To AI or not to AI?

That is the question. Well, maybe not the only question, or the BIG question, but certainly one that requires thoughtful consideration amidst the social media explosion of new possibilities.


In a world where anyone can now take Donald Trump's well-known visage and make it say anything (conveniently granting him plausible deniability for anything he might have been purported to say that, in hindsight, doesn’t make a lot of sense — "deep fake!") we’ve all been left grappling with the idea that we choose to believe what we see on our socials feed, or become deeply cynical about any new information at all.


Where does your average organisation's message and need for communication sit in this rapidly evolving landscape? In 2023, AI made a big splash, becoming readily accessible to consumers. We were thrilled about the heavy lifting ChatGPT could do for us, quickly followed by Bard and other innovations. However, frustration soon followed as we realised it couldn’t generate images for us — but that didn’t last long! In a remarkably short time, AI enhanced and then completely generated artwork and imagery arrived. We celebrated the likes of MidJourney and DALL-E.


Not to be left behind, Software as a Service (SaaS) products quickly incorporated conveniently accessed plugins, and the colourful world of creativity was instantly at our fingertips. We wielded our Canva templates like pros.


Come the beginning of 2024, my teenager walked out of his bedroom to show me newly created AI-generated video content — both animated and incredibly lifelike real-world versions. Even he was astounded. Viewing his phone screen, I saw two dogs with headphones on, radio mikes in place, interviewing one another on a picnic blanket in a park. It looked real. Not just a little bit real, but really real. So, the question begs to be asked: how do we use this new tool? There's an age-old adage in the creative services industry that we often use to guide decisions: "Just because you can, doesn’t mean you should."


The ability to make something flashier, to make us look twice and alleviate our creeping boredom with something we’ve seen too often, holds a strong allure to our cognitive powers seeking more stimulating challenges. The temptation is great. Humans are curious by nature, and our brains crave that next 'feel good' chemical hit of dopamine when we celebrate the little wins. But your AI manipulation efforts will yield the best results when you are working to a plan.


Let’s assume you have a marketing plan (or at least recognise its importance, even if it’s still in the mental drafting stage). You know it's crucial because it gives your brand a chance to grow, your messaging a better chance of being heard, and you aim to build a long-term relationship with your target audience — both those 'in' and 'out' of the market. You’re already aware of the importance of considered and informed decision making and you resist the temptation to run after a bright new shiny thing. So how do you leverage the new AI tools and successfully navigate the new multiverse without confusing your long term relationship strategies. 

Remember, nothing replaces original thought, and you are going to need to use it to get the best out of AI tools. 


Getting Creative with Imagery

  • DO: Ditch the Stock Photos
    Stock photos? Nah, we're past that. AI-generated art originals are where it's at! Turns out, they snag more engagement than those stale stock images. Take a moment to ponder what will strike a chord with your audience, then feed your AI some prompts to conjure up visuals that hit the bullseye.

  • DO: Personalise Your Pics
    Dive into the trends and preferences of your target crowd. Then, school your AI on what makes them tick. Whether it's their favourite hues or quirky tastes, AI can whip up customised artwork that speaks directly to their souls.


Improve Your Algorithm Attraction

Wish your designs could do a little dance and bring in more clicks? Enter AI wizardry. Just drop an image onto ChatGPT, toss in some prompts for DALL-E, and watch the magic unfold. Let AI tweak the pixels and crunch the numbers until your visuals are optimised to the max!


Scribe Like The Bard

  • DO: Write with a Genuine Voice
    Feeling stuck on the write-up? Dive deep into your brand ethos, then jot down the essence of your message. Feed those points to AI, and let it weave its magic. From blog posts to product descriptions, AI knows how to spin a tale that grabs attention and never lets go.

  • DO: Stay Away from Generic Material
    Want your audience to feel like VIPs? Let AI work its charm. Just give it a clear brief and spill the beans on your target audience. AI will whip up personalised messages that hit them right in the feels.


SEO Like a Boss

  • DON’T: Skip the SEO Optimisation
    SEO is the name of the game, and ain't nobody got time to crack that code manually. Let AI-powered tools sprinkle in the right keywords, polish up readability, and boost your SEO mojo.


Direct Video Content Like Spielberg

  • DO: Apply Your Brand Values to Content Creation
    Lights, camera, AI! But hold your horses before adding all those fancy effects. Take a moment to import your branding and stick to your original content. Let AI know the vibe, and it'll churn out video content that screams your brand's authenticity.

  • DO: Slow the Process Down
    Rome wasn't built in a day, and neither is great video content. Take a breather and think about your goals. Test the waters with a small audience, and if things aren't hitting the mark, it's back to the drawing board. It may take a few tries, but the payoff is worth it. Partner with the data

  • DO: Engage with Your Video Analytics
    Numbers are your best friends. Dive deep into your video performance with AI-powered analytics. Learn, tweak, and repeat. Every data point is a nugget of wisdom to refine your marketing game.


Incorporating AI into your marketing is like adding rocket fuel to your strategy. But remember, it’s not just about the tech. Balance automation with human creativity and integrity to craft marketing magic that truly resonates. So go ahead, embrace AI thoughtfully, and watch your brand connect in ways you never previously imagined.


Footnote: Acknowledgment and apologies to Shakespeare for the shameless, plagiarised ripoff of his highly respected Hamlet quote (Act 3, Scene 1).

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