At this point, “AI” seems like a buzzword. However, the fact of the matter is it’s here — and growing. In fact, it’s growing so quickly that the biggest names in technology, from Mark Zuckerberg to Elon Musk, think it needs to be regulated; both recently took part in a Senate hearing on artificial intelligence. Additionally, on October 31, President Joe Biden issued the first artificial intelligence executive order to address risks and issue governmental guidance. eMarketer predicts that more than half of all Americans aged 12 to 44 will use generative AI by 2025. Regardless, AI as a concept is not a novelty. If you’ve ever said, “Hey, Siri,” clicked on an ad from a website you’ve previously visited, or needed GPS to go somewhere, AI has been in your life.
It’s starting to become more popular to use AI tools in the social media space. Take Chat Generative Pre-Trained Transformer, more commonly known as ChatGPT. This app, which uses a chatbot to create human-like conversational dialogue, can be used to do everything from write captions, repurpose content, and even devise social media image ideas. In a recent Gartner survey, 45% of executives said the popularity of ChatGPT has led them to increase investments in it.
AI forces brands to redefine authenticity, toeing the line between efficiency and authenticity on social media. AI-powered tools sound clever, and they are. However, it’s important to keep in mind that as a B2B marketer, you’re not selling to robots; you’re selling to humans. And until humans become robots (full disclosure: I am not advocating for this), your social media posts still need to be crafted with human emotion in mind. ChatGPT and other AI tools have the potential to noticeably stand out as being AI-generated, but it’s getting harder to spot the differences between genuine human-crafted posts and those manipulated by AI in some way. For example, in April of this year, an image of Pope Francis wearing a white puffy jacket and a long chain adorned with crosses went viral on the internet. Ultimately, the “Balenciaga Bishop” image was deemed to be AI-generated once the experts weighed in.
Using AI strategically with parameters in place and not to mislead people is essential. Social Media Examiner recently published a LinkedIn post that shared six ways social media marketers should be using AI, including the following:
Generation: Create content with tools like ChatGPT, Picsart and AI Writer.
Extraction: Extract data from existing content.
Summarization: Save time with summarization tools like Otter.
Rewriting: Rewrite to match different tones and target audiences.
Classification: Categorize social posts based on things like sentiment and purpose.
Question-Answering: Get concise and accurate answers.
AI has the potential to be about quantity over quality. Here at TriComB2B, we thrive on producing original, quality and differentiated content that stands out and markets to human emotions.