In a world where resources are scarce, time is precious, and budgets are stretched more than ever, business decisions are often influenced by the need for quick wins. When it comes to creating content for websites, social media, or a wider PR campaign, those pressures have seen increasing numbers of companies turn to AI.
Up to two thirds of brands have already incorporated tech-led content into their marketing strategies, according to the World Federation of Advertisers. And there are benefits to this, of course: AI can generate an entire month’s worth of social posts or a full article in a matter of seconds – a task it would take hours for even the most seasoned PR specialist to complete.
Yet you only have to glance at the internet, particularly on LinkedIn, to see how often brand content is now being dissected for signs that it may have been written by a programme rather than a person, and the reactions are generally less than favourable.
Spotting the signs
Multiple sources reveal the majority of people believe they can spot when content has been written by AI – up to 82% according to a study by HookLine&, although when this theory was put to the test by Bynder, only around 50% could actually detect the difference reliably.
Despite leaps in capability which have increased the reliability and sophistication of AI writing, there are a few tell-tale signs that readers point to when it comes to detection: corporate language littered with buzzwords; similar formatting such as paragraphs of the same lengths throughout; and a dearth of specifics, anecdotes and strong opinions. It might seem obvious, but AI simply cannot replicate the human-feel of well-crafted content.
Some companies may consider that as a trade-off: their content gets produced at a rapid rate, but some readers will realise it’s AI. However, looking deeper at the implications shows this approach can actually damage a brand’s reputation, undermining any cost or time advantage of going down this route.
Numerous studies conclude consumer trust drops when a brand is confirmed to be using AI-generated content – while the engagement and credibility that is built by emotive writing also suffers. The very best writing connects on an emotional level with its audience, and maybe one day AI will be able to replicate this. But, certainly for now, a human touch elevates that opportunity for connection.
Brand voice
A crucial consideration is that successful brands have their own ‘voice’ – it sets them apart from their competitors, resonates with their values and mission, and builds connections with their audience through consistently utilising this voice across their all platforms. There are even brands like Innocent Drinks, Aldi and Duolingo whose distinctive content has earned them legions of fans, driving up their popularity and (most importantly) generating loyalty across their customer base.
AI can be programmed to write in a certain way of course, but the quirks of human writing and the deeper understanding that company experts have of their own industry and the wider-world context are above and beyond what technology can currently offer.
So, how can you establish a genuine ‘voice’ if you’re relying on AI? The simple answer is that you can’t, and that some element of human input is absolutely needed to ensure that the content lands with its audience and is congruent with their expectations of what they’re reading.
A helping hand
While the reaction to content solely generated by AI detracts from the benefits companies hope to achieve through its use, that’s not to say that it can’t have its place as part of a well-executed PR strategy. Utilising AI to search for statistics and expert opinions (carefully checking that the sources cited are credible) or to refine the grammar and syntax of a piece written by a team member can absolutely enhance a piece of writing.
But the dangers of over-reliance on AI are clear: the risks of damaging emotional connection with audiences, and the credibility and perceived authenticity of a brand if all of its content has clearly not been written by a person clearly outweigh the time and cost savings. In fact, it is likely to take far longer and far more resources to rebuild that reputation once it’s been dented. Having a clear policy around human-led content from the outset might mean an initial investment – but for the brands like Innocent who have perfected the art of a consistent voice, and thrived as a result, that time and resource has been absolutely worthwhile.
AI might be gaining in intelligence every day, but it is our empathy, quirks and uniqueness which ultimately forges the powerful human connections fundamental to building a brand.
