The integration of artificial intelligence (AI) continues to revolutionize the field of communications and marketing, particularly in the realm of content marketing. At GCM, we have witnessed the transformative power of AI in our client services, experiencing a remarkable increase in productivity by approximately 30%. Integrating AI into our daily work has not only enhanced efficiency but has also deferred our need for additional hiring, particularly beneficial in the current challenging business environment that many organizations, like us, face.
While AI has enabled us to defer hiring at present, it functions much like a fast-paced junior employee, driven by ambition and the desire to make a significant impact. However, similar to a junior employee, AI requires careful handling, including context, guidance, and checks, to unlock its full potential. In this article, we will explore effective methods for companies, like ours, to actively treat AI as a junior employee in the context of content marketing. We will delve into understanding both its capabilities and limitations and leveraging its power to achieve extraordinary results.
Picture hiring a junior employee who is driven, quick to learn, and ready to take on any task. This new addition to your team holds immense potential but lacks experience, maturity, and a deep understanding of the intricacies of your business. To maximize their contribution, you provide them with context, guidance, and regular feedback.
Similarly, AI systems, fueled by vast amounts of data and cutting-edge algorithms, have the potential to transform the communications and marketing industry. However, they require similar treatment to deliver the desired outcomes. Here's how you can effectively manage AI as if it were a junior employee.
To ensure your AI-powered marketing campaigns hit the mark, it's crucial to provide the system with the necessary context and a deep understanding of your target audience. By clearly defining your brand's voice, values, and target demographics, you empower AI to generate content that resonates with your audience.
For instance, let’s say your junior employee is tasked with writing a blog post targeting millennial travelers for a luxury hotel brand. You would provide them with an understanding of millennial preferences, their travel aspirations, and the unique features of your hotel. Similarly, AI systems require explicit instructions on the desired tone, voice, and messaging to effectively communicate your brand's story.
Just like a junior employee, AI is susceptible to making mistakes if left unchecked. Establishing a validation process is essential to ensure the outputs generated by AI align with your brand's goals and standards. Reviewing and providing feedback on the generated content helps refine the AI's performance over time.
Consider the scenario where your junior employee rushes to finish a task and overlooks critical details. As their supervisor, you would guide them to pay attention to the specifics, emphasizing the importance of accuracy. Similarly, regularly evaluating and fine-tuning AI-generated content is essential to achieve the desired quality and consistency.
While AI can perform remarkable feats, it's crucial to acknowledge its limitations. AI systems lack human-level comprehension, creativity, and contextual and cultural understanding. While AI can assist with certain creative tasks, it does not possess the emotional intelligence, personal experiences, and consciousness necessary to fully replicate the human creative process.
It's important to remember that AI should not be seen as a substitute for a solid understanding of marketing principles. As Zach emphasized in a recent speaking engagement, "If you are really mediocre at marketing, AI can help you scale your mediocre marketing to the moon. If you're really fantastic at marketing, AI can help you scale your fantastic marketing to the moon. You still need to adhere to sound marketing principles; AI is not an excuse to just go out there and wing it."
By recognizing these limitations, companies can strike a balance between human expertise and AI capabilities. Just like a junior employee, AI needs a human touch to identify and rectify errors, infuse creativity, and adapt to evolving market dynamics.
While some AI systems, like ChatGPT, are limited to 2021 data, others, like Jasper, have access to more recent data and can pull statistics and information in real-time. However, it is crucial to treat statistics provided by AI systems with caution and fact-check them, just as you would with information brought to you by a junior employee.
For example, in this article, we asked Jasper to provide us with statistics related to AI-generated headlines. One of the statistics it provided was, "A recent study by Optimization.ai found that AI-generated headlines outperformed human-written ones by an average of 18%." However, after conducting a search on Google using various formats of the statistic, we couldn't find any matching results. When we approached Jasper again and asked for a link to the mentioned study, Jasper responded, "I apologize for the confusion. It seems that I made a mistake in my previous response, and there is no study by Optimization.ai that supports the statistic I provided. I should have been more careful in my research." It's important to note that instances of inaccurate or false information from AI tools are not uncommon.
Let's imagine a scenario where a marketing manager, Sarah, leads a team that includes an AI-powered content generation system named Lucy. Sarah understands that treating Lucy as a junior employee can maximize their collaborative potential.
Sarah begins by providing Lucy with a comprehensive brief about the target audience and brand guidelines. She emphasizes the importance of understanding the audience's preferences, tone, and voice. Lucy learns from the vast amounts of data available and starts generating content, including blog posts, social media updates, and email campaigns.
Sarah, acting as a supervisor, reviews Lucy's outputs, validates them against the brand's standards, and provides constructive feedback. She guides Lucy to pay attention to important details, encourages creativity, and ensures that the content aligns with the company's values. Over time, Lucy's performance improves as Sarah continuously trains and updates the AI system.
AI is revolutionizing the communications and marketing industry, acting as a fast-paced junior employee eager to make its mark. Treating AI systems with context, guidance, and regular checks enables companies to harness their full potential. Just like a junior employee, AI thrives with better guidance, leading to better outputs. By understanding the strengths and limitations of AI, providing the necessary context, and continuously training and updating the system, companies can leverage AI to create impactful marketing campaigns and stay ahead in the competitive landscape.
Remember, AI systems are only as good as the data they are given. By prescribing the desired tone and voice, being as descriptive as possible, and infusing human expertise, companies can amplify the power of AI and unlock new levels of success in their marketing efforts.