As it turns out, people prefer humans when they interact with customer service, ask for help in school and reach out to a therapist. Asking who was that actor in that one show or what’s at the centre of the Earth is one thing, but people want a human touch when they want to go deeper.
What does this say about people’s expectations around marketing? If preference is written by a human for a human then expectation is just that. There is an expectation that if you are going to ask for support through funding or business opportunities, you as a human should be asking. You shouldn’t be outsourcing to an AI bot to write something. Expectation also means if something is found to be AI written there is disappointment and lost trust- both of these things are the opposite to marketing goals and promises.
Audible using AI for their narrators has lead to a significant exodus from the platform. More people are self reporting that they will leave Duolingo and use other language apps- ones that don’t rely on AI.
The old marketing adage continue to be true: people want to invest in people. People want to give money to humans. People want to support business owners, not brands.
Another downside to AI is the actual stifling of the human brain and our own creativity. The brain is like a muscle, the more we use it, the bigger it grows. If we were to outsource our cardio or our weigh lifting to a machine, our bodies would not grow stronger. When we outsource creative writing and in turn, marketing copy to AI our cognitive processes don’t get stronger. Studies are showing us they are getting weaker.
Want one more reason to close AI and pick up a pen? The environmental impact of super computers creative generative AI is higher than you think. ChatGBT alone has a carbon footprint every month that is hundreds of transatlantic flights. The water footprint is also enormous. Keeping all the servers cool while they run means water is being taken from municipal water supplies and creating drought conditions in places that already suffer in the summers.
Is AI an easy tool to use when you need to spark your own creativity or understand a spreadsheet more? Absolutely. But it can also really damage your reputation and your actual creative processes. This is why we don’t use AI. We always hire real human authors to write, edit and create for us.
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