Businesses in the contemporary digital landscape are increasingly showing preference for AI generated content over that created by a human. Why is this – and why should you opt for a human touch in your marketing?
AI tools such as ChatGPT are popular for a reason. They offer users the ability to produce large quantities of content quickly, at little to no monetary cost. The nature of the technology guarantees grammatical accuracy whilst automatically including keywords specifically identified to help grow your reach.
ChatGPT, whilst efficient, cannot guarantee factual accuracy. It is a data processing machine and language predictor, and with every prompt it scans within its existing internal database whilst simultaneously performing live web searches. It then presents this information to the user in the way it deems best to answer whatever question it has been asked. This can cause skews, inaccuracies and in some cases fabrication of ‘factual’ information.
If, for example, a student asked ChatGPT to write an essay for them, there is a high likelihood that the programme will falsify references. This is known as hallucinations, in which instead of providing accurate academic information, it will invent references and tailor them to suit what the user is asking for.
In addition to this, research evidences that customers fundamentally do not trust AI, and the use of it can negatively impact their perception of a brand.
You might have seen users on LinkedIn discussing in comment sections the idiosyncrasies that make AI content easy to spot. These can include:
🚀 such as this one
✅ and this one
🔥 definitely this one
💡 and also this one
These are just a few examples of dead giveaways of content churned out by ChatGPT. There are other signs, including a sterile tone of voice (like reading from a textbook), repetition of specific descriptive words and phrases, an over-reliance on subheadings and listing, and visuals which look a little too perfect.
ChatGPT offers speed, volume and reduced costs, but what can a human do marketing-wise that a machine can’t?
Ultimately, as a machine, AI struggles to produce content that people can resonate with on an emotional level. This makes it difficult for brands to fully connect with their customers. Research shows that consumers display a strong preference for human-generated marketing, and this type of marketing consistently outperforms AI-generated content when it comes to engagement and search rankings.
As much as ChatGPT tries, it cannot replicate the natural language patterns found in organic, human content – and this is a huge factor in what entices users to engage with your content.
Despite the efficiency and price-point offered by ChatGPT, it cannot deliver the human-generated content that audiences resonate and engage with. Human-generated marketing comes at a cost – and it is absolutely worth it The AI alternative drives lower engagement and success rates, and ultimately can damage the reputation and perception of your brand. Opting for marketing generated by a person results in content that flows better, is more relatable and is fact-checked for accuracy.
Here at Made in Scotland, we understand the importance of marketing that performs well, and we can offer the local, human touch that elevates your content.
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