AI makes headlines–sometimes literally. Amid economic uncertainty, is AI the solution to the pressures facing business leaders to increase productivity? Supercharging productivity and optimizing efficiency across industries, AI is undoubtedly influencing sociocultural shifts.
This isn’t a post to sway you of the advantages or disadvantages of artificial intelligence. Rather, we’re hoping to encourage critical thinking surrounding the art of intelligence that maintains the humanity in AI strategy.
Though there’s much at stake and in discussion regarding AI ethics, safety, and inclusivity, there’s also an expansive future ahead for brands and creators to explore in this wild west digital frontier. With 71% of agencies already using generative AI, it’s our responsibility as seasoned media experts to be early adopters as it pertains to integrating this advanced technology into our evolving approach. Clients like WriteSonic trust that we can help navigate this new landscape together. AI can be used to automate tasks such as data analysis and research, freeing up our human team members to focus on more creative and strategic work.
While 100% of this post’s prompt and editorial angle was created by Relevance International, about 90% of the following copy was drafted in less than 60 seconds by Bard, a conversational generative artificial intelligence chatbot experiment developed by Google. We won’t reveal the secret sauce tailoring this to our brand voice, since the human crafting this is also entrusted by clients to strategically craft theirs.
With artificial intelligence (AI) rapidly changing the world of marketing and advertising, businesses that want to stay ahead of the curve need to embrace AI, but they also need to be careful not to lose the human element in their work.
Do’s
Use AI to augment, not replace, human creativity
AI can be a powerful tool for generating ideas, but it’s important to remember that humans are still the ones who bring those ideas to life. As an example, AI can be used to generate creative briefs, but it’s still up to the human creative team to devise final concepts and bespoke campaigns.
Embrace human-AI collaboration
The most effective AI strategies are those that allow humans and machines to work together seamlessly. This means that businesses need to be willing to invest in training their staff on how to use AI effectively. It also means that businesses need to be open to feedback from their AI systems.
Train your AI models on a diverse set of data
This will help to ensure that your AI models are not biased and can generate creative work that appeals to a wide range of audiences. For businesses that specializes in marketing to women, for example, make sure that your AI models are trained on a dataset that includes a diverse range of female voices.
Be transparent about your use of AI
Let your clients know when you’re using AI and explain how it’s being used to improve their marketing campaigns. This will help to build trust and credibility with your clients. For example, you could create a blog post or white paper that explains how you’re using AI in your work.
Don’ts
Don’t use AI to automate everything
There are still some things that humans do better than machines, such as understanding complex client and consumer needs and developing creative solutions. While AI can be used to automate some of the tasks involved in press release writing, for example, it’s still important to have human agents available to handle more complex corporate and crisis communications. Similarly, AI can automate tasks such as email marketing, but only after a human team has devised an effective strategy with engaging content.
Don’t let AI take over your decision-making
Humans are still the ones who need to make the final call on how to use AI in their marketing campaigns. AI can be used to generate a list of potential target audiences, but the human marketing team must be responsible for deciding on which audiences to focus.
Don’t be afraid to experiment with AI
The best way to learn how to use AI effectively is to experiment with it and see what works best for your business. Don’t be afraid to experiment with AI. The best way to learn how to use AI effectively is to experiment with it and see what works best for your business. For example, you could start by using AI to automate a small task, such as scheduling social media posts. Once you’ve seen how that works, you can then experiment with using AI for more complex tasks.
Don’t forget the human element
AI can be a powerful tool, but it’s important to remember that it’s still just a tool. The human element is what makes marketing and advertising so effective, and it’s something that AI can never replace. For example, AI can be used to generate creative ideas, but it’s still up to the human creative team to bring those ideas to life.
AI is a powerful instrument that can help businesses to improve their campaigns. However, it’s important to remember that it is not a replacement for human creativity and discernment. By following the do’s and don’ts outlined in this blog post, businesses can ensure that they’re using AI in a way that enhances the human element in their work.
