AI is a blessing and a curse.
There is controversy online about AI. Some people fear it will take away their jobs; others believe it is not good enough or even that it might be dangerous. No matter what your position is regarding the matter, one thing is for sure: AI has come to stay.
The most known AI is, of course, our friend Chat GPT. When we asked GPT to write us a small bio of itself, we got the following:
“I’m ChatGPT, an AI language model developed by OpenAI based on the GPT-3.5 architecture. I was created in 2020 and have been continually learning and improving ever since. With a vast knowledge base spanning various domains, I assist users in generating human-like text, answering questions, providing recommendations, and much more. My goal is to empower individuals and businesses by offering valuable insights, aiding in decision-making processes, and enhancing communication in a wide range of applications, from content creation to customer support.”
People around the world are leveraging the power of AI for different things, and maybe it is time for you to consider AI as a tool for yourself.
AI in Marketing and Social Media
Back in 2010, when I started doing Social Media, things were way different. Facebook was the KING, ads were barely starting, and there was NO WAY to schedule your content anywhere.
Now, almost 15 years later, the digital landscape is inundated with tools and resources to make your life as a small business or social media manager way easier. AI models can be of great assistance when generating content, as well as help you brainstorm ideas.
AI language models like ChatGPT can generate content at scale – I am sure you have seen at least ONE of those “Prompts to Generate Content with Chat GPT” Reels that are so popular on Instagram – AI can create various content formats and can even help you improve things like your resume, your diet and edit images.
Analyzing data and personalizing content based on user preferences, behaviors, and demographics is another of the strengths that AI has. AI can assist with analyzing market trends, consumer sentiment, and competitor strategies, and provide you with actionable insights to refine your strategies.
There are lots of things that AI can help you with, but, of course, there are negative sides to AI that you should consider and be aware of.
The Danger of Overuse
While AI is a powerful ally, overreliance on AI-generated content can be risky. We have to consider that AI models are still in development and learning from humans and sometimes can produce results that are not to the standard.
Relying too heavily on AI may lead to your audience believing you are lacking creativity and originality. On top of that, AI models rely a lot on online sources and previous knowledge which could lead to plagiarism and result in generic and uninspiring content as well as biased or inaccurate information. You should always check the sources and output of every AI-generated content to ensure accuracy.
A very common use of AI is responding to or leaving automated messages or comments on different platforms. While it is not a bad idea to rely on AI to respond to comments and messages on Social Media, using AI for EVERYTHING can be perceived negatively by your audience: excessive use of AI-generated content can create a disconnect with users who seek genuine human interactions. Balancing AI with human touchpoints is key to maintaining user trust and engagement.
Audiences value authenticity and genuine connections. AI content tends to lack certain human aspects which can diminish the authenticity of brand communications.
Making AI More Human
AI will NOT take your job. A person who can use AI will.
While AI models are still learning and improving, I can tell you that replicating humanity is not an easy task – actually, I know plenty of humans who are bad at “humaning”. Successful marketing is not just about generating content but also about building meaningful connections with the audience.
AI is a great tool to augment human creativity, but it will never be a replacement for it. Adapting the responses AI generates to sound more human and to align with your brand values, tone, and audience preferences is crucial to maintaining that human touch everyone craves. Infusing humanity into AI-generated content is essential for creating authentic and relatable experiences.
Let’s not forget that Social Media is a two-way communication path. People will respond and interact with you instead of only reading what you share – and they will be expecting you to acknowledge them and answer back. There are limits to how automated certain interactions can be: being on top of your engagement should always be a priority. AI can analyze user responses and tailor future content accordingly but will never fully replace the interaction with another human.
Lastly, be mindful of ethical considerations when using AI in marketing. Avoid deceptive practices, respect user privacy, and ensure transparency in AI-generated content.
