Ayup! Unpopular opinion alert; AI-generated garbage has no place in marketing. Yet, as I write this, it’s already become the quick and dirty standard for so many businesses. Yikes!
Why, if your branding has nothing to do with cartoons, are you using the same generic visuals as everyone else? They a) look shit, and b) aren’t doing your credibility any favours whatsoever. The same notion applies with written content, such as blog articles and website copy.
Honestly, what’s going on here? It’s like a mass brainwashing. The only conclusion I’ve been able to reach is that we should never have been granted access to generative AI. It’s harming business websites, SEO, reputations and authority on an unprecedented scale.
87% of marketers are confident in the accuracy of AI content. But the confidence is misplaced. More than half (51%) of AI-generated content has “significant issues of some form,” and a whopping 91% has at least “some issues.” In the best cases, these errors can erode brand trust and marketing effectiveness.
Humans buy from humans
Successful companies are built on trust. One of the strongest selling points a business can leverage right now is being real and authentic. Step up, human-to-human marketing; a remedy to the chaos and carnage that AI slop is inflicting on campaigns across the globe.
H2H (human-to-human) harnesses personalisation and conversation. It’s an approach that genuinely takes an interest in your clients or customers. How this is played out will vary drastically depending on the size and nature of your business. One thing that unites and solidifies this approach, however, is that ChatGPT can’t do it for you.
I’m using H2H as an alternative example here, but really, just base your current activities on any successful marketing plan from 10 years (or more) ago. Nothing has changed, other than not using AI-generated images and copy will now give you a distinct competitive advantage.
Relationship marketing, often referred to as human-to-human (H2H) marketing, is a marketing strategy that emphasises the importance of building strong, lasting relationships with clients. It goes beyond transactional interactions, focusing on personalised communication, trust-building, and creating value at every touchpoint, contributing to fostering long-term brand engagement.
AI = Diminishing Trust
Countless businesses here in the UK have all of a sudden started to specialize in their sector. Really, of course, they mean specialise, but haven’t proofread the complete nonsense that AI churned out.
Bad copy, terrible images and a barrage of bullshit is an alarmingly shoddy strategy. I know I wouldn’t trust or buy from a company who think using cheap, mindless content to market their business is anywhere near acceptable.
Ultimately, this is the core issue we’re facing here. Self-inflicted damage and negligence results in severe distrust. I’ve not got any data to back this up yet, but I’d also put money on the fact that generative AI provides anywhere from zero to infinitely negative ROI figures. Even if you’re using it for free, a business can quickly and easily lose profit as a result.
No matter how well-oiled a machine your marketing is, if it’s not standing out, then your ROI is toast. Efficiency at scale doesn’t cut through noise. For that, you need to lean into what makes your brand unique.
That’s where real human creativity comes in.
Is it just me?
Am I going mad? Sometimes it seems like I’m the only business owner on the planet seeing this. Thankfully, as the cracks have started to appear, the conversation is gaining traction. In fact, an entire new niche has opened up for companies needing a solution to fix the damage and devastation that AI has inflicted on their business.
The WP Builds Podcast does an incredible job of telling both sides of the story. Here are a couple of recent episodes that provide valuable insights for any business owner/manager or marketing team.
It’s a WordPress podcast, but the relevance remains the same, no matter which platform you use. Episode 459 particularly echoes my opinion on AI in marketing, with trust being a key talking point.
- Interview with Ben Pines and Nathan Wrigley – 459 – Ben Pines on building a sustainable WordPress business with authentic marketing
- Interview with Andy Bell and Nathan Wrigley – 457 – Building a human-centred web by saying NO to AI: Andy Bell on ethics, agency life, CSS and the open web
As we navigate the complexities of an AI-powered world, embracing human-to-human marketing strategies becomes increasingly vital to agencies looking to not just stay afloat but thrive.
Why risk your entire business?
AI was supposed to help us be more productive. Instead, it’s had the complete opposite effect. This is primarily evident in the business world. If we don’t embrace it, we’ll fall behind (apparently). Well, if that’s the way to continue reaching and connecting with clients, I’ll take it.
Granted, navigating a business through testing times is becoming increasingly tricky. Maybe marketing budgets are tighter than they’ve ever been, or you’re struggling to cut through the noise to reach your target audience. Either way, AI is not the answer. Quite the opposite, in fact. It’s severely impacting the longevity of millions of businesses.
I read a really great phrase recently that said something along the lines of ‘why would I bother to read something someone couldn’t be bothered to write’ and that is such a powerful statement and one that aligns absolutely with my views.
Slow it down
One unique, carefully considered blog post that took several hours will outperform 50 pointless articles written by AI. Furthermore, it’s setting you up for long-term success, rather than search engines viewing your site as a garbage cluster.
An easy leg-up over your competitors, right now, is to simply do things properly. You know, the way that takes a little more time and effort. Success, momentum and trust are all built over years of continual tweaks and improvements.
Human-to-human connection secures ongoing results. For that, us business owners, managers and marketing teams need to remember what our audiences resonate with; calm, consistent, personalised and unique interactions that make them feel something.
Sorry, ChatGPT, it’s not really working out. We’re going to have to let you go…