Don’t Lose the Human in Marketing
As you might imagine, digital marketing is a field that adopted AI quickly and somewhat effectively compared to other industries that may have lagged behind or seen more missteps. The interesting thing with the adoption of AI with so many aspects of digital marketing is this - it is easy to lose the human when you are using AI to create a brand.
Many of my colleagues are absolutely enamored with AI, and I understand where they are coming from. It is easy, it streamlines processes, it allows for a check and balance, and above all, it saves money. But I think some people are forgetting the cost associated with this; you might be alienating people unintentionally, and this may be pushing away clients or potential clients.
The truth is that yes, you can absolutely create a whole brand with AI, from a logo to a website to content and even beyond into social media posts and email marketing. And the truth is that yes, this will save you a lot of time and money in the short term. But the truth is also that creating a brand with AI is also a lot less likely to connect with humans, because creativity and that actual human connection gets lost.
Consumers are more and more savvy all of the time, and this includes their ability to spot AI-created materials. While some consumers may not mind this, for others, it is automatically going to turn them away. My advice is to all organizational leaders is to actively analyze the potential costs, and consider these questions:
Is your brand human-centered? We work with many schools. Parents and caretakers who are choosing a school for their children want a connection to the place that is educating their child, and building your brand around AI-created materials is likely not the best path.
Are your consumers mainly Gen Z? My kids and their friends are incredibly skeptical of AI, and brands that use too much AI to create their materials. In fact, I have noticed they actively avoid brands that don’t attempt to connect with them as people.
Are you taking the time to consider if AI fits your brand values? It’s not a great idea to claim to be a human-centered service business or health care organization, and then always use AI-generated materials. This is a big disconnect that may turn customers and potential customers away, even if it is somewhat subconscious.
Believe me, as a small business owner in an uncertain economy, I understand the need to address costs and using AI can be a big cost savings. It is tempting, I understand this first-hand. But I also encourage my clients to consider the long-term impacts of alienating potential clients, and even potential employees, by overusing AI. As with everything in life, I believe a balance must be achieved between remaining human, and using AI to support us along the journey.