Do’s and Don’ts Using AI In Marketing
Master the machine, keep the message human
AI can write your captions, plan your ads, and even guess what your audience wants next.
But before you hand over the reins to the robots, there are a few ground rules to keep your marketing genius and your human touch intact.
Do’s
AI can be a total game-changer, only if you use it right. Here’s how to make AI your creative sidekick instead of your marketing shortcut.
Use AI for repetitive jobs in content marketing and other fields.
Let’s say you have to create ten pieces of content for social media.
Tools like ChatGPT can help you generate ideas.
Some generative AI technologies can generate executive summaries and outlines, suggest SEO-friendly headlines, and rework articles for promotions and social media posts.
However, you may need to use an app such as Grammarly to spot odd or awkward language for proofreading chops.
The app also flags grammatical errors and suggests rewording for technically correct phrasing when the voice is passive or the syntax is awkward.
Use AI for data analytics
AI is good at handling large datasets and extracting valuable insights from them.
Just use AI-powered analytics tools to learn more about your audience’s preferences, behavior, and content consumption patterns.
This will assist you in producing data-driven content that resonates with your target audiences.
Some CRM platforms have AI that allows you to do this, or you can look into several options online.
Set up the rules and guidelines
You should create rules and guidelines for everyone to follow, particularly if you work in a larger company with different marketers using AI.
First, you must know what you will use AI for and the desired results.
Based on that, you can develop guidelines that help you get to a certain quality regarding the content it produces for you.
Don’ts
Even the best tools can backfire when misused. Steer clear of these AI mistakes to keep your campaigns authentic and effective.
Rely too much on AI
The biggest mistake people make is relying too much on AI tools. They expect AI to solve literally everything.
AI can’t do everything for you, even though it is undoubtedly changing the game.
AI is no substitute for human creativity and is hardly suitable for expressing emotions.
Furthermore, content created by generative AI algorithms may contain false or misleading information, and the results may be bogus or nonsensical.
Therefore, it’s critical to do quality control to check if what is said in the content is accurate.
Overlook potential copyright problems
Even though AI-generated content isn’t protected by copyright, several class-action lawsuits challenge how OpenAI, a research and deployment business, obtained online data to train its ChatGPT tool.
For example, Stock image provider, Getty Images, sued Stable Diffusion’s parent company, Stability AI, for copyright infringement.
Crafting a unique brand voice
Although AI can imitate styles, it may be difficult for it to convey the complex brand voice that human writers are known for.
Trust your creative team for one-of-a-kind, brand-defining content, like mission statements, thought leadership articles, and storytelling.
They will ensure that it is sincere and emotional.
Your brand voice is an essential differentiation in a competitive market. You must thoroughly understand your business’s audience, culture, and values.
Despite its capabilities, AI is unable to replicate this.
Human writers can add subtle humor, cultural references, and depth to content, which your audience can relate to personally.
Using AI in marketing can make your life much easier. But it’s important not to solely rely on it.
AI is a tool, not a replacement for your creativity or team’s unique voice.
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