Consumers have had their heads down for a while, their attention consumed by smartphones, social media, and anything that's trending. But, they’re starting to come up for air, craving one thing: authenticity. Few things get more attention these days than celebrities posting make-up-free selfies, everyday people sharing their relatable fails, and influencers opening up about the reality of their jobs. And those same feelings extend to brands. People want to be treated like humans, not just another number in the profit column. So, how does the emergence of AI fit into this desire of consumers? Unfortunately, it’s not quite as simple as it does or doesn’t.

THE MORALITY OF AI

As marketers, it would be irresponsible not to acknowledge the power of AI. Undoubtedly, AI can be a useful tool and will continue to be used—to what extent is still unknown. AI can write an original screenplay in a matter of minutes. It can generate undetectable fake images. And—to the horror of copywriters everywhere—it can write copy faster than it takes to open a fresh Google Doc. The question doesn’t lie in the usefulness of AI but in its morality. Creativity has been a sacred part of the human experience since the beginning of time, playing an irreplaceable role in our evolution as a species. If we take that away, what will happen? That’s a question that even the minds behind AI software can’t answer. So, let’s get back to marketing.

HOW IS AI BEING USED?

Currently, AI is being used more as a tool assisting marketing efforts rather than the driving force, but the glimpses we’ve seen of its capabilities are pretty incredible. Content marketing has probably seen the biggest uptick in AI use, with longer-form copy, such as blogs, getting a boost from these automated systems. Typing in a prompt can be a good way for writers to kick things off or overcome writer's block. While AI has recently reached A-list celebrity status, it is not entirely new to marketing, however. For a few years now, digital campaigns have been helped by AI programs that automatically scale and rearrange ads based on performance and put them in front of the most relevant audiences. Likewise, digital artists working in the realm of animations and renderings have been using programs that help automate their creations for years—so seamlessly that it’s unnoticeable to the average consumer.

Many initial reactions to AI have been curiosity, amazement, and of course, fear. There were those two guys that created an entire portfolio using AI, putting an artificial junior creative behind it—and agencies came calling. Videos, images, words, and even songs can be created from nothing in a matter of minutes—no late-night brainstorming with crappy takeout necessary. There have already been numerous incidents where the use of AI has received backlash. A notable one was when Vanderbilt University used Chat GPT to generate a letter to students after the deadly shooting at Michigan State University. A German photographer also entered an AI-generated image into a competition, only revealing the true nature of the photograph after claiming the top prize. 

AI CAN’T MATCH HUMAN EMOTION–YET.

Empathy, compassion, and storytelling are not current capabilities of AI. For now, human intervention is still needed to tune the dials, so to speak. AI can be an excellent tool for generating ideas, structure, and event content, but it lacks the ability to add real emotion and connection. And, of course, the authenticity of it is up for debate. How would consumers react to AI ads? Would they even notice? Even care? We say yes. It’s something they care about now, so why would that change? If anything, new technologies like AI will have consumers calling for more authenticity from brands and creators. 

MOVING FORWARD WITH AI.

There is still so much unknown about AI that it’s hard to say. We don’t see AI going away anytime soon, but laws limiting its use are already being considered or enforced around the world—primarily in academic settings. Jobs in the marketing and advertising industries are already popping up with flashy names like “AI Prompt Writer” and “AI Engineering Specialist.” So it seems, for the time being, AI will continue to be used as an added asset—a small part of a bigger human team that can pick up on the nuances of human interaction, cultural shifts, and colloquialisms.

 If you’re a brand that's looking to authentically connect with consumers, tread lightly. Keep humans at the center of your interactions with consumers to ensure that your authenticity stays intact.  

Editor's note: This blog was generated by a real human brain.