When it comes to using artificial intelligence for marketing, everyone seems to be on the fence, including marketers, brands, and consumers. For instance, in a 2024 survey, only 46% of consumers expressed that they were comfortable with brands utilizing AI. In 2023, that figure was at 57%.
What changed? Artificial intelligence tools are becoming more powerful, but AI-generated content is something consumers have gotten quite good at spotting. Producing more content faster with the help of AI is not going to automatically translate to better results. The content needs to feel authentic and human.
People still want to hear from people. They want expertise, perspective, storytelling, and authenticity. Those qualities can’t be fully automated. That’s your opportunity to maintain your edge.
Keeping human-led content as a central part of your marketing strategy is how you stand out. Here’s a look at the future of AI in marketing so you can use it accordingly.
AI Is a Powerful Marketing Tool, Not a Replacement for Expertise
There’s no question that artificial intelligence can make your team more productive. Marketing teams are using AI to:
- Conduct research faster
- Draft outlines and initial versions of content
- Analyze customer behavior
- Personalize campaigns at scale
- Identify SEO opportunities
- Repurpose existing content
If you are working with a lean marketing team, AI can tackle repetitive tasks so your employees can spend more time on strategy and planning. But efficiency alone does not create compelling marketing.
When businesses simply prompt an AI platform to write a blog post or generate content, the result can be generic and repetitive. Even if you give the AI platform a detailed outline to follow, the output is rarely publish-ready. Your marketing team should review the content and polish it to make sure your brand voice shows through.
Why Human Voices Still Win
The internet is flooded with low-quality AI-generated content. That didn’t take long. Human content stands out by delivering original opinions and industry nuance. Storytelling is an invaluable skill, one that AI is a long way from mastering.
Sure, AI can summarize information. But it can’t replicate lived experiences or genuine insights. Trust is everything, especially for healthcare, technology, and professional service organizations. Readers want to hear from experts. They don’t want to see generic content that is “attributed” to a healthcare professional.
The SEO Risk of Over-Automation
There’s also a growing SEO concern around mass-produced AI content. Search engines continue evolving to prioritize content that demonstrates experience, expertise, authority, and trustworthiness. Thin AI-generated pages may struggle to perform against their competitors.
Search algorithms are getting better at identifying low-value content. Businesses that flood their websites with generic AI-written articles risk lower engagement rates and a fall in the rankings. You can’t afford either in today’s competitive marketing environment.
AI Should Enhance Your Strategy, Not Replace It
Artificial intelligence isn’t a magic solution or fix-all. If your marketing strategy is sound, AI can help you make the most of it. If it’s not, adding AI to the mix means you’ll just be producing subpar content faster.
Strong brands will continue investing in:
- Thought leadership
- Subject matter expertise
- Brand storytelling
- Authentic communication
Artificial intelligence is a sophisticated enabler that helps you produce a higher volume of content. However, your brand needs a point of view and unique messaging to differentiate itself. When you let your marketing team deliver the insights and use AI to pump up production speed, you’ll make the deepest impact.
The companies that succeed with AI marketing won’t be the ones publishing the most content. They’ll be the ones using technology to build on valuable ideas.
Maintain Your Edge With Brivio Insights
Anyone can generate content quickly with artificial intelligence. Fewer organizations can create content that feels credible and distinctly human. That’s your opportunity to stand out as the marketing world becomes inundated with AI content.
Brivio Health Insights is your resource for valuable information and news in the healthcare marketing space. Explore our variety of resources and webinars to level up your marketing posture.
