AI vs. Authenticity
Kate Amberson
Media Auditor at Whitehardt | M.A. Advertising & Public Relations Student at The University of Alabama
In the new age of artificial intelligence (AI), social media users must constantly ask themselves, “Is this real, or is this just AI?” With this hesitation frequently at the forefront of users’ minds, social media has created a cycle of distrust. Now more than ever, users are begging for authenticity, transparency and genuine relationships with organizations.
Innovations and their impact
AI has found its way into social media through content creation, personalized recommendations and chatbots. While these innovations can enhance user experience and boost organizational efficiency, they also have the potential to erode the relationships between users and brands, a crucial aspect of social media interactions.?
According to Sprout Social, “42% of consumers are apprehensive about brands using AI in social media interactions.” This apprehension could lead to reduced engagement and trust. Brands must incorporate AI into social media operations to increase efficiency without risking connection.?
Brands like Yelp and Amazon have continually struggled with fake reviews, some potentially AI-generated. However, Amazon has combated this behavior by using its machine learning techniques and investigators and even taking legal action to prevent the deception of consumers.?
On the other hand, some brands utilize artificial intelligence to write captions, which can be beneficial for developing ideas. However, it can also become repetitive and lack a voice that is consistent with brand messaging. A social media manager could prompt artificial intelligence with specific keywords regarding a product or event they want to promote, which AI would use to generate caption suggestions. Using AI in this way can make social media interactions feel transactional rather than genuine.?
Media literacy
In addition, low media literacy can exacerbate the challenges consumers and brands face when incorporating AI into social media operations, furthering confusion and skepticism. Users with low media literacy skills might not be able to identify AI-generated content. These users might feel deceived when they discover the truth about reviews, captions or other AI-generated content, which can damage trust between the user and the brand.
What should we do about it?
Advertising and public relations professionals must balance establishing an authentic and positive relationship with consumers and streamlining social media tasks using artificial intelligence. By tailoring AI-generated content to fit the language of consumers and brand voice and personality, interactions will feel more human and authentic. Brands can also spread awareness regarding media literacy to help consumers navigate social media.?
While AI is a powerful tool, brands must remember that the human touch will always be a significant aspect of social media. As advertising and public relations professionals, we are responsible for using AI ethically, considering how each action might influence consumers’ perceptions, responses and relationships. We must create a space where authenticity and artificial intelligence can work together positively to build trust. It is up to us to make every interaction count.?
Executive Brand Communications | Executive Speechwriter & Ghostwriter | LinkedIn Profile Writer & Coach | Executive Resume Writer (CPRW) | Crafting Words to Propel Executive, Career & Business Success
3 个月Kate, you tackle a raging topic in the world of corporate and organizational communications and do so with good depth and balance. This is a topic of particular interest to me because I'm a writer at heart. I've had people tell me how they use AI to write their marketing and web copy. This may be an unscientific observation, but it seems to me those who are especially enthusiastic about AI's use in writing content aren't passionate writers themselves and are happy to farm that function out to AI. I get it. As a writer, I see AI as being a helpful tool for ideation and to help prompt thinking, especially when the creative well seems dry. But while I've seen AI-generated content writing that looks and sounds solid, it typically lacks heart and spark. I suppose if all your content needs to do is simply convey information, AI can do the job well enough. If you want to reach hearts and minds, use AI as a tool to help with brainstorming, but do the writing yourself, engaging your own unique voice, experiences, perspectives and convictions.
Masters of Arts Candidate at The University of Alabama
3 个月Hey Kate! Your article on AI and social media is both timely and insightful. It highlights critical points about maintaining authenticity in an era dominated by technology. You've aptly pointed out that while AI can enhance user experience, it can also erode trust if not used carefully. The statistic from Sprout Social about consumers' apprehension is eye-opening, and your examples from Yelp and Amazon effectively illustrate the challenges and solutions. Your emphasis on media literacy is crucial. Helping users distinguish between AI-generated and genuine content can mitigate distrust. The role of AI in creating transactional rather than authentic interactions is a significant insight. Your call for a balance between using AI and maintaining human touch is spot on. Tailoring AI-generated content to fit the brand's voice and educating consumers about media literacy are excellent strategies. Your concluding remarks about ethical AI use and fostering genuine interactions perfectly capture the essence of responsible social media management. Thank you for these valuable insights! Your article is a must-read for professionals navigating the intersection of AI and social media. Keep up the great work!