Artificial intelligence (AI) is becoming more advanced by the day, as evidenced by the growing number of virtual assistants and interactive tools such as the famed ChatGPT. If you’ve been paying attention to the increasing chatter about AI and all its applications, you may be wondering whether this technology can play a role in your social media strategy. The answer is, it’s complicated. Determining whether to include AI in your marketing plan is dependent upon your goals and comfort level with the ethics and authenticity of this technology. Here’s an overview of how AI can either help or hinder content planning:
The Strengths of AI
As the capability of AI becomes more sophisticated, it’s no wonder that marketers are taking note of its usefulness. This technology is popping up everywhere and has the potential to save time, money, and perhaps even boost engagement. With these possibilities in mind, it’s easy to get excited about the potential of AI for your business. Who wouldn’t want to automate post writing, streamline scheduling, and more quickly analyze customer behavior? Although it’s true that AI can be a valuable tool for tasks such as caption writing, topic generation, and image creation, you shouldn’t rely solely on it for all of your content creation. Here’s why:
The Challenges to Consider
It would be nice if AI was the magic bullet that could slash the time and resources you need to create high-quality and engaging content. Right now, that’s just not the case. Even though this technology is improving at a rapid clip, it’s not perfect yet–and may never be. If you’re using an AI-powered tool to generate content, be sure to assign a human fact-checker for accuracy. In the short time that AI has been around, it’s become notorious for outputting results that sound legit, but may be plagiarized or factually incorrect. Because AI tools used for content creation or customer interaction are so new, it’s also important to check with your compliance team before going full steam ahead with this technology. You don’t want to get into hot water regarding data privacy or regulations in your industry, so it’s well worth doing your homework if you plan to use AI.
The age of AI is shaping up to be incredibly interesting. There’s no denying that AI-powered tools have the ability to take over much of the tedium of marketing, such as researching engaging topics or writing captions. While there’s a lot to love about AI, proceeding with caution is highly recommended if you’re thinking about using it as part of your social media strategy. Humans are still irreplaceable in designing and executing an effective marketing campaign and fact-checking all AI output. Regardless of the vision you have for your social media strategy, our team is here for you. If you’d like to learn more about our comprehensive services, we’re just an email or phone call away.