People ask whether AI-generated content will put an end to the need for human marketers. At Revel (a division of Infogain), we believe that the whole is greater than the sum of its parts, and that AI and humans are better — together.
AI can speed up the delivery of copy, creation of images, and generation of metadata. It can also personalize communications far more efficiently than humans. AI can even write like a human—until it can’t. Audiences will always consist of humans who bring their (often considerable) baggage to any message you send, so brands need to ensure that their messages take those preconceptions into account. Understanding those nuances requires strategy, compassion, and empathy — that’s why humans are needed.
We’ve developed the following guidelines to help you navigate the move to AI-generated content and optimize the human/machine connection:
Start with a Point of View.
It’s important that you draft a point of view that articulates how your brand will use AI to generate content. Consider the 5 Ws (who, what, when, where, and why) and circulate your perspective to senior leadership (and legal) for review.
Evolve your POV into governance.
Write governance that reflects your POV, proactively defining guidelines rather than addressing exceptions. Be sure to cover all types of communications that your brand creates, including press releases, executive bios, video, metadata, and other relevant content. Then, recruit other leaders in the company to assist you in evangelizing (and enforcing) the governance.
Evolve governance into inputs.
Your brand guidelines, voice and tone documentation, value propositions, and other brand tools give employees a single source of truth as they create company communications — so use them to train your AI-enabled solutions. If these tools aren’t current (or aren’t well-documented), then it’s time for refresh — ensuring that both your human and AI-created content is cohesive and on-brand.
Check output against prompts.
Review the communications that your brand generates adhere to the inputs you used to train the model. Are they off-base? Continue to optimize and refine the prompts, training your AI solution to learn your brand, voice, and audience. Remember to document all updates for internal transparency and cohesion.
AI-enabled tools are great co-pilots for anyone with a message to share and a platform to share it on. They can jump start ideas and speed up work streams, but using them in the wrong places — or without human oversight — can have unintended consequences.
If you’re interested in learning more about AI, or have questions about how to prepare your company for optimizing the human/machine connection, drop us a line.