AI’s Effects on Social Media
Artificial Intelligence has revolutionized how content is created, shared, and consumed on social media. Social media managers no longer need to spend hours conducting market and competitor research, creating social media calendars, designing posts, scheduling them, and generating reports. Beyond content creation, AI also has an impact on how we consume content. Ever search something on Google and all of a sudden, you start seeing it all across your social media feed? This is because almost all social media platforms use AI algorithm tools to tailor our social media feeds to match our individual preferences. There is no doubt that AI tools improve efficiency and provide a more personalized social media browsing experience on social media, but at what cost?
AI and Brand Authenticity
Brand authenticity is built on trust, genuineness, and reliability. Consumers are looking for brands that hold the same values and core beliefs as them. Studies have shown that consumers care a great deal about brand authenticity when making a purchasing decision. Brand authenticity is important because it builds trust and loyalty among customers. It also helps build long term consumer-brand relationships which is crucial for customer retention.
If a brand acts against their professed values, it will have a significant impact on the brand’s image and reputation. Consumers will have a hard time trusting the brand again and may stop purchasing from them altogether.
In order for a brand to keep true to their authentic self, they must be consistent with their core brand values; not only through the content that they create, but also how they interact with their audience and react to world news and events.
The over reliance of AI, especially when it comes to customer interactions, can lead to a brand feeling inauthentic. It can be frustrating dealing with a complex issue and wanting to speak directly with a human for assistance, only to be met with automated responses for a chatbox or AI system. Sometimes customers just want to feel heard and the lack of empathy in AI driven communications does not provide this.
Does AI lead to more false information?
AI uses a mixture of existing media on the internet when generating content. Although this makes the research process more efficient for users, it also runs the risk of generating inaccurate or misleading information. AI tools do not have the ability to fact check information or ensure it’s pulled from a credible source. Additionally, generative AI allows users to create compellingly real looking content, images, and even videos; which makes it difficult to differentiate between fact and fiction.
Maintaining Authenticity in the AI Era
In order to maintain authenticity with the rise of AI, brands need to recognize the limitations of AI and make a conscious effort to preserve human emotions and personal experiences. It’s also important that they keep their values, ethics, and own creativity in mind when relying on AI, especially in areas like content creation, journalism, and customer interaction. The key is balancing AI with human touch and creativity. Integrating AI into creative processes and decision making should be done in a way that complements the human element rather than replacing it with AI.
Partner with GlobeSign
At GlobeSign, we are proud to be a digital marketing agency that not only keeps up with technological advancements but does so without losing sight of the human element that makes marketing resonate and succeed.
Our team of creative professionals leverages AI to create marketing campaigns that resonate on a personal level with audiences. We focus on storytelling, emotional engagement, and brand authenticity — elements that AI can support but not replace.
Author: Naashia Razakazee