting to happen now is a person tells their AI platform about their new project and asks it to write the marketing brief. Then they send that output to their agency to start the project.
I hope you can easily spot the problem. The second step got lost. If you really want some insight from your AI platform, please make sure you still have that conversation with your agency as well. That human interaction is too important to miss.
2. Your Unique Voice
I thought I’d ask AI what it viewed as concerns about this topic. Here was one of them: “When everyone uses the same tools, the ‘AI Slop’ effect makes every brand sound identical.”
Your human authenticity, your way with words, your heart and soul, and your knowledge are too important to bypass for the sake of quick AI output. And guess what? Human-written content performs better!
3. Copyright and Liability
This has always been my biggest concern. AI re-writes, so you could potentially be plagiarizing unintentionally. In addition, if it says something dangerously false, you are the one who is legally responsible.
Remember when I mentioned that I asked AI about any concerns to be aware of? Here’s another one: exposing you to legal vulnerabilities.
The Novice Assistant
When it comes to communication, whether from you to your agency or in the marketing itself, the human approach still wins. If you need to use AI to brainstorm or identify any issues with something you’ve written, okay. Maybe even think of it as a novice research assistant, but your unique voice, experience, and approach still need to shine through in your writing.
Oh, and I would be remiss if I didn’t mention the recent MIT study. Psychology Today provides a helpful overview that’s worth reading.
Stay tuned for our next blog post that talks about AI from the graphic design perspective!