Before you read any further, we would like to assure you that this article was written entirely by the Wick team and not by an artificial intelligence program.
These days, it’s harder than ever to tell.
Over the past year, the use of AI programs has become one of the hottest topics in the world of marketing. From being arguably the most popular subject at this year’s South by Southwest to spawning heated debates about the future of the job market, AI is only beginning to hint at its true impact. With brands everywhere working to determine if, and how, to incorporate AI into their marketing plans, there are a number of benefits, and a few key drawbacks, that must be considered.
One of the most significant benefits of AI programs such as ChatGPT is their ability to serve as a jumping-off point to fuel creative thinking. When combined with the proper inputs and context needed for a project, AI programs are adept at creating large lists of potential topics, themes or ideas. Doing so can potentially reduce the initial brainstorming time needed for a team to start work on their latest project and potentially open the door for ideas that team members might not have thought of on their own.
In addition, AI can also be extraordinarily helpful in a distinctly less direct sense: improving existing tools. As AI is integrated into every major tech company, the benefits of AI enhancements are rapidly being seen in many different venues. From Meta incorporating AI into its targeting capabilities to produce more efficient results for paid social media, to Photoshop adding additional features to enhance photos through the use of generative content, many of the tools and processes marketers already use are continually being improved via AI, providing a variety of benefits without directly impacting the creative process.
However, the use of AI in marketing is, in many ways, a double-edged sword. Arguably, the biggest strength of many AI programs is also, to a large extent, their biggest weakness. AI programs have the ability to process and review staggering amounts of data, but there is no guarantee that the data they will find is correct. There are plenty of stories of AI programs pulling outdated, biased or incorrect information from various sources online. Because of this, anything written or created by AI requires review by someone knowledgeable in the topic and assumes responsibility for ensuring that all of the content created is accurate and reliable.
In addition to the validity of information being called into question, the other key issue associated with AI is the matter of originality. While AI can be excellent at combining various sources to create content, it will be rare for it to develop something entirely new, and the threat of AI plagiarism is still a genuine concern. In addition, while AI can be used to combine a variety of different ideas quickly, it will rarely be able to create content that is specific to your brand. Even with the most detailed input, AI will not always be able to capture the unique tone and personality that your brand has. As a result, your messaging runs the risk of coming across as bland and generic. These results will need the proper oversight to ensure that every bit of content generated is a beautifully crafted reflection of your unique brand.
While there is no question that AI is here to stay, and will likely grow more effective as a marketing tool over time, it is vital to remember that AI is just that: a tool. Much like Photoshop requires a skilled editor, any AI program will need direction and monitoring by a marketing team that can not only provide the right input, but also verify any output to ensure that it is accurate, original and tailored to your brand. While it can certainly be effective for generating ideas and providing a springboard for a creative team, the end result of any artificial intelligence program requires a distinctly human touch.
On-brand, strategic marketing is what we do. Reach out to Barbara Wray at barbara@wickmarketing.com or (512) 564-4289 to see how we might help support your goals.
