Relax, Marketers - Gen AI Is Here to Play Nice

AI tools promise to be marketing’s new BFF, but first, we must establish some ground rules. All the hype about AI creating ads and content at lightning speed makes us feel like robots are out to do our jobs. However, the real opportunity lies in an ethical partnership in which human creativity and machine capabilities collaborate.

Now is the perfect time for innovative marketers to embrace generative AI and understand how to use the tools ethically to achieve business goals. Caution can accelerate complex projects, allowing us to focus on big ideas that increase revenue and profitability. However, in the absence of guidance, AI is a major problem.

Companies big and small are leveraging AI to handle daily business tasks and marketing needs. And this is fine as long as human oversight happens at every step of the AI process.

Here are three ways to start an AI ethics BFF-ship:

Guide with Guardrails

At first, it’s tempting to be attracted to legitimate AI functions. But as companies have learned, technology should support goals, not drive them. Consider these questions before integrating AI into your marketing and content creation processes:

• Clarify your goals and strategic metrics: What roles does AI play?
• Define the audience and the customer: How will it improve their experience?
• Establish boundaries to maintain strategic focus and brand integrity: Who will be responsible for ensuring AI-produced content aligns with company values?

Adopting a strategic approach enables AI to enhance human performance rather than attempt to replace it.?

BYOH (Bring Your Own Human)?

Marketers understand that 100% automation lends itself to increased risks when human intervention is not present. Using AI can undoubtedly boost productivity and efficiency as long as you have procedures in place to:?

• Vet data sources to avoid biases
• Keep diversity and inclusion top of mind
• Test extensively before publishing AI-produced content
• Enable monitoring systems. Continue to monitor and monitor people
• Allow and encourage user feedback

With comprehensive ethical AI policies in place, brands can fully leverage the positive impact and innovation that AI brings to the table.

The Future Is Collaboration

Ultimately, the success of AI in marketing hinges on a harmonious relationship with humans. As marketers rally behind ethical development, machine learning can work with humans to enhance how we promote and market products and services.

But we must lay the foundation of ethics and integrity intentionally and proactively to avoid reckless consumer collisions down the road.?With strategic guidance, constructive care, and ethical accountability, AI becomes a collaborative partner.?