The future: embracing AI with caution

[jrineakter]

But we’ve also consistently written about our belief in authenticity, the human-touch, and bringing our and our clients’ expertise into our content. We think well-crafted content needs to incorporate human nuances that AI still doesn’t offer – such as your tone of voice, anecdotes and firsthand expertise. This helps our clients to differentiate themselves, engage audiences and, crucially, to build trust.

And when it comes to trust, there are two sides of the coin to consider. As a marketing agency, we need to keep nurturing the trust our clients have in our content. This is why we believe in keeping the utmost standards of transparency, meaning that if AI were to be used at any stage of the content creation process, our clients should be fully informed of the extent to which it was involved.

The second side of the coin is that our clients should be transparent with their audiences, too. The survey results suggest labelling content as “AI-generated” will reduce trust in their marketing buy phone number list content. However, being transparent about the extent to which AI was involved, for example by specifying whether it was used to speed up research or to edit the final text, could have the opposite effect. It could generate trust for the very fact that the company is being honest about its content creation process.

Last but not least, it’s important to remember that when it comes to trust, security is also critical. Sensitive information should never be shared with AI-based tools. AI systems are still prone to breaches and misuse, which is why ensuring data security and confidentiality is non-negotiable in today’s digital landscape.

Looking ahead, it’s clear that AI-generated content is here to stay. But with Google’s March 2024 search update targeting AI-generated "copycat content," the landscape is set to change. Google aims to reduce unhelpful, low-quality content by 45%, pushing for higher standards and originality.