Will AI in Marketing kill authenticity? An experiment…

AI in Marketing - a robot at a typewriter

I may be one of the grey beards in the world of tech. these days but, in my view, no matter how technology evolves, one thing will never change. That old adage that “people buy from people”.

What has changed, however, is how perceptions are formed of the people you select to buy from. Talk to any of the analysts who monitor this kind of thing and they will all tell you the same thing. In B2B purchasing decisions, actual first hand conversations and interactions between prospective buyer and seller are getting later and later in the buying process. Gartner, for example, reckon buyers now only spend 17% of their time with suppliers as part of their buying journey, with the majority of the research done before ever picking up the phone or sending an email.

What that means of course is that,up to that point, a heavy reliance is placed on what can be read and watched about you and your offer online.

The “cool” thing to do right now is to use AI in marketing. To use AI tools to write all your copy for you. But surely if you and all your competitors are doing the exact same thing, won’t the uniqueness of your voice and message be lost at this most crucial of stages in the relationship?

What does ChatGPT think?

So, what better way to test the hypothesis than to to generate the next part of this blog post using, in this case, the free to use ChatGPT 3.5 (other AI based copywriting tools are available).

Here’s the simple prompt I used:

“Write a blog post of 600-800 words in length that considers the issues in generating content for use in B2B marketing in the technology industry, using AI tools like Chat GPT, without losing a sense of authenticity associated with the author. You may also consider the problem of creating content that is suitably differentiated from your competitors who may also be using similar tools.”

The resulting (unedited) post delivered

Title: Navigating Authenticity in B2B Technology Content Creation with AI Tools

In the rapidly evolving landscape of B2B marketing, the use of AI tools has become increasingly prevalent,

transforming the way content is generated and disseminated. In the technology industry, where innovation is the lifeblood of success, businesses are turning to AI tools like ChatGPT to streamline content creation processes. However, as we embrace the efficiency and capabilities of these tools, a critical question arises: How do we maintain authenticity in our content without sacrificing the unique voice and perspective associated with the human touch?

The Rise of AI in B2B Content Creation

AI tools, particularly language models like ChatGPT, have proven invaluable in automating and enhancing content creation for B2B marketing in the technology sector. These tools can generate blog posts, whitepapers, and marketing copy at a pace that was once unthinkable, freeing up human resources for more strategic and creative tasks.

However, with the increased reliance on AI, there is a risk of losing the authenticity and personal touch that human authors bring to the table. Authenticity is crucial in B2B marketing, as businesses seek not only to convey information but also to build trust and establish a genuine connection with their audience.

Balancing Efficiency and Authenticity

The challenge lies in striking the right balance between leveraging AI tools for efficiency and preserving the authenticity that resonates with readers. While AI tools can produce content quickly and at scale, it is essential to view them as complementary to human creativity rather than a complete replacement.

One approach is to use AI tools as a starting point, generating a draft that captures key information and ideas. Human writers can then step in to refine the content, infusing it with their unique voice, insights, and industry expertise. This collaborative process ensures that the content aligns with the brand’s identity while benefiting from the efficiency of AI-powered initial drafts.

The Authenticity Conundrum: Standing Out in a Sea of Similar Content

In the technology industry, where competition is fierce and innovation is relentless, maintaining differentiation is paramount. The challenge is compounded when competitors are also utilizing similar AI tools to create content. How do you ensure your content stands out in a crowded digital space?

One strategy is to focus on niche expertise and industry-specific insights. Human writers, armed with their deep understanding of the industry and its nuances, can contribute perspectives that AI tools may lack. Instead of generic content, businesses can strive to deliver content that addresses specific pain points, emerging trends, or unique challenges faced by their target audience.

Additionally, incorporating real-world examples, case studies, and success stories adds a layer of authenticity that resonates with B2B audiences. While AI tools can provide data-driven insights, human experiences and narratives contribute to a more relatable and engaging storytelling approach.

Transparency in Content Creation

To maintain authenticity, it’s crucial to be transparent about the use of AI tools in content creation. Acknowledge the role of AI in the process, and emphasize the collaborative effort between technology and human creativity. This transparency not only builds trust with the audience but also sets realistic expectations about the origin of the content.

Furthermore, involving subject matter experts in the content creation process can ensure accuracy and depth. While AI tools are proficient in generating content, they may lack the nuanced understanding that industry experts possess. Integrating human expertise into the content creation workflow ensures a well-rounded and comprehensive output.

Conclusion: Harmonizing Technology and Authenticity

In the realm of B2B technology content creation, the integration of AI tools like ChatGPT offers unparalleled efficiency and scalability. However, businesses must approach this technology with a conscious effort to preserve authenticity and differentiate themselves in a competitive landscape.

By viewing AI tools as collaborators rather than replacements for human creativity, businesses can harness the strengths of both worlds. The key lies in striking a delicate balance, leveraging AI for efficiency while ensuring that the final output reflects the brand’s voice, industry expertise, and a genuine connection with the audience.

In navigating the evolving landscape of B2B technology marketing, the harmony between technology and authenticity will be the cornerstone of success. As businesses continue to embrace AI tools, it is the human touch that will ultimately distinguish them and foster lasting connections with their audience.

My thoughts on AI in Marketing

You know, at one level it’s not bad. But it’s not great either. And, in my view, that’s just as bad. In fact, I’m wondering how many of you who got this far even read the whole post, or just skipped through it?

In fairness, you could argue though that this kind of result is the worst that using AI in marketing will ever produce. Even by the end of this year the state of the art will far surpass this result. Arguably other models probably likely have already. In the future I expect it will become commonplace to be able to train your own model with specific goals and “voices” in mind.

For now though, once the hype has died down I think the pendulum will swing back to some state of equilibrium and we’ll see tools like these used to quickly generate first drafts, or to create shorter or longer form versions of human generated original content. Content that can include colloquialisms and turns of phrase akin to the author, or that can take assertive stances on topics that align with those of the brand.

Importantly those small things that help us get to feel like we really “know” the folks we’re dealing with, rather than just the information they are able to impart.

I, for one, am watching closely!

Why not get in touch, if you’d like t find out more about how KickDrum, rather than AI can help you..