Back in February, when I first set out on my independent journey after leaving my role as General Manager at Arby’s, I hadn’t fully committed to resurrecting Stigma Marketing & Development. But one thing was clear: I needed to get ahead of the artificial intelligence (AI) curve. The existing and potential impact of AI is impossible to ignore. And so, I dove in.
The moment the Marketing Destigmatized blog launched, I knew AI would have to be a topic to explore. From my initial encounters with ChatGPT two years ago while in the MBA program at the University of Montana—using it in its early days to help develop suicide prevention material—to now, AI has shifted from a curios tool to a reality central to business. Since then, I’ve prioritized obtaining certifications and coaching clients on using AI in ways that enhance authenticity and efficiency in business and marketing. This technology has shaped the present and will continue to mold the future, whether we’re fully prepared or not.
AI in Marketing: The Good, The Great, and The Unknown
Artificial intelligence has quickly gone from a hypothetical “what if” to an undeniable “what now.” The speed of its advancement has been nothing short of extraordinary. Here’s what we know so far:
- AI is here to stay. It has embedded itself across industries, redefining efficiency, reach, and personalization.
- Tech advancements are on fast-forward. AI amplifies every sector it touches, especially data-driven fields like research and technology.
- Pandora’s Box is open. AI’s evolution is uncontainable, and its impact is only beginning to unfold.
Marketing, in particular, has felt the ripple effects of AI’s integration. It has completely shaken up SEO (and I’m grateful for it). It’s pushing new opportunities for connection and automation while introducing challenges for brands seeking to maintain authenticity and human elements.
The AI Revolution in Content Creation
One of the most profound shifts AI has brought to marketing is in content production. AI has unleashed the potential for rapid, scalable content creation. According to a 2023 report from Forbes, “AI-generated content is projected to account for over 25% of online material by 2026.” While this opens up more touchpoints with audiences, it has also led to a notable trade-off between quality and quantity.
This flood of content is a double-edged sword. On the one hand, businesses can produce far more content than ever, enabling constant engagement with their audience. On the other, audiences—and search engines—are getting better at spotting AI-generated material. Google, for example, now prioritizes high-quality, authentic sources over sheer volume.
Tip: Use AI for Ideas and Structure, Keep Authenticity
It’s tempting to rely on AI for drafting content, but be wary. AI is a powerful brainstorming tool, but authentic voices stand out. Aim to make AI a source of inspiration, not a substitute for human insight. AI can offer a structure, but human editing and personality give it life.
“The rise of AI tools presents an enormous opportunity to scale content, but it’s authenticity that resonates with audiences and earns their trust.” — Rand Fishkin, CEO of SparkToro
SEO in the Age of AI: Quality and Consistency Matter More
As AI floods the internet with new content, search engines are evolving too. Where once keywords and SEO tricks reigned supreme, search algorithms now reward reputable and consistent sources. In this new landscape, authenticity is critical.
Search engines are increasingly adept at filtering content, meaning successful SEO now relies on not just relevance, but also quality and credibility. Deep, personal, authentic content is valued by the algorithms more than ever because of AI. AI can analyze trends and suggest relevant topics, but businesses need to ensure their content truly reflects their brand values and provides real value to readers. Also, AI can detect AI, so make sure you’re putting your actual work into it.
Personalized Marketing and the Long Tail Effect
The wealth of data AI can analyze has allowed marketers to reach niche audiences with highly specific needs. The “long tail” concept—targeting smaller, specialized markets instead of the masses—is now mainstream, and AI is driving this trend by offering insights into smaller, often overlooked segments. With AI-driven data analysis, brands can create messages tailored to unique audiences, making it possible for businesses of all sizes to compete in smaller markets.
However, the brands that achieve the most success blend AI-driven insights with an understanding of human nuances and needs. As personalized marketing grows, it’s crucial for companies to stay grounded in genuine connection, rather than seeing their audience as merely data points.
Automated Interactions: Strengthening Customer Connections
AI automation has allowed businesses to create more touchpoints with customers—from automated email campaigns to customer service chatbots. Grand View Research estimates that AI-driven customer service automation will reach $40 billion by 2025, a testament to its popularity and growing impact.
Automation can help increase efficiency, but it’s vital not to over-rely on it. Real customer relationships are built through genuine interactions, so while automation should serve as a bridge, it shouldn’t replace authentic communication.
“Automation should empower connection, not replace it. The human element is irreplaceable.” — Brian Halligan, Co-Founder of HubSpot
AI in Daily Life: Transforming How We Live and Communicate
Beyond business, AI is reshaping daily life in ways that touch everything from our social media feeds to phone calls and even personal communications. According to a Pew Research Center report, 38% of Americans believe that AI has significantly impacted their communication and relationships. Whether through autocorrect suggestions, algorithmic recommendations on streaming platforms, or AI-generated video content, we’re living in an AI-mediated world. Our issues with personal communication can be elevated if we’re not careful and use AI to hide behind.
Social media platforms like Instagram and TikTok use AI to personalize content, making it easy to feel “seen” but also easy to fall into echo chambers. Third-party vendors, meanwhile, use AI to streamline our shopping, our emails, and even our images and videos, with programs that auto-edit or enhance visuals. AI is everywhere already.
“Technology is best when it brings people together.” — Matt Mullenweg, Co-founder of WordPress
AI Pitfalls to Avoid: Keeping Your Brand Human and Real
AI offers powerful advantages, but leaning too heavily on it—or using it carelessly—can come at a high cost. When we lose the human element, we lose the trust and authenticity that make our brands valuable. Here are some pitfalls to watch out for, so that you can keep your brand grounded while leveraging AI effectively:
- Letting AI Do All the Work: AI can generate a lot of content fast, but relying on it to write everything will dilute your unique voice. AI may churn out coherent text, but it can lack the depth, personality, cultural context, or authenticity that only human touch can bring. Use AI as a helper, not the sole creator. Make sure every piece of content gets your finishing touch to maintain genuine human connection.
- Skipping Edits and Assuming AI is Always Accurate: AI models often “fill in the blanks” when they’re uncertain, sometimes creating inaccuracies or making guesses that may not reflect your intentions. To be fair, we humans suck at communicating clearly sometimes. If you don’t carefully review and edit, you may unintentionally publish misleading or off-brand content. One time I used to help with a contract and it threw in a legal drafting service that I have no way of doing. AI’s role should be to provide structure or inspiration, but your final edits should make sure every word aligns with you.
- Not Being Transparent About AI Usage: People appreciate honesty about your processes. Most consumers are becoming familiar with AI and, more importantly, are becoming better at identifying it. If you’re using AI to enhance your work, own it. Transparency helps build trust, while pretending every piece is 100% human-generated may backfire if people sense otherwise. Admitting that you use AI when appropriate can foster openness and show clients you’re staying informed on the latest tools.
- Failing to Reinvest Saved Time: AI can streamline many repetitive tasks, but if the time it saves isn’t reinvested into improving your work or connecting with clients, you’re missing an opportunity. Use the freed-up hours to strategize, deepen your client relationships, or innovate in other areas. Remember, the goal of AI is to empower, not replace, your human creativity and connection with others.
- Paying for Too Many Third-Party AI Services: With AI becoming mainstream, the market is flooded with various third-party tools. Some of them may sound like they’ll transform your business, but piling on expensive subscriptions without clear ROI can lead to wasted resources. Stick to tools that directly support your core needs, and don’t be afraid to start with free or trial versions until you’re certain they’ll deliver value. Less is more.
- Assuming AI Will Handle All the Details: AI may assist in generating social media captions, brainstorming content, or drafting web text, but it won’t handle every detail for you. In marketing, context and customization are key—nuanced work that AI can’t always master. Use AI to handle the groundwork, but be prepared to do the detailed work that only you can bring. Fine-tuning visuals, adding unique copy for brand alignment, or responding genuinely to customer inquiries are tasks where human touch matters.
As tempting as it may be to automate as much as possible, remember that AI is a tool to complement, not replace, the human aspect of your brand. By keeping your unique voice and values at the forefront, and using AI responsibly, you can create content that resonates on a deeper level with your audience. In the end, it’s the balance between efficiency and authenticity that will set your brand apart in an increasingly AI-driven world.
Practical Tips: Leveraging AI to Save Time and Spark Ideas
While AI can seem overwhelming and unauthentic, it’s helpful to remember that it’s a tool we use, just like everything else. The same temptation of being inauthentic already existed before AI. AI is a tool that can be shaped to our intentions. You can use it to create authentic personal work or you can use it to crank out crap that isn’t you at all. I prefer the latter. Here are some practical ways to use AI for maximum benefit:
- Use AI for Idea Generation, Not Final Drafts
- AI can provide a great starting point for content creation, giving outlines or topic suggestions, but avoid using it for polished content. Take the time to refine AI-generated ideas into your unique brand voice.
- Streamline Tasks and Free Up Creative Energy
- AI excels at repetitive tasks. Use it for things like scheduling posts, summarizing data, or crafting basic outlines. This frees up time for high-impact, creative work that truly connects with your audience.
- Experiment with AI Tools for Personalization
- Use AI-powered tools to personalize customer experiences based on past interactions and preferences. However, make sure there’s a human oversight element to avoid missing the subtleties AI can overlook.
- Incorporate AI Analytics to Shape Your Strategy
- AI analytics can provide insights on customer behavior, which can guide decisions on product launches, marketing strategies, and audience targeting. This allows you to make data-informed decisions that align with your audience’s needs.
- Stay Updated on AI Ethics and Privacy
- As AI becomes a larger part of business, it’s crucial to stay aware of ethical concerns and data privacy. Prioritize transparency and be cautious about the kinds of data you allow AI to collect and process. This is a new topic for all of us so don’t feel bad about needing to learn some new things here.
Avoiding the Trap of AI Dependency
It’s tempting to let AI take over all content creation, operations, customer interactions, and even decision-making. But there’s a danger in over-relying on it – it diminishes your person and skills. Skills like writing, personal communication, negotiations, interviews, critical thinking, and problem-solving are irreplaceable human skills, especially as the world becomes more digital. Do you really want to lose your edge as a human?
The most successful brands will be those that manage to stand out by embracing AI while still preserving the human touch. Writing, communication, and original ideas remain critical, and in a world that’s increasingly AI-driven, these will be the markers of authenticity, or at least in part.
“AI can aid creativity, but it cannot substitute for the human spirit that drives original ideas.” — Sheryl Sandberg, Former COO of Facebook
The Future of AI in Marketing: A Call to Stay Human
AI holds enormous potential to help businesses scale their reach, streamline processes, and drive creativity. But while AI offers incredible capabilities, it’s vital that brands stay human-focused. The future will likely see even more sophisticated AI technologies capable of simulating human behavior in marketing. Still, the qualities that make a brand memorable—creativity, empathy, connection—are uniquely human.
As I reflect on the journey of Stigma Marketing & Development, I’m reminded that we must ensure AI empowers us without overshadowing what makes us human. AI is here – don’t avoid it. We should be using AI as a tool to enhance our lives, not as a substitute for meaningful engagement and relationships. Embrace AI, learn it well, and let it amplify your vision—but hold onto the heart that makes your brand truly resonate.
Use AI – Don’t Let It Replace You
In this rapidly changing world, the call for authenticity and connection is louder than ever. People are looking for brands that resonate, not just companies that produce. While AI is a remarkable advancement, a lasting impact will be made by those who use it thoughtfully and keep the focus on real human connection.
“AI is the wave of the future, but it’s the brands that stay true to their humanity that will define it.”
Let AI empower your journey, but always remember: the greatest asset you bring to your business is the unique, irreplaceable perspective and skills only you can offer. Make AI your tool and don’t be its tool.