AI Is Ruining Your Marketing Strategy.
While it's as easy as ever to have AI write your caption for you or let it cut up a long video into batch content, news flash: we know. It's obvious which industries are relying on AI, and while that doesn't mean you should never use it, here's why human marketing to another human will always work better:
1. Lack of Human Creativity and Emotion.
Make it stand out
AI-generated content is based on data. Therefore, AI can lack the sense of creativity and emotional awareness that a human marketer can bring to a campaign. To create relatable, realistic content for a human, requires a human.
2. Contextual Understanding.
AI is not necessarily "current." Therefore, it can fail to understand cultural importance, recent happenings, or the precise context of what you're attempting to convey about your brand. Content can fall flat, be offensive to time/audience, or be misinformed.
3. Adaptability and Flexibility.
While AI can process analytics and trends, human marketers do not face the issue of not responding to market shifts. When there is breaking news or an unforeseen event, marketers can rely on their human instincts to adjust campaigns and messaging in the moment—if the new eligible candidate for president dies on a Friday, the marketer has to adjust political branding by Monday morning in the next blog post—but can make a more nuanced decision instead of just plugging in information.
4. Audience expectation.
Humans expect authenticity and personal connections with brands on social media. Thus, human interactions filtered through ethical awareness and emotional response, responding to comments, engaging with followers, offer a deeper connection than AI may imitate.
5. Ethical Considerations.
AI comes with ethical dilemmas, inclusive and exclusive of data privacy, bias, and misinformation. Content created with AI is not monitored and can perpetuate stereotypes, breach ethical boundaries, and more. For example, 40% of AI-created content is plagiarized.
6. Brand Voice Consistency.
Every marketing effort requires a continuous brand voice across all channels and efforts. While AI could assist in this branding effort, it could also fail to recognize the unique tone and style that makes you different—branding inconsistency can wreak havoc.
7. Strategic planning.
AI may provide the research and analysis, but strategic decision-making equires a nuanced awareness of the bigger business picture, brand personality, and competitive landscape. Humans are needed to advise and implement social media as part of the bigger business picture.
Conclusion.
Ultimately, anything that supports human creativity and strategy and harnesses AI for better results is the way to go. But a dependence on AI for all decisions will compromise the social media marketing process based on inauthentic, inappropriate, and non-sentient motivation.
