The realm of artificial intelligence has created a revolution in how companies communicate and connect with their customers while increasing the size and scope of their marketing activities. Technologies are now able to provide information quickly and efficiently through various types of automated tools, such as customer service supplied by artificial intelligence, as well as writing or generating content based on customer data. One significant challenge that is rapidly becoming a concern for creative digital marketing experts and others, as the automation of brand communication continues to increase, is to keep the integrity of the brand. In a world dominated by automation, remaining human and continuing to relate to your customers will distinguish you from the rest of the competition.
Why Brand Authenticity Matters More Than Ever
Today’s consumers understand automated messaging. The majority can detect whether the content they receive is impersonal or overly scripted. Authentic brands create trust by consistently being helpful and emotionally connected to their audiences. The trust that an individual has in a brand will have a positive impact on a consumer’s decision-making process when purchasing, being loyal to the brand and advocating for that brand. Once a brand loses its authenticity, even the most sophisticated AI content development tools become detached from reality.
Outlining a Defined Brand Voice
To stay authentic, brands should define their voice, value and personality clearly. When training or directing AI tools through a brand-specific tone guide, they will ensure that all of the generated automated content matches the way that a brand talks, acts and is in relationship to its audience for greater consistency across every channel.
Human Storytelling
Storytelling is inherently human. AI helps support structure and brainstorm ideas, but storytelling should be based upon actual experiences of people, customer insights and the journey of a brand through its maturity. Highlighting behind-the-scenes moments, success stories and real obstacles allows brands to connect with consumers in today’s highly automated society.
AI and Human Support
The best brands utilise AI as an assistant, not as a decision-maker. Human review can offer an emotional connection, cultural context, and ethics. The combination of AI and Humans will ensure that the content that has been generated through artificial intelligence is written with thought, empathy and aligns with what the audience expects.
Personalised with Purpose
Artificial Intelligence (AI) powers incredible personalisation, but authenticity comes from being relevant, not from simply being able to send out lots of targeted messages. According to every experienced digital marketing service provider, authentic, relevant, and meaningful interactions occur when brands personalise thoughtfully, utilising their customers' true needs. Brands should refrain from sending an overwhelming number of messages through targeted marketing. The endless stream of messages feels more like an invasion than helpful communication.
Building Trust Through Transparency
By engaging in transparency regarding how AI is utilised to improve customers' experience, brands create greater levels of customer trust. When customers know what role technology plays in helping them, it creates an element of trustworthiness for businesses. Transparency equates to honesty and respect, two very core tenets of an authentic brand identity.
As we enter the age of AI, authenticity is more about leveraging technology responsibly than rejecting technology. Businesses that find a way to merge the efficiencies of artificial intelligence while incorporating the humane qualities associated with creative, empathetic individuals and a business's core values will differentiate themselves from their competition. Maintaining a human connection is no longer optional; it is now a key differentiator in this rapidly changing business environment.
At Light Buzz Media, we help brands combine AI-driven solutions with human strategy & storytelling to develop authentic and lasting connections. Reach out to us today to foster authentic connections.