AI is quickly becoming a part of marketing workflows in 2024 and it’s here to stay. As marketers dive into this emerging technology, they need to approach AI tools thoughtfully, testing outputs, using AI to aid rather than replace creative work, and avoiding plagiarism.
Apply these best practices when using AI to unlock its full potential. If used cautiously, AI can be a great tool to enhance your marketing efforts and save time while maintaining a human touch. If used irresponsibly, you risk damaging your brand’s trust and credibility.
Maintain creative control
While AI tools can deliver paragraph upon paragraph with just a quick prompt, AI works best when given explicit instructions, so provide key details like tone, length, and main ideas. Think of it as more of a collaboration rather than full creative control. You’ll get better results.
Be upfront about using AI
While there aren’t any rules or laws about disclosing the use of AI when it comes to content generation yet (big emphasis on “yet”), ethically speaking, you should let readers know if any portion of a piece was AI-generated. Transparency establishes trust and credibility which are foundations of quality content marketing. Some industry leaders recommend identifying each AI element, but at minimum acknowledge its broad usage with a clear callout.
As AI technology grows and the use of AI becomes commonplace in various industries, new regulations are sure to arise. This is why it is best to be honest about AI usage now so you lower your risk of backlash (or worse) later on.
Prioritize fact-checking and editing
In most cases, AI will need significant editing to achieve polished, publication-ready content. Be prepared to rework paragraphs, fact-check, adjust your brand voice, or rewrite sections completely. Think of AI-generated content as a starting point that you build off of; a rough draft of talking points that you dive into in your own words and expertise.
Check for plagiarism
Using an AI content detector tool is a great way to check your work but it won’t necessarily look for instances of plagiarism. Luckily, plagiarism tools have been around for a long time, especially in academics. It is important to check for both but you should use different tools for each to ensure the most accurate results.
When used responsibly, AI can be a great tool to save time and streamline low-level tasks, allowing marketers to focus on more in-depth items. Since AI is a new technology, it is important to stay up to date on new advancements in the technology, as well as regulations that arise.