Marketing and the Dangers of AI

Marketing is as much an art as it is a science. There are steps we must take to create a perfect system in the marketing world. However, when we use AI, the system can go haywire. In fact, AI can pose dangers within the marketing world, including a lack of trust, ethical issues, and business problems. 

Marketing is Based on Authenticity and Trust

One reason consumers return to a business is its authenticity.

What builds authenticity within a brand? It is a human connection. In fact, the main thing you are taught in marketing is to develop and maintain relationships. The use of AI removes the authentic human connection. When you see ads created by humans, they feel more genuine and foster a sense of trust with the brand. However, when AI is used, seeing an ad can feel fake and uncanny. 

The creativity the human mind holds is extraordinary. But AI tends to produce generic and uncreative material. In fact, you have to go into insane detail to achieve the right image. Not only is it uncreative, but it is also repetitive. Basic and generic content will rarely receive a second look from consumers. 

Trusting AI

When using AI, a brand’s morals can be compromised, especially if they claim to preach authenticity and employee-centricity. When a brand preaches those values but partners with an AI company, it appears less honest and loses consumer support. 

For example, the popular language app Duolingo was known for its authenticity across its social media and app platforms. Recently, the company decided to prioritize AI. Their consumers’ response? Not only were they unhappy, but they also boycotted and deleted the app from their phones because they believe AI will degrade language quality, produce inaccurate content, and provide an uncanny, less human connection. 

Ethical Dangers

With AI on the rise, so too is the risk of job loss. Although not every job will be replaced by AI, many are at risk. For example, administrative roles are particularly vulnerable because AI can process data more quickly and efficiently than humans; the same applies to data processing jobs. Additionally, some manufacturing and production roles, such as assembly line workers and material handlers, are at risk. 

People constantly worry about their privacy and the security of their data. With the use of AI, these concerns increase. Hackers can extract personal data more easily if AI is used. A weak API can make it easier for hackers to access private information than a strong one. 

Brand Dilution

There are dangers on the business side as well. One factor is brand dilution. When brands utilize AI, they often converge at some point, making it harder for them to appear genuine and unique. Another problem can be copyright issues. AI draws on others’ work, which can, in turn, lead to legal problems, especially since AI often fails to provide credit or indicate the source of its information. Lastly, when brands use AI, they will prioritize quantity over quality. When brands do this, the quality of their ads and products declines significantly, leading customers to lose interest in continuing to work with them. 

Corbec Media offers a free marketing guide and consultation.