MARKETERS MUST AVOID THE AI PITFALL

AI is transforming industries in ways we could only just imagine only a few short years ago with its ability to crunch massive amounts of data, write reports in seconds and even create pictures of realistic scenes and people.
Its proponents claim it can completely replace a company’s marketing team, reduce its finance team to one person, eliminate researchers and even engineers, as well as doing away with tedious legal appointees and safety officers among others.

Yet anyone in a fairly senior position in any one of these positions will immediately be able to point out many pitfalls and if they were gathered around a conference table would most likely be able to defend their position and put forwards a good case to keep their jobs.

However, in my position as editor of Concrete Connect it is abundantly clear that many companies have simply brushed aside their entire PR and marketing teams in favour of using AI to write press releases and social media content that more often than not has no positioning, is riddled with cliché language and continuously repeats the same message in different ways.

Having read hundreds of press statements and news releases this year alone it is safe for me to say that I can spot unadulterated AI material from a million miles away so to speak. The problem for companies that use this approach to submitting content for all forms of media is that it all sounds the same. In other words, everybody is saying the same thing, only with their own names and products inserted in largely the same text.

And what it is doing to a company’s marketing message is losing its identity, making these companies about as interesting as paint drying. That’s because ChatGPT or any of the other AI resources commonly used by non-trained individuals or companies looking to save a Buck is that it has no soul. It doesn’t truly understand context, nor can it bring in any kind of nuances that your experienced PR writer uses liberally and without even thinking about it.

It is important to remember that just like the designer in a team, or the engineer in charge of a project or even the accountants in a busy finance department understands these nuances and applies “common sense” principals that are unique to each company and industry, so too do writers and content creators add value way beyond a couple of Rands saved to create compelling content.

The value of an engaging PR article is that it captivates the reader’s attention, disseminates a carefully tailored message in a clear South African way and establishes a company or brand in a positive tone that is not boastful or self-rewarding … because that kind of brash language is the easiest way to tune out a reader or viewer. So, what is the alternative then?

Luckily there is a far better option, and that is to use AI selectively. For example, give it tasks that require data crunching and ask it to form foundations upon which people can build and apply their intrinsic knowledge to the circumstances and outcomes required. Incorporate AI briefings for your marketing and PR professionals to use when they produce material for advertising and branding purposes.

Remember, just like an engineer or an accountant studied for years to become proficient in their jobs, so did your PR and marketing team study and learn how to engage with target audiences. They have embedded knowledge and know how to tailor your messages for your requirements under your circumstances to your target audience. AI simply cannot do that.

My message is to avoid the unadulterated use of AI in your branding and marketing exercises. Avoid hiring junior staff propped up by ChatGPT to do a job that specifically trained staff or consultants can almost certainly do better and stop trying to save a few thousand Rand by replacing the very people who convey your messages and uphold your good name in a market that is becoming increasingly weary of FAKES.