Best Practices When Using Generative AI as Your Digital Marketing Assistant.
Have you ever felt frustrated trying to reach support for a service only to struggle through a loop of AI/robot customer service representatives instead of speaking to a real person? The wrong use of generative AI in your digital marketing can create that same frustrating feeling for your audience.
Generative AI is a powerful tool. When used correctly, it can save time, spark ideas, and streamline communication. When used poorly, it can make your agency feel impersonal and disconnected, the opposite of what clients expect from a trusted local insurance agent.
Here are some tips to help you use AI wisely in your marketing.
Use AI to Brainstorm and Outline
AI is excellent for generating ideas, drafting outlines, or suggesting topics. Tell AI what you’re looking for. Then take the ideas and decide how you want to use them.
Personalize Everything Before Publishing
When using AI to assist you in generating content, do not simply copy and paste the content it generates. By using AI content word for word, you risk sounding robotic. It is important that you add your voice and your experience.
Don’t Let Your Posts Look Robotic
Have you ever read an article or a social media post packed with too many emojis or noticed an oddly placed long dash—an em dash—and thought something felt off? Chances are it was AI-generated. Most people don’t naturally use em dashes as they aren’t readily available on a standard keyboard. Details like that can signal automation to readers.
When content feels machine-produced, engagement can drop. Audiences are quick to question authenticity and when something doesn’t feel human, it’s harder to trust.
Photos and Videos in AI
AI generated photos and videos seem like a great tool, but they run a risk for ethical and copyright concerns. The line between real and fake imaging is a bit blurry, which may cause your audience to question your trust. AI tools may also use artists’ work and images without permission, which puts you at risk of copyright infringement. It’s best to use AI as a tool for photo/video ideas only and then reach out to the design team to help your vision come to life.
Ensure Brand Safety
If you choose to use generative AI for content, be sure to audit the content for consistency, brand guidelines, and always fact check the information it delivers.
Overall, AI offers some great tools for digital marketing, but it’s important to stay authentic, trustworthy, and smart while using it as a resource. If you have any questions about digital marketing, or using AI as a resource, don’t hesitate to contact us.