Since the introduction of ChatGPT in 2022, marketers and industry players are considering using artificial intelligence (AI) to generate textual content.
As the use of generative AI in copywriting gains traction across the digital landscape, the Consumer awareness of the telltale signs of non-human generated content has also increased, with 50% able to spot AI-generated copy, according to a recent Bynder survey.
The survey also found that when presented with two articles, one written by ChatGPT and the other by a trained writer based on the same brief, 50% of the 2,000 consumers surveyed could identify the content generated by the AI.
Don’t do it miss: Study: 50% of consumers can tell if copies are generated by AI
In terms of consumer perception, 82% don’t mind brands using AI to generate text, as long as it looks like it was written by a human. However, 63% of consumers prefer transparency around AI-generated content. This presents a challenge when deciding whether to develop more natural AI content or disclose its use, which could risk reduced engagement and negative perceptions.
Maintain transparency of AI-generated content
Industry players surveyed by MARKETING-INTERACTIVE believe that brands need to be aware of how their target audiences perceive them.
Kris Kwan, senior editor at NoTwo HK, said brands can demonstrate the collaboration process between AI and humans by showcasing original AI-generated drafts alongside final human-edited versions.
“It provides the central idea of what is being done by the producer and why, while also explaining how AI-human collaboration differs from purely AI-generated content.”
As cliché as it may sound, openness and honesty are the keys to building trust. Brands should therefore let their audiences know that they are using AI technology in copy, according to Venus Leung, senior editor at Narrow Door.
If the AI copy itself is of good quality, this further encourages customers to increase their trust and broaden their acceptance of AI technology by having a positive user experience.
Leung added that brands could even highlight the use of AI-generated copy as a selling point, which could allow audiences to see AI from a different perspective. “Use your objectivity, your informative style, even your clumsiness, to generate new perspectives, an interesting tone that goes beyond the framework to which we are accustomed. »
Additionally, brands can disclose the use of AI-generated content by including a simple statement such as “Content is AI-generated” at the bottom or end of the content, similar to the approach taken for terms and conditions in food and drink advertisements. said Ken Lo, creative director at dentsu Creative.
“It’s honest, direct, but won’t affect the audience’s interaction with the message.”
On the other hand, Luke Somasundram, associate creative director of BBH Singapore, said there is no simple solution to reassure consumers about the use of AI in content, as technological advancements will likely outpace current rules or best practices, making this a constant problem. an evolving challenge that brands must face.
“I think the best way to approach things is to be curious vandals – to stay on top of the latest technological developments while finding new ways to subvert expectations in a world where AI-generated copy is the norm,” Somasundram said.
Add a human touch
Sometimes it is not mandatory for brands to disclose to consumers the use of AI-generated copy, said Chungtsz Shun, co-founder of Durian HK.
“Over time, only industry insiders will care about it, while the public will not pay much attention to it. What only matters to the audience, from the past to the eternal future, is whether the content itself is engaging or not,” he added.
In fact, engaging content means understanding the target audience and adding a human touch. The same Bynder investigation found that 26% would think the brand is impersonal if the website copy lacks a personal touch. Additionally, 25% and 20% will respectively perceive the brand as impersonal or untrustworthy if social media posts appear AI-generated.
Raymon Chin, CCO innovation of APAC, VML, said tIt depends on how marketers “build” and “feed” an AI to create a tailored “brand brain.” “This brand brain would have learned from all the successful communications you created, understanding the nuanced personality of the brand.”
Then they will be trained to speak about a certain brand personality to its various audiences, he said. “For example, if it were a Nike ‘brand brain,’ it could convey an empowering message to a basketball player or tennis fanatic in different ways, but with the consistency of the same brand personality.”
Our job is to use AI to “supercharge” these experiences and make them magical.
When it comes to personalization, it’s about how to start with a “human touch” and how to end with a “human touch.” Narrow Door’s Leung said brands should start their ideas with a human and truthful vision, and let their incentives drive a single direction.
“Let AI do its effective job. Depending on the outcome, the editors should intervene again and finish with a “touch”. Retouch, add touches that reinforce the resonances,” she added.
Ultimately, it’s important that brands remain carefully calibrated to determine where the appropriate nature of AI-generated copy lies versus human written content as an acceptable method, NoTwo’s Kwan said.
“AI could obviously do better when it comes to creating something high volume and often low value, such as large amounts of content like press releases or email newsletters. For most high-stakes ads that require a strong brand voice and a deep understanding of the audience, trained human editors should handle them,” Kwan added.
BBH Singapore’s Somasundram added that the role of AI in the industry should not be simply that of an efficiency tool, but rather that of an area of new creative possibilities.
This opens up a myriad of new storytelling possibilities.
“Brands have value when they give us a human connection with a product. If we abandon that human connection in the name of efficiency, then it has little value,” he said.
Join us on June 26 to Content360 Hong Kong, a one-day, two-stream extravaganza under the theme of “Content that Captivates.” Get together with our fellow marketers to learn about AI in content creation, integrating content with commerce, and cross-border targeting, and find the recipe for success in the world of content marketing!
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