It’s easy to take the easy road. Hell, that’s why it’s called the easy road. It takes less effort. It’s safe. With the developments in Artificial Intelligence (AI), it has never been easier to take the easy road. The safe road – to ignore authenticity in favor of easy.
Recent research by Zappa showed that 86% of consumers consider authenticity an important factor when making purchasing decisions. That’s huge!
Before you break out the pitchforks and torches, hear me out. AI is an amazing tool that complements the human element for creative tasks. Sometimes, you might be stuck on writing and need a nudge to start; sometimes, you can’t think of a way to word something. Awesome! Get some help. I do it all the time.
But don’t rely on it. Don’t replace the human element.
I was recently at a marketing conference for a large, multi-million dollar organization. At one of the breakout sessions, someone commented that he used ChatGPT to write a voiceover for a video they were working on with one single prompt, with no revision or input of authentic content. I was shocked. From the eyes of a consumer, I couldn’t imagine wanting to take action on a video promotion that was 100% comprised of internet regurgitation.
Authenticity will always reign supreme. Your audience wants real. Your audience wants content they can relate to.
We get it. Authenticity is scary. Authenticity can take you out of your comfort zone and make you vulnerable and open to criticism and judgment. But people want real. So give them real.
Be yourself. Be original. Be authentic.