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Gerone Baladhay

Understanding Brand Authenticity and the Role of AI in Digital Marketing

Recently, Artificial Intelligence (AI) came again under the spotlight when a Philippine national broadcasting channel introduced two AI-generated sportscasters who relay news and updates about sports events and stories.

This drew flak online, with many people calling the innovation “alarming” and “saddening,” as it may replace real, skilled, competent people who can do the job.
Moreover, netizens pointed out the lack of passion, emotion, and authenticity, which is evident, especially in reporting a live sports game. The network addressed the matter as merely utilizing technological advancements and tools to provide the audience services.

Now, AI is familiar with digital marketing and brand promotions. Most social media managers, strategists, and agencies have used these AI tools in their digital-first approach to help compose copies and public relations materials- from social media posts, PR statements, video scripts, and even graphic outputs for more effortless, efficient, and communicative digital marketing supplementary that will excite and invite audiences and target markets to trust and choose their brand.

However, there is a fine line between efficiency and authenticity, and a shortage or lack of either would impact the effectiveness of the digital marketing campaign.

Brands can go far with AI tools, but there’s the question of authenticity that drives audiences to trust and abide by the brand.

Understanding Authenticity VS AI

AI is rooted in visual and auditory outputs, while principles of authenticity allow personalization, variation of voice and tone of copies, emotional connection, and a humanistic approach.

Also, AI can analyze vast amounts of data within seconds. It gives digital marketers valuable data-driven insights into customer behavior, preferences, and trends. Authenticity is a validating tool for shared experiences like customer frustrations and satisfaction, humor, and indifference, providing digital marketers with experiential data.

In the bigger picture, another relevant advantage of AI in digital marketing is automation, as it consistently fulfills repetitive tasks like scheduling social media posts, sending emails, or checking grammar in real-time. Here, authenticity depends on the efficiency and reliability of the copies to which this automation occurs.

An AI may conveniently send promotional emails to customers every week, but if the email content does not exhibit trustworthiness and authentic communication- the whole campaign fails. Authenticity is the foundation of effective digital marketing and digital communication in terms of content and framing, while AI is a functional and innovative tool.

Points to consider when using AI in Digital Marketing

Remember that digital marketing is a harmonious medley of human input and digital assistance, there should be a balance between innovation with authenticity. AI has a lot of benefits, and the possibilities are endless. Still, for brands to grow and connect, it is essential to incorporate human input and creativity for trustworthy and engaging content.

1. Begin with a clear understanding of the brand

Most brands that use AI without proper consideration simply want to sell or trend- they need a sense of values, mission, and unique selling proposition.

It is advisable to establish clarity among these brand foundations, before implementing any AI-powered marketing strategies. It will result in AI-powered marketing efforts consistent with your brand’s messaging and tone.

2. Utilize AI to Reach out, not restrain human touch

Yes, AI can do amazing things: create ready-to-post content, provide recommendations, and adjust accordingly. Still, it should never, directly or indirectly, replace the human approach- the creativity, connection, and sense of purpose. AI, as a tool, provides enhancement, not substitution.

For example, AI can provide recommendations based on data analyzed for what color most audiences of a particular brand are drawn to or which color they dislike. Recommendations are considered, but the creative team is the one to produce and design the final output.

3. Value above all

Essentially, digital marketing is all about informing a brand’s target and potential market of the solutions the brand can provide for them in their everyday problems. Hence putting value to the brand and building the brand’s worth in our audiences’ lives.

Even before AI came, delivering the best services to clients has always been the priority and remains the same now AI is prominent. Doing so, AI initiatives ensure trust is kept and authenticity maintained.

4. Maintain brand trust with transparency

Trust on/for a brand is achieved with transparency and constant communication. This is crucial as AI relies on authenticity provided by content managers and creators to provide a humanistic touch to any social media output.

Furthermore, it is our responsibility to inform audiences that AI is utilized for enhancing content and digital marketing efforts. This includes helping audiences understand what AI is and how the brand utilizes it to strengthen trust and diminish the idea that audiences are misinformed or misdirected.

5. Consistent learning, re-learning, and unlearning

AI, despite its efficiency, still requires updating and constant checking. The tools must be regularly monitored, tested, and enhanced to address possible issues and missed objectives. Delivery should match the brand’s real and digital result expectations.

Keeping track of issues analysis of key performance indicators (KPIs) on ads or social media regular postings. Learn from the latter, relearn what must be mastered regarding AI usage, and unlearn non-beneficial actions.

Are your brand and digital marketing strategies AI-ready?

Digital marketing and brand evolution are on the path of significant transformation with the integration of AI. Social media is one among many digital platforms that create a window towards innovative, effortless, and efficient digital marketing strategies.

Despite the promising effects, AI cannot replace the impact of authentic content composition, ideation, and design that humans provide; that is why AI in digital marketing must be utilized with:

  1. Clear brand identity.
  2. Sense of reaching out and enhancing content.
  3. Prioritization of value.
  4. Transparency.
  5. Consistent learning.

Mastering these and applying them to social media campaigns and strategies will result in balanced digital marketing strategies that use AI and an authentic approach.

If you still want to know more or learn about AI integration for social media management and digital marketing. Set up a consultation with us!

Digital-First Is The New Rule