Since the launch of ChatGPT at the end of 2022, AI has sparked discussions in nearly every field. From major corporations racing to develop their own models to communities debating its impact, AI quickly became a hot topic.

Mathematicians, computer scientists, writers, and teachers began to pack up their bags and sound the alarm; Artificial Intelligence was coming to steal their jobs.

Or so they thought… Almost two years later, those industries are still alive and well. Mathematicians are still scribbling theories, computer scientists are coding new systems, and writers… Well, we are still here drafting blogs for marketing firms.

Talking about AI has become a taboo. We all use it, but there’s a hesitation to discuss it in a professional setting. Is relying on AI unprofessional? How often is too often? Can we trust those who use it?

These questions pop up in click-bait headlines, designed to stoke fear, make us doubt our job security, and deal a blow to our integrity.

AI is an incredible tool. It’s not here to replace us but to enhance what we do—like a hammer to a carpenter. It’s effective when used properly, but it is just one of the tools in a professional’s toolbelt.

AI shouldn’t write the entirety of your work or code your website from scratch, but it can be a fantastic assistant, helping you streamline research, find angles to stories, and draft content.

So, how should it be used?

When and How should I use AI?

AI is very helpful, offering ways to maintain your unique writing style while enhancing your work. Its ability to assist with tasks makes it an invaluable resource for writers and marketers alike.

There isn’t a one-size-fits-all formula for frequency; I rely on AI quite a bit. It is a fantastic tool for finding synonyms, refining ideas, noting corrections to readability, enhancing sentence structure, and more.

When using AI, I often ask questions like, “Can you suggest a positive synonym for the word notorious?” or “Could you explain what omnichannel means to a college freshman?” It acts as an encyclopedia for knowledge and a dictionary, all mashed into one. It helps me generate unique perspectives while allowing me to keep my style and flow.

To make the most of AI, engage with it using bite-sized prompts. This approach keeps the interaction focused and allows for more effective guidance in your writing process. Rather than expecting a fully formed response, breaking down those inquiries into pieces often has the most useful results. It’s about collaboration and using AI as a brainstorming partner.

In other words, Artificial intelligence should complement rather than replace.

AI Red Flags

When it comes to content creation of any kind, if a savvy reader can detect a robotic tone, you’ve lost the reader’s trust.

Especially when it comes to marketing.

While you may mean well, the implication is that you didn’t care enough to put effort into your copy or image.

Aristotle’s Rhetorical triangle has never been more relevant. Marketing is all about persuasion, and Ethos, Logos, and Pathos are just as important as they were 2,400 years ago. These concepts form the foundation of effective marketing strategies.

When consumers engage with your content, they seek authenticity and a genuine connection (Ethos). If they sense that you wholly used AI-generated material, all your credibility can evaporate. And once customers have decided you’re not to be trusted, it is hard to win back their business.

There are several ways to identify AI-generated content in your work and others.

While the classic hallmarks of AI-generated imagery, such as geometric landscapes and unnatural features, are still present, they are slowly becoming less noticeable. AI is improving rapidly in creating photos and art.

Despite this, there are still subtle tells that can indicate an image has been generated. When looking at images, trust your instincts. Take anything that looks too polished with a grain of salt. Here are some common signs:

Texture and Skin Quality: Generated faces often appear unnaturally smooth and soft, lacking realistic imperfections, even with wrinkles.

Color Saturation: Many AI-generated images tend to have either overly saturated or undersaturated colors, often leaning towards warm or cool colors. If an image looks too vivid or surreal, there’s a chance AI created it.

Lighting effects: Look for unusual glare or highlights that don’t match the lighting conditions in the photo. If the lighting feels inconsistent or exaggerated, it could be a sign of AI involvement.

Detecting AI in video content is generally easier at this point. When a video features a person, watch for:

Static Body Parts: AI-generated videos exhibit unnatural movement, where body parts stay still while the rest of the body moves, leading to a disjointed appearance.

Jerky Movements: Movements can also appear overly jerky or robotic without the fluidity we expect in natural human movement.

Lastly, AI artists piece together creations from existing works, which can lead to noticeable inconsistencies upon inspection. Zooming into images may reveal:

Stray pixels: Look for odd or stray pixels that affect the image’s clarity.

Connected Shapes: Pay attention to any strange connections or distortions in shapes that don’t align with reality, like a chair melting into a floor or a door with too many handles.

Background quality: If the background is blurry, muddy, or indistinct, it could be a giveaway about non-genuine works.

Navigating the world of AI detectors can be quite challenging when it comes to writing. These tools often misidentify human-written content as AI-generated, creating a frustrating experience for anyone involved.

There are a few ways to connect the dots and distinguish between human and machine writing.

One of the telltale signs of AI writing is the use of exaggerated or overly enthusiastic language. Be wary of phrases that seem a little too positive or excited. Words like “innovative,” “groundbreaking,” or “enchanting” should raise your eyebrows, especially when used to describe mundane products like a burger or a common household item.

This hyperbole can often signal that the text was created by AI, which tends to employ such language to create an illusion of excitement.

AI-generated content also lacks the depth and nuance that human writers can employ. Repeating points without exploring them in detail or performing surface-level analysis often signals that humanity didn’t take much part in creating the work.

The absence of a distinct tone or voice can also illustrate AI authorship. Human writers inject unique perspectives, sometimes even accidentally, into their writing.

Granted, these writing indicators are not foolproof. Every writer has a unique style, and there can be considerable variation in expression.

Consumer Expectations are Changing:

As AI content becomes increasingly commonplace, consumer expectations are evolving rapidly. Audiences today crave stories and experiences that resonate with them, recognizing the value of genuine human expression amid a sea of automated text.

This shift brings about an interesting paradox: There is an increasing expectation for high-quality content delivered quickly. It becomes increasingly more challenging to explain that good work takes time, mainly because AI can replicate it if you input the correct string of words.

It’s also important to remember, as stated above, that consumers also appreciate the unique qualities only human writers can provide.

In this fast-paced digital landscape, writers need to adapt to these demands with AI to enhance creative processes.

Determining how much to use AI is difficult. A good rule of thumb is embracing authenticity wherever possible, allowing your voice to shine while selectively integrating tools to enhance clarity.

By striking this balance, we can meet audiences’ expectations while preserving the human touch to make it engaging.

Conclusion

Artificial intelligence is an invaluable tool often seen as a faux pas in marketing.

Its widespread adoption by professionals across various fields demonstrates its utility, yet it often faces undue criticism. The key distinction lies in how we utilize AI: as a supportive tool to enhance our work, not as an author for entire bodies of work.

While it’s important to remain vigilant about the potential pitfalls of AI-generated content, there’s no reason to shy away from incorporating it into marketing efforts.

When used correctly, AI can streamline processes, spark creativity, and improve the quality of your work. Embrace AI as a valuable ally in your endeavors to complement your unique voice and insights.

Moderation is still essential, though. Strive to balance AI assistance and your creativity, ensuring the human touch remains at the forefront of your content.

Harnessing AI effectively elevates your marketing strategies while staying true to the authenticity and connections that resonate with your audience.