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Why Brands Need to Use Caution with AI-Generated Content

I am sure by now you’ve heard of ChatGPT and other AI content-writing bots. ChatGPT has exploded in popularity recently, acquiring over 1 million users in just five days, with no signs of slowing down. There are even recent news stories about ChatGPT passing law exams with “mediocre content.” That’s impressive for a bot, but are you willing to associate mediocre content with the brand you created? 

ChatGPT crossed 1 million users in 5 days since its launch
ChatGPT crossed 1 million users in 5 days since its launch

Artificial Intelligence (AI) is rapidly changing how we do business, including content creation. Many agencies and brands are embracing AI-generated content as a way to save time and increase efficiency.

ChatGPT AI Limitations

However, as AI technology advances, brands must be careful about using AI-generated content and understand its limitations.

Who’s brand is this anyway?

One of the main limitations of AI-generated content is that it cannot use your company’s brand voice and add personality to the writing. The AI algorithms used to generate content are based on patterns and algorithms that cannot truly understand the nuances of language, tone, and brand voice. This means that AI-generated content may lack the personal touch essential to connecting with your target audience and building a relationship with them.

Remember all that time and effort that went into creating a brand guide for your business that outlines your brand strategy, including your unique brand personality, story, and voice? It’s crucial to maintain consistency with your brand; an AI bot simply cannot take that into consideration like a real person who has studied your brand guide. You absolutely cannot sacrifice your brand voice for cheap and fast content creation. 

No personal touches

Additionally, AI-generated content lacks the creativity and unique perspective human writers can bring to the table. A well-written email, blog post, or social media update can convey a company’s values and mission, build trust with customers, and inspire them to take action. These qualities are difficult to replicate with AI-generated content, and brands must be aware of this limitation when considering AI technology.

Our job as marketers is to tell a story rather than string words together. Your customers should recognize your brand content before seeing a logo or brand name. Your content needs to have a personal touch in order to build a relationship with customers. 

Inaccurate information

AI-generated content can be inaccurate because it is generated based on patterns and associations learned from vast amounts of text data. However, these patterns can lead to the spread of misinformation if the data used to train the AI model is outdated or incomplete. Additionally, AI models can struggle to understand context and nuances, generating content that lacks coherence or is semantically incorrect. 

While AI technology is constantly evolving, the accuracy of the information it provides still needs more work. OpenAI, the company behind ChatGPT, claims the accuracy of the data set has improved, however, it is still using a dataset from 2021. If you are in an industry that needs to share the latest updates with your customers, ChatGPT and other AI tools may not be able to provide the most up-to-date and correct information.

ChatGPT information is based on datasets from 2021
ChatGPT information is based on datasets from 2021

Lack of diversity

Finally, AI algorithms are only as good as the data they are fed. If the data used to train the AI model is biased or lacks diversity, the AI-generated content may reflect these biases and perpetuate harmful stereotypes. This is a significant risk for companies, as it can harm their reputation and alienate potential customers.

Without human oversight, AI-generated content can perpetuate harmful stereotypes and reinforce biases. Therefore, it is essential to consider AI-generated content’s limitations and potential inaccuracies and supplement it with human verification and correction where necessary.

Be Cautious with AI-Generated Content

While AI technology has many benefits, brands must be cautious when using AI-generated content. AI-generated content may lack the personal touch, uniqueness, and creativity essential to connecting with customers and building relationships. Brands should carefully consider the limitations of AI-generated content and balance its benefits with the risks, including the potential for lack of creativity and personalization and inaccurate or even biased content.

Tips for using AI-generated content

All of this is not to say that you should not use AI-generated content at all. You just need to be cautious about how you use it. Here are a few ways we’ve found AI-generated content to be helpful:

  • Create a list of blog post titles for a content marketing calendar
  • Develop email marketing subject lines to test
  • Turn an article into five separate social media posts
  • Use ChatGPT to provide you with market research
  • Automate writing e-commerce product descriptions

Next Steps

If you need help with a marketing strategy that outlines your brand identity, personality, and voice to keep messaging consistent across platforms, contact the branding experts at ELMNTL. Suppose you already have a well-defined brand guide and are ready to get started with content, social media, and email marketing. In that case, you will also need a content writer that understands how to write content specifically for your brand that will resonate with your target audience. Chances are, you will still need a human to do so. Contact the human copywriters at ELMNTL to get started today. 


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Wiley Koehler

Wiley Koehler

Data Analyst & Ads Specialist

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