The use of Artificial Intelligence (AI) in marketing has dominated headlines for a couple of years now. We fully embrace the technological advances in our industry that can make our jobs easier, and your bottom line lower. Yet, we take your reputation and authority seriously and believe we should tread carefully when creating content that speaks for you.
Using Generative AI for content creation is a trend that Alford Creative is watching closely. This technology is moving at lightning speed, and too many marketers are jumping on the bandwagon before the dust have even settled.
Our Concerns with AI for Content Creation
As a “human-first” marketing team, we strongly believe that the best way to “do” marketing is to be authentic. By this, we mean you be you. Be your brand and strive to offer a clean, authentic version of your unique message to the world. This is what the world is looking for.
Currently, we see value in using AI to increase efficiency in research, but not in creating. The truth is that AI software currently on the market for content creation (like ChatGPT) does nothing but regurgitate other people’s words.
Other issues concerning to us include:
- Likely copyright infringement
- Watered down duplicate content
- Inaccurate or false content
- Content or facts that cannot be cited
- Prejudice and bias in AI software currently on the market for content creation (like ChatGPT) are big concerns
Where are we comfortable using AI?
- Research (with attribution & manual fact-checking)
- Condensing text, blog posts, transcripts or summarizing our own work
- Outlines, FAQs and summarizing unique content that was created by you or us (for example, summarizing a podcast transcript)
- Discovering current trends
- Generating hashtags
- Grammar & spelling edits
- Meta descriptions – snippets, SEO titles
AI Will Not Produce Thought Leadership
At least not yet. At the time of writing (Summer of 2024), generative AI for text creation is not able to produce original thought that elevates humans and challenges us towards growth, community and a better humanity. This is the work of leadership. It is the result of hard-won lessons and experiences that give you a specific perspective and proven advice.
Human-to-human thought leadership is more than feeding the right prompts into a machine and letting it think for you. You have something unique to offer, and you need it to be conveyed in your voice, and from your values.
At Alford Creative, we do not (and will not) use AI bots to create content for your brand. We will always encourage you to remain authentic to who you are – which may mean standing firm against trends that threaten to water down your message.
