Can you trust generative AI to tell your brand story?

Today’s question: Where should you try out generative AI in your content marketing, and what guidelines should you set? 

Did you know that blogs are the third most-popular marketing tactic for brands — millions will be published this year — and that most companies will use generative AI to support, and in some cases even execute, this work? 

But just because you can, doesn’t mean you should. What level of AI in content marketing is in the best interest of your business, your brand, and your customers? And what guardrails should you put up? 

We’re sharing our own experience using generative AI in marketing. We hope what we’ve learned will help you establish your own generative AI content plan. 

How can you do a better job of disclosing when you’re using generative AI?   

One of the knocks against generative AI is the lack of transparency, both in how it arrives at its conclusions and how, when, and where companies are using it. Here are some transparency scenarios in various industries, with tips on how to address them.

What our community is saying 

AI is not about replacing human labor but about altering the way we perform our tasks. Just as the internet lowered the cost of information transmission, AI will lower the cost of cognition. Organizations must embrace AI, experiment, and develop use cases across all functions, not just technology.

— Sunny Chiu , programmer, EasierSoft Ltd.

What we’re reading 

• Marketers are using AI to achieve more while doing less, says The Drum. Some examples: analyzing customer survey data, identifying a target audience for a campaign, and generating drafts for social media content.
•  Demand is up for marketing interns in 2024. And 71% of companies would pay more for marketers with AI skills, according to Spiceworks. 
• How’s your marketing ROI? A startup called Alembic uses AI to trace marketing campaigns to sales outcomes, attributing revenue and predicting future gains across TV, podcasts, social media, and other sources. 

This newsletter was curated by Lisa DiCarlo Lee , Contributing Editor at Salesforce

What’s the biggest question you have about AI? Let us know with a comment below. We read every single one and may just choose yours as the subject for a future newsletter.