Artificial intelligence (AI) is taking the marketing world by storm. It has never been easier to craft a comprehensive marketing campaign, write attractive copy, and design eye-catching graphics. If you work in marketing, you are likely one of the 88% of marketers who rely on AI to complete their tasks. Unfortunately, it might not be working in your favor. Consumers already struggle to trust brands, and the addition of AI in marketing has made the relationship even more difficult.
Data from Qualtrics XM Institute found that from 2022-2023, only 50% of consumers trusted the companies they did business with, and throwing AI in the mix adds even more complications. According to Hootsuite’s Social Media Trends 2024 report, AI can hurt your content strategy as 62% of consumers are less likely to trust content they know was generated using AI, further damaging the already low trust in brands.
There is no question AI streamlines marketing projects, but retaining trust among consumers still requires a human touch.
Creativity or Copying?
The use of AI has exploded in the content world. From articles to music to artwork, AI-generated content is seemingly on every corner, and not all consumers are fans. Using AI for creative purposes doesn’t sit well with audiences, as they view it as inauthentic and lacking in the creativity that humans can bring.
There is also the dilemma of plagiarism. Because AI learns from vast amounts of data, there is the risk that AI unintentionally copies work without reference to the original creator. Certifying that your brand’s content is free of plagiarism requires either proper citations or original ideas from within your team.
AI in marketing can give great direction regarding content strategies, but human creativity is essential to ensure it is used ethically.
Is it Personalization or Spying?
Personalization in marketing is crucial to attract consumers and keep them engaged. In fact, 81% of consumers prefer that companies provide them with a personalized experience. Developing a tailored experience for each member within a target audience is overwhelming and was once an impossible feat. With AI’s ability to analyze immense amounts of data, meeting this previously unrealistic expectation has become a reality.
Unfortunately, AI as part of personalization strategies doesn’t sit well with everyone. Research from Twilio found that only 41% of consumers are comfortable with brands using AI to personalize their experiences, and 51% trust brands to keep their data protected and be conscientious about the way they use it.
AI offers incredible potential for marketing personalization strategies, but using it ethically requires transparency in its use and protection of personal data to maintain consumer trust in a world where it is easily broken.
The Power of Human Touch
There is no doubt that AI has revolutionized the marketing landscape by streamlining tasks and making personalization possible. However, it also enhances age-old challenges as consumers struggle with trusting brand authenticity. To earn and maintain consumer trust, marketers must enforce human oversight alongside AI implementation. By blending AI in marketing with human creativity and integrity, brands can push back against decreasing trust to build strong and long-lasting success.
