Your Guide to Al-thenticity: Stay Real in an Al World

When I go through my LinkedIn feed, I notice that many posts resemble each other. They are from different people and different companies, and they still end up looking generic.

It is painfully obvious that a chatbot has been heavily involved in unlocking, diving and delving into, fostering, sparking, leveraging and harnessing ever-changing landscapes, and rounding it off with insufferable Oxford commas. As for the AI-generated images; most of them have an over-polished, plastic, almost greasy feel to them. Deepfake content is even worse, as it can be manipulative and dangerous.

You've probably noticed by now that online channels are choking with AI-generated content. It's ironic. Social media and Google love authentic content, but have to introduce AI tools to remain ahead of the competition. And it's precisely by over-relying on AI tools that people lose their voice and the often charming "quirks" in their content that adds uniqueness.

In this edition, we'll have a look at "AI-thenticity"; a blend of "AI" and "authenticity" that popped into my mind while I was going over ideas for this newsletter.

Why authenticity matters

1. Authentic social media accounts are open about who they are and what they stand for. They avoid manipulative tactics, clickbait or misleading information and are upfront about sponsored content or partnerships. They use social media best practices.
2. Authentic users or brands use a consistent voice and messaging across their posts. They don't drastically change their tone, style or values based on trends or audience expectations. When ChatGPT entered the scene, I noticed several people suddenly change their style of writing and churn out far more content than they usually did. And I understand why. Social media management is very time-consuming, and when these new AI tools showed up, it was easy to go along with quantity over quality. The bottom line is: even with AI tools, you're going to have to put in the work for a social media presence that works for you and your audience.
3. Sharing personal stories, good and bad experiences or behind-the-scenes moments is very popular on social media, including on LinkedIn. It's about being human.
4. People, community, trust. Social media is built around people, not bots. Interacting with your community is one of the best ways to show your authenticity.
5. Is AI humankind's quest for perfection? All the more reason to emphasise authenticity and realise that "perfect" is an imperfect word. AI helps with efficiency and consistency - there's no doubt about that. In fact, it's a huge relief. But showing the human side of your brand or personality means being relatable and approachable. It's how trust is built.

Long story short, authenticity on social media is about being real. Relatable. Approachable. Consistent. Trustworthy.

Bringing AI and authenticity together: AI-thenticity

As I mentioned before, online content has started to look the same since ChatGPT and its competitors burst onto the scene.

The human factor, the personal touch - they matter. All the more so in a sea of AI-generated white noise. Authentic content stands out because it reflects the true personality and values of the person behind the screen.

But there's a middle ground you can walk in order to stay real in a digital world stuffed with algorithms and bots. The one of AI-thenticity. Here's how:

1. By all means use AI tools to handle monotonous, routine tasks. In fact, the general consensus is that people who don't use AI will be replaced by those who do. It's all about knowing how to work with AI tools so they're your assistants. Always make sure you know what kind of information you're inputting and go over the output very, very carefully. Hallucinations still occur, and AI tools are fantastic at making false information sound real, as shown in this example.
2. Be transparent about your use of AI. Depending on the context, let your audience know when content is AI-generated. It is said that with great power comes great responsibility. Tools like ChatGPT, Gemini, Claude, Midjourney etc. are mighty indeed.
3. Review and edit AI-generated content. For example, if a chatbot drafts a text, adjust it to reflect your own voice, perspective and strategy. It might sound like a contradiction. The AI tool is supposed to save time, not create more work, after all. But refining the output is the key to blending AI with authenticity. The alternative is to get a social media geek to do it for you...
4. AI can help manage interactions, but in the end, it's better if you have the last word. Take the time to respond personally to comments and messages. Show your followers that you value their input and are really interested in their perspectives. Nurture connections like you would your plants (if you have any).
5. Share personal stories and experiences that AI cannot replicate, and use AI to deal with the grunt work around formatting, organising your content and scheduling. Everyone has their own, unique story to tell. Focus on your storytelling. There's a reason why success stories and client testimonials are so popular and effective. It's the authenticity factor.

For now, I wish you happy AI-thentic content creation! I will be back with the next newsletter on Wednesday, 18th September 2024.

In the meantime, your comments can make the conversation unique, so let your thoughts speak!