Tiffany Quinn, Fractional CMO:
‘With OpenAI's ability to generate slick, sexy, high-quality content for digital marketers, what do you think is going to be the response to that? So when people become accustomed and almost inured to this proliferation of super high-quality AI-generated content, what do you think people are going to want to see as a reaction to that - how will we get their attention and their engagement?’
GPT4:
The widespread use of AI to generate high-quality content is likely to lead to several trends and counter-trends in digital marketing and content consumption:
1. **Increased Value on Authenticity and Human Touch:** As audiences become accustomed to slick, AI-generated content, there may be a growing desire for authentic, human-produced content. Personal stories, handcrafted messages, and content that reflects genuine experiences or insights could become more valued for their uniqueness and personal touch.
2. **Emphasis on Creativity and Innovation:** With AI able to handle many aspects of content creation, the bar for creativity and innovation may be raised. Brands and creators will need to find new ways to stand out, possibly by leveraging AI in unexpected ways or by creating content that emphasises novel ideas and perspectives that AI cannot easily replicate.
3. **Seeking Trust and Transparency:** As AI-generated content becomes more common, issues of trust and transparency may come to the forefront. Audiences may demand clearer disclosures when content has been AI-generated or seek out sources known for their human editorial oversight and ethical use of AI.
4. **Human-AI Collaborations:** Instead of a backlash, there could be an increased appreciation for content that showcases effective human-AI collaboration, blending the efficiency and capabilities of AI with the nuanced understanding and creativity of humans. This could lead to a new genre of content that is highly valued for its hybrid nature.
5. **Niche and Specialized Content:** As AI excels in generating broad and general content, there might be a push towards more niche and specialised content that requires deep, expert knowledge or insights specific to certain communities or interests. This content might be harder for AI to replicate authentically, thus becoming more sought after.
6. **Interactive and Dynamic Content:** There might be a move towards content that requires active engagement from the audience, such as interactive stories, games, or experiences that AI alone cannot fully create. These types of content can offer unique, personalised experiences that stand out from static AI-generated texts or visuals.
7. **Scepticism and Critical Engagement:** As people become more familiar with AI-generated content, they might also become more critical and discerning consumers, developing a keener eye for distinguishing between AI-generated and human-produced content and valuing content that demonstrates deep thought, insight, or craftsmanship.
Tiffany:
In essence, as the digital landscape evolves with AI, the response might not be a straightforward backlash but a complex interplay of trends that elevate the importance of authenticity, creativity, and human engagement in content creation and consumption.
And as we move through the threshold of this new technological era in digital marketing, it’s more important than ever to have genuine and authentic marketing, along with personal branding, serving as catalysts for fostering authenticity in an increasingly artificial landscape.
Just as we’ve witnessed a resurgence of retro ‘old ways’ in modern media, such as vintage vinyl shops, classic denim fashion, and thrifting, it’s important to acknowledge the value of looking back in order to move forward. Similar to the renewed popularity of vinyl records, which evoke feelings of nostalgia and tangible connection in today’s digital music landscape, authentic marketing strategies infuse narratives with personality and emotion; offering insights into the values and ethos of both individuals and businesses. This guiding principle embodies authentic thought leadership, which is precisely what I do at Generate Leads.
