No doubt, 2023 is an interesting time to be a leader in marketing!

As a marketing leader in 2023, you face a unique set of challenges and opportunities. On one hand, you’re tasked with producing quality content with reduced headcount and budget, while on the other hand, there are exciting new possibilities with the recent arrival of powerful AI tools.

Artificial intelligence has been increasingly used in marketing, and for good reason. AI can help marketing teams create more content quickly and efficiently, freeing up valuable time for other important tasks. With the automation that AI can offer, companies can analyze large amounts of data and better understand their customers, leading to more targeted and effective marketing campaigns.

However, it’s important to remember that AI can never fully replace human connection and intuition. Any business relying solely on AI to create content risks compromising trust and loyalty from their audience. Consumers want to feel a personal connection with brands, and they value authentic, human-driven content.

Trust is essential when utilizing AI in marketing. Businesses need to be transparent about their use of AI, as one potential issue with relying on AI for marketing is the risk of producing generic, uninspired content. AI may be able to generate content quickly, but it lacks the creativity and uniqueness that human writers can provide. To avoid this, it’s important to incorporate human input and oversight into the content creation process. This can involve reviewing and editing the AI-generated content to ensure it aligns with the brand’s tone and messaging.

Another consideration is the potential bias that AI can introduce into marketing campaigns. AI algorithms may be influenced by the data they are fed, and if that data contains biased information, the AI-generated content may also be biased. To address this, companies should review their data sets and ensure they are diverse and representative of their audience. Additionally, companies should regularly audit their AI-generated content to ensure it is not promoting harmful stereotypes or biases.

Despite these potential challenges, the benefits of incorporating AI into marketing strategies are clear. With the right balance of human and AI involvement, companies can create high-quality, targeted content that resonates with their audience. AI can help companies identify and respond to trends quickly, analyze data to improve marketing efforts, and even personalize content for individual customers.

AI can serve businesses with powerful capabilities, but it’s important to maintain a human connection with your audience and ensure that your use of AI is transparent and ethical. By finding the right balance between human and AI involvement and addressing potential biases and limitations, companies can leverage the power of AI to improve their marketing efforts and deliver authentic, effective content to their audience.  

If anything, our needs for human interaction will only grow stronger as we as consumers of content struggle to differentiate between AI and human-generated content. We don’t anticipate that AI will ever be able to satisfy Maslow’s hierarchy of basic needs.

This is why we believe that podcasts and webinars are quickly becoming a critical driver for content strategies. And when you combine human-centered thought leadership as the driver for content, using AI as a tool to convert it into different mediums without losing anything in translation, that’s when we can win in the new game of content marketing.