AI is Rising in Marketing: What That Means

Marketing doesn’t look the same as it did a year ago. The rise of Artificial Intelligence (AI) is bringing countless opportunities in marketing, but how do we navigate it? AI isn’t here to replace marketers; it’s here to help. Integrating AI into marketing and business can optimize daily tasks and increase efficiency. Understanding how to use AI to your advantage works wonders for businesses. 

Where AI is Showing Up

AI is currently impacting most levels of writing and content creation. AI use appears in blog content, captions, and other types of copy. You know when you see a social media caption with excessive em dashes and emojis that doesn’t feel authentic? That’s because it was generated with AI. AI normally feels less human and over-exaggerated. The best way to use an AI-generated caption is to change the output into your own words.

There has also been an increase in AI chatbots and customer service. But, how much do they actually help? Sometimes they are helpful and save time, but other times they are frustrating and don’t actually help you, so you need to connect with a real person anyway.

Search is changing. People are using AI software as the new search engines. It’s easy to ask ChatGPT or another AI search engine about products and services and which ones it recommends. Less research is done since AI is providing insights and options; people want to be told the answer.

​AI can quickly summarize data or notes into an easily readable, organized format. Learning how to implement AI into daily tasks will benefit many businesses and the marketing industry. AI is speeding things up, not just changing them.

The Benefits of AI

AI can easily automate tasks, reducing something that used to take four hours to 30 minutes or less. Those remaining three and a half hours could be used for other tasks. AI can replace note-taking and create content faster. AI is helping those who know how to use it save time on everyday tasks.

AI is also a great tool for idea generation and brainstorming. It pulls ideas from all over the internet and recommends trending topics. It can help you decide what to write about, what type of content to post, and even brainstorm copy. Never pass off something written entirely by AI as your own: it can’t be copyrighted and is unethical. You can’t believe everything it generates, but it is definitely helpful for generating ideas and brainstorming.

​AI increases efficiency without sacrifice. Overall, AI is helping people move faster. Both businesses and consumers can benefit from AI when it is used effectively.  

The Problem with AI

Even though AI offers many benefits, it also poses some problems. The use of AI raises questions about originality. AI removes the originality aspect because it can only generate content based on past ideas. Past ideas are all that is on the internet when AI indexes for content.

​All businesses should have an AI policy that sets rules for the use of AI. It’s easy to generate something with AI and pass it off as your own, but that’s highly unethical. AI ethics need to be taught to ensure proper use.

Just because you can plug something into an AI tool and automate it doesn’t mean you should. Sometimes, it’s better to do things on your own. It’s your job to recognize when things should be generated and when they shouldn’t. 

Human Creativity Matters

As AI continues to advance, human creativity matters more than ever. These days, human touch equates to authenticity. Consumers value authenticity, and they trust brands that embody human creativity. Strong brands incorporate AI and human content for a successful strategy. Storytelling and connection content will always outperform AI-generated content in strong brands.​

Human creativity triumphs over AI because AI lacks experience, emotion, and perspective. Humans can use their experiences to move a story forward, but AI can only make up a story. Experiences contribute to a brand’s authenticity and trust. AI doesn’t understand emotions, so it’s hard to replicate real humans’ emotions. Authenticity is becoming favored in content, giving authentic brands a competitive advantage. Consumers will choose brands with a human touch over and over again. 

What this Means for Businesses

Businesses that rely only on AI will blend in and be left behind. AI is a great tool, but only when used correctly. AI literacy is crucial to a business’s success.

With the rise in AI, today’s consumers are looking for businesses that responsibly use AI. They can easily be turned off by your business if they sense the content is AI-generated. The best practice with AI is to use it for ideation and drafts, but not the final output. Always make it your own and edit for accuracy and your brand voice. Focus on the quality of the content over the quantity. 

Closing Thoughts

Using AI has its pros and cons. Combining AI efficiency and human strategy is a setup for success. AI is changing the business world, and you have to keep up.

At Fuhrman Creative, we can handle the strategy for you. Contact us today!