.jpg "Event Marketers: Don't Get High on AI")
Generative AI brings in new dynamics into the realm of
digital marketing, and this can impact event marketers. Read our earlier
article: ‘AI and the Event Marketer’. While AI is undoubtedly useful, there are some challenges about the
potential loss of control over event brand narrative and identity. Here are some ways
that generative AI can impact digital marketers and brand control:
·
Generative AI can produce a wide range of
content, from text to images and videos. While this may be good for scaling
content creation, it also means that marketers might have less direct control
over every piece of content that represents their brand. There's a risk that
some generated content might not align with the brand.
·
One of the biggest concerns is that the
uniqueness and authenticity of a brand's identity could be compromised. If
AI-generated content becomes the main representation of the brand, it might
reduce the human touch that the audience often value in their interactions with
brands.
·
Maintaining brand consistency and quality
becomes more challenging when using generative AI. Marketers might need to put
in extra effort in training AI models to understand and replicate the brand's narrative
accurately. Otherwise, there's a chance that the AI-generated content could
deviate from the established brand identity.
·
Generative AI might produce content that
unintentionally conveys messages or sentiments that are contrary to the brand's
values or goals. This could potentially lead to confusion among customers and
stakeholders.
·
Using AI to generate content raises ethical
questions about transparency and disclosure. If customers are interacting with
content that's generated by AI without their knowledge, it could erode trust in
the brand.
·
AI can adapt to real-time trends and user
preferences, which might lead to content that resonates better with the
audience. But, this could also mean that the brand's messaging is
constantly shifting, making it harder to maintain a clear and consistent brand narrative and identity over time.
To mitigate these challenges, digital marketers can take
several steps:
·
While AI can handle content creation, marketers
should retain strategic oversight and guide the AI in terms of the brand's narrative,
values, and goals.
· Continuously train AI models to better understand
the brand's unique narrative and identity, helping improve the accuracy of
AI-generated content.
·
Combine the strengths of AI-generated content
with human creativity. Human marketers can monitor, and add the human touch to
ensure that the content aligns with the brand's identity.
·
Be transparent with your audience about the use
of AI-generated content. This helps in maintaining trust and avoiding any
potential misunderstandings.
While generative AI does introduce challenges to brand control in event and digital marketing, it doesn't necessarily mean complete loss of control. AI is a tool that can help event and digital marketers. It requires a thoughtful approach that leverages the benefits of AI while ensuring that you have oversight and the event brand's core identity is maintained and communicated effectively.
Stay tuned to ShareYaarNow for more insights and tips on event marketing success.
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