Hearts & Minds: Embrace AI…but never sacrifice authenticity
This week’s news that OpenAI ‘is building a social network’ will no doubt excite many. Immediately, the mental image is of robots conversing, sharing electronic chit-chat. Not quite. Open AI’s platform will focus on AI-generated images and is a response to the social media giants' move into AI. Still, it marks another step forward, and for corporates, it is bound to add to the bulging comms toolbox. But brands and businesses should tread carefully.
Consumer Perception of AI
Before they get carried away with the potential and progress of AI, there is a vital consideration to constantly bear in mind. Consumers tend to be wary of AI and take a negative stance when they spot it. The temptation to upload and download to and from the new social AI network ought to be kept within limits. Trust and authenticity must always remain paramount for brands, regardless of their use of AI.
A recent poll found that consumers lose faith in companies that deploy AI in their emails. Seeing AI content in an email lowers their perception of the brand’s worth, making them feel less connected and appreciated. This sentiment extends to customer service communications, where consumers prefer human interaction over AI-generated responses.
Consumer Response to AI in Marketing
In marketing material, a significant 88% of consumers say they will ignore content that they believe has been produced using AI. Only a mere 4% of consumers consistently engage with companies that use AI-produced content. This highlights the importance of balancing AI use with maintaining human connection and emotion in communications.
As AI continues to progress, brands must not lose sight of the value of human involvement and the human touch. While AI can enhance communications and assist in customer relationships, it cannot replace the authenticity that comes from genuine human interaction.
