Creative marketing teams integrating AI into their content production process face a number of unique challenges, particularly regarding audience and customer perception. Against the background of the widespread adoption of GenAI, authenticity and human connection are emerging as core values ​​with a large percentage of the public. As a result, how brands use AI can significantly affect their reputation.

Media brands have always been at the forefront of creative innovation. Artificial intelligence offers a set of exciting new tools, promising to simplify workflow, unlock new forms of expression and personalize content at scale. But there is a fine line between use AI to boost creativity and relying on it in ways that may seem inauthentic or impersonal to their target audience.

The recent backlash from fans of the BBC sci-fi TV series Doctor Who against some promotional emails written by GenAI illustrates the potential risk for brands whose creative teams use the technology to produce their content. In the case of Doctor Who, it was a relatively minor use – just a bit of AI-generated text to promote the show's next season.

Fans of the series, which ranks as the single most successful sci-fi TV series of all time (based on broadcast ratings, DVD and book sales), reacted so strongly that the BBC immediately pulled the campaign and promised not to would never use AI to create promotional content for Doctor Who again.

Controversy among Doctor Who fans AI generated text is in line with recent surveys showing that worldwide public trust in AI has fallen from 61% to 53% since 2019, according to a survey of 32,000 people worldwide by PR consulting firm Edelman.

In the US, levels of trust in AI are even lower, with only 35% percent of people now saying they trust the technology, compared to 50% who said they did five years ago. The downward trend in trust has continued through the so-called “AI revolution” that began with Release of ChatGPT by OpenAI in 2022. This negative public perception recently led technology market research firm Gartner to predict that, by 2027, “20% of brands will lean toward positioning and differentiation based on their messaging.” ABSENCE of AI in their businesses and products.”

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You can't stop progress

Let's face it though. If the history of technology is any guide, GenAI's promise to increase productivity and even enhance creativity keeps it going widespread adoption between marketing teams is practically inevitable.

As with any powerful new technology, GenAI brings risks that must be carefully considered and managed. For marketers and their creative teams, the importance of real human personality is paramount, so the potential impacts of GenAI on brand perception remain a primary concern.

It takes a thoughtful approach to understand audience and customer concerns about AI-generated content that revolves around a few key issues – authenticity AND originality. Does the content truly reflect the human experience, or is it a cold, algorithmic result? Does it retain the uniqueness and original voice that audiences value in creative work?

To address these critical concerns, I recommend six key pillars that inform how marketers integrate GenAI in their operations, leading our work in Presspool.ai. We work with talented creative marketing teams from various industry verticals and have observed firsthand how they are adopting GenAI with varying degrees of confidence and success. Regardless of the size or nature of the business, the same six principles apply.

1. Be transparent about the use of AI

Transparency is crucial. Communicate with your audience how and why AI is used in content creation. This openness can help alleviate fears of inauthenticity, as it demonstrates a commitment to honesty and integrity in the creative process.

2. Use AI as a tool, not a replacement

Emphasize the role of AI as a tool that augments rather than replaces human creativity. Highlighting stories of human-AI collaboration in creating compelling content assures audiences that the heart and soul behind the work remains fundamentally human.

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3. Encouraging open dialogue

Engage with your audience to understand their views on AI in content creation. This can be done through surveys, social media engagement or public forums. An open dialogue helps directly address concerns and adapt your AI strategy based on audience feedback.

4. Prioritize the ethical use of AI

Make sure AI technologies stick to it ethical standards, especially regarding copyright. Using AI ethically reinforces your brand's commitment to maintaining creative integrity.

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5. Educate your audience

Many negative perceptions of AI stem from misconceptions about the technology. Educational initiatives that demystify AI and explain its role in enhancing creativity can shift audience perceptions from skepticism to curiosity and acceptance.

6. Emphasize the benefits

Focus on the benefits of AI-assisted content, such as augmentation personalization, accessibility and exploring new creative frontiers. Demonstrating the value AI adds to the audience experience can help win over skeptics.

Integrating AI into content production is a delicate balancing act for marketing teams. While the potential for innovation is great, so is the need for sensitivity to audience perceptions. Media brands can navigate the potential Traps approaching the integration of AI with transparency, ethical consideration and a commitment to true human creativity.

Ultimately, the goal is to use AI not just as a tool for efficiency, but as a catalyst for exploring new dimensions of creativity, with human imagination and emotion at its core.