AI is here to stay. Organizations that do not use AI should start as soon as possible to familiarize themselves with the possibilities. AI has and will continue to revolutionize various fields across many industries. In marketing and communication, AI will enhance efficiency in many areas. How we work with insights, research, and market analysis is just one of many examples. At the same time, it’s important to be cautious. It’s easy to fall into the trap of wanting AI to generate content as well. Efficient, yes, absolutely. But better effect is far from certain.
Poor Content
Generating a lot of content with AI is what I call hitting the “SPAM” button. Once you start, it often feels like a real virus where you can’t stop, but must keep spamming continuously. The truth is that a lot of content doesn’t necessarily mean good content. And a lot of poor content will neither help you nor your brand. A lot of bad content can damage the brand just as much as good content can help it. But it is very tempting once you start and see that AI can generate a lot of content for the segments and target groups you have chosen. It is fast and efficient, but it doesn’t necessarily produce a better effect.
Emotional = Effective
Advertising messages that resonate emotionally with consumers and can stand the test of time are often the most effective. To achieve this, an AI prompt is not enough. You need insights into the market and the segments you want to reach. You need a market position and a strategy. Then you need to craft messages, preferably with a creative twist, that stand out and resonate with the consumers you want to reach. To create good and effective communication, it’s not necessary to produce many messages. Often, a few good messages that can be used over time will yield the best results.
AI’s Role in Communication
AI definitely has an important role in communication going forward. I’ve already mentioned insights and research. There are also many ways to use AI in crafting communication. This doesn’t mean producing a lot of content, but using AI to create good and appropriate content. For example, this article. It was written by me in its entirety, but when it was finished, I used AI to correct errors. This process used to take longer, perhaps with others helping to proofread to ensure nothing was overlooked. If you’ve also worked through the diagnostic and strategy phases, AI can assist in the idea phase. But often, this is just for inspiration, and the final decisions and texts should be made by humans to touch people emotionally.
AI will continue to develop, and from the time this article was written, much can happen, and neither I nor anyone else can know exactly how fast the development will be and if AI can take on more responsibility than I believe it can today. But for now, I recommend using AI as an excellent assistant in the field of communication while still letting humans make the final decisions.