You may have noticed by now that AI is everywhere: ads, social media, even plastered in restaurants and shops. But as AI grows, it begs the question, “When does AI do more harm than good?”
There has been a large push against AI-generated content as it becomes more prevalent in our day-to-day lives. For instance, Meta recently announced it’s launching new terms that allow crawlers to scrub your website and use that content to develop their advertising and AI products. In response, many businesses have been speaking out against these policies or considering if they should drop Facebook and Instagram altogether.
Unfortunately for Meta, these types of policies may negatively impact their business in the long run. According to a study by Bynder, 52% of consumers disengage from content that they suspect is AI-generated. Another study by The Pew Research Center found that half of U.S. adults say the increased use of AI in daily life makes them feel more concerned than excited.
Overall, consumers are becoming more wary of AI and more opposed to using it. That said, even if you haven’t developed a plan to distinguish your business from AI, it’s not too late to get started! By creating a strong strategy, you can stand out from AI “slop”, create a dedicated community, and continue to grow your business.
Establishing expertise & creating a dedicated community are just two ways that you can stand out from AI.
The Implications of AI in Marketing
Using AI to create your marketing plan may seem like a strategic choice. After all, less time working on marketing means more time focusing on your business, right? But unfortunately, it’s not that simple.
AI programs, such as ChatGPT or Claude, are designed to appease you by mimicking your tone, echoing opinions, and being overly agreeable. Additionally, because these bots pull information from many (often unverified) sources on the web, you cannot be sure the information you’re receiving is really best practice or not.
Using an AI platform to create a marketing strategy oftentimes leads to:
Generic content pulled from random sources on the internet.
A misinformed strategy that appeals to your feelings, not best practices.
Losing trust with your customers if they suspect you are using AI in your business.
...And so much more.
Steps to Building a Better Brand
In this AI-driven world, it may seem impossible to stand out from overly-designed posters, images that are too glossy, and writing that just feels a bit…off. But don’t fret! It’s never too late to pivot and create a marketing strategy that truly stands out from the rest.
At Muse Group, we have spent over 10 years developing the best ways to help brands grow. As technology changes, there are three important steps that you can take to keep up and differentiate yourself:
Create a strong brand identity: A strong brand is the foundation of a successful marketing strategy. It acts as a roadmap, giving you direction to make informed decisions. Some elements of a strong brand identity include your brand visuals, target audiences, voice, values, and more.
Establish your expertise: More than ever, people want to see your insights, lived experiences, and knowledge. This gives you the perfect opportunity to establish yourself as an expert, so your customers come to you before turning to AI or competitors.
Build a loyal community: AI has made it easier than ever to consume, scroll, and move on with your day. But by building a dedicated following, you can establish trust with your customers and have people who come to you each and every time. Reach your loyal customers through newsletters, members-only groups, workshops, and more to show up for them in a valuable way.
An example of a strong brand identity created for Main Street Play Cafe.
Using AI as a Tool
Of course, if you still enjoy using AI, not all hope is lost. Using AI as a tool, not a guidebook, can be a valuable way to support your marketing journey. Here is an example of just one way that you can utilize AI to support your strategy:
Bad Prompt: Write 5 social media captions.
Better Prompt: This was my top Instagram post in [month]. Give me 5 additional topics about [niche] that I can use for similar posts.
As you can see, the better prompt allows you to offload the mundane tasks without doing the work for you. Remember, a human touch is key to forming a real connection!
Get the Support You Need
In the end, AI is not inherently bad, but should be used with caution. If you can define a unique brand identity, capitalize on your expertise, and curate a dedicated audience, you are one step closer to succeeding in a world filled with AI saturation.
Of course, if you need help getting started, Muse Group is here to support you! Get in touch to learn how we can create a marketing strategy driven by consumer behavior, creativity, and industry insight.
