Responsible Use of AI in Marketing

Over the past few years, Artificial Intelligence (AI) has transformed the way businesses operate, and the marketing world is no exception. Specifically generative AI, such as OpenAI’s Chat GPT, has offered marketing agencies and in-house marketers numerous possibilities to enhance day-to-day tasks, ultimately freeing up time for other strategic initiatives. However, as AI tools continue to evolve our digital landscape, it is crucial for users to understand how to ethically utilize these resources to avoid unwanted consequences.

Using Artificial Intelligence for Content – Is it Stealing?

As marketing professionals, it is our job to craft messaging and strategies to form trust with a target audience. After all, effective marketing is one of the largest factors that helps differentiate a company from its competitors. Some marketers have leaned on generative AI to draft blogs, generate ad creative and copy, and ensure content hits the right number of keywords for SEO purposes. While these tactics may make sense to increase efficiency, we must remember there is a fine line between using AI as a tool and copywriting.

Along with the rising buzz over AI’s potential, there are also legal challenges coming to light that every marketer should be aware of. Copyright infringement lawsuits are arising over AI relying too heavily on previously created works. In addition, companies that own generative AI have access to all information inputted into their systems which can lead to data leaks. With that said, although tools like Chat GPT can boost a business’ productivity, it can also lead to serious issues if used carelessly.

In Marketing, Human Connection is Everything

Even with an ever-evolving digital landscape, we cannot deny that genuine human connection is perhaps one of the most important aspects in our daily marketing efforts. Although AI is able to streamline certain marketing processes and deliver end products at scale, it is essential for us as marketers to never forget that human interaction and creative thinking is what truly makes our marketing stand out. Businesses, brands and marketers should always prioritize finding a balance between automated solutions and authenticity with their audience.

A few tips to responsibly use AI in marketing include:

• Respect Intellectual Property – Essentially everything generative AI creates is based on previously created material. To prevent copyright infringement, be sure the AI tools and models you are using have appropriate licenses and permissions for generating content or images.
• Protect Your Data – Anything put into public tools, such as Chat GPT, can enter the public domain. Never share confidential information!
• Be Transparent – If you are creating marketing materials for a business or brand, you should always be transparent with how you are employing AI to create content.

Trusted Digital Marketing Services in Jacksonville

At Beson4, we make it a priority to stay well-informed on the most current consumer and digital trends. We have worked with hundreds of local and national companies in Jacksonville and beyond, providing a wide range of effective services that have helped our clients build brand awareness and grow business revenue. Along with your website, landing pages, social media, SEO and PPC, we can work to seamlessly manage your entire digital ecosystem, so that the public knows about you and wants to learn more!