By Jane Whitham, Director at Altitude PR
With AI-generated content available in seconds and platforms like Canva and HubSpot embedding AI tools into their platforms, marketing has become turbo charged.
But generative AI tools have a reputational dark side and pose potential risk to any SME looking for a quick fix.
Whilst plenty has been written about generative AI’s downsides – misinformation, copyright infringement and the tell-tale overuse of emojis – what hasn’t been explored is the risk AI poses to brand reputation.
Your brand voice and authenticity will no doubt have been well earned over many years, but handing over your brand voice to large language models like ChatGPT or CoPilot in the rush to adopt AI is pure folly. Overusing chatbots and virtual assistants in customer service functions is just madness.
SMEs that invest time in creating meaningful relationships with their audiences will continue to thrive. It’s that simple. Authenticity is key, and AI has a way to go before it can deliver genuine understanding and context.
There’s a huge temptation to use AI for content creation, customer interactions and marketing automation but with it comes the growing risk of losing the human touch.
It’s human touch that builds trust and loyalty. As the famous Bob Burg quote goes: “People buy from people they know, like and trust.”
In an era where consumers are more discerning than ever, authentic, relatable content is the key to standing out. Your content might sound convincing, but does it have depth or the nuance only a human can deliver? If you’re in the slightest way sceptical, you’re taking a risk with your brand.
A good example can be seen on LinkedIn. It’s painfully obvious which content is AI generated.
From emojis, bullet points, and those pesky Americanisations with tell-tale Z’s – it’s evident when someone has defaulted to AI.
The question then becomes, “why should I be bothered to read a post that you couldn’t be bothered to think about and write?”
Overuse of AI strips personality from your brand and the reputation and USP you’ve worked so hard to evidence quickly becomes soulless.
AI-driven digital marketing and content generation lacks personalisation. How many times have you been on a call and wished you could just speak to a real person? Trust is built up over years and decades but can be eroded in seconds.
Every year, global communications firm Edelman publishes its Trust Barometer which delves into worldwide attitudes towards government, media, business, and NGOs.
This year’s survey revealed 61% of people feel a moderate or high level of grievance against business and government. Big business is increasingly seen as greedy, unethical, and lacking transparency. Misinformation and disinformation are the main culprits and AI’s ability to comb the web and generate inaccuracies is a significant threat which could further erode trust.
Whilst trust is seemingly on the wane across society, there lies a seismic opportunity for businesses that communicate with clarity and transparency and focus on the individual needs of their stakeholders.
It’s simple to prioritise good communication and brand management but alarming how many businesses don’t regard this as priority.
A damaged reputation – whether through poor communication or tone-deaf AI – can negatively impact stakeholder relationships, leading to financial losses, talent attrition and even regulatory scrutiny.
Careful, consistent, genuine brand messaging is essential.
Why take a risk with your reputation just to cut a few corners? Reputation is an asset which should be nurtured at every opportunity because without a reputation you don’t have a business.
Whilst AI can shape ideas and AI integrations can significantly speed up workflow, there’s no substitute for taking the time to think and then communicate properly, especially when it comes to marketing and PR.
Shaping perception and enhancing credibility takes time – just as communicating in a considered way does. However, the only way to build and maintain consumer trust is through a strategic, considered approach.
It’s entirely possible to blend generative AI with the human touch and the smartest companies are taking this approach by implementing AI policies which establish clear, responsible protocols that govern generative AI’s use. These companies are exploring AI’s ability to generate ideas, concepts and workflows but layering years of their own insight and experience on top.
Patience and a solid resolve to do things the right way is paramount as AI continues to transform the way we work. We should never defer to AI.
As Microsoft Vice Chair, Brad Smith, told the BBC recently when speaking about AI: “we’ve got the collective power to decide what we hand over to computers.”
Whatever line of business we’re in, we should always remember we’re here to solve business problems using our own skills, experience, and creative minds.
