Impact Insights Blog

How NOT to use AI

December 20, 2023

If you have read anything in the last several weeks, chances are you’ve seen something related to Artificial Intelligence (AI). Perhaps, if you work in the public relations or communications industries, you have heard that AI will take your job in the coming years. From 2022 to 2023, the number of news articles and blogs mentioning AI increased by 550%, and there’s no sign of the trend slowing down.

According to Hootsuite’s 2024 Social Trends Report, brands are all in on AI. Most businesses use AI to assist with social media management; because most social media management teams are a team of one, it is no surprise that 61% of organizations are using AI to reduce staff workload.

AI use will continue to rise in 2024; 98% of companies plan to use AI in the next year, according to a recent survey from Paychex. A majority of organizations plan to use AI to edit and refine text, develop new ideas, edit and generate images and respond to customer service inquiries.

Consumers, however, are not as excited about this trend.

Because of the healthy criticism that exists about AI, brands must know how, and how not, to use it.

Yes, AI can save you time, but it can also take away from the authenticity of your content. It is best to think of AI as an assistant – it’s there to help with the work, but it can’t do it for you.

Generally, AI is best used to:

  • Brainstorm or Generate New Ideas
  • Give Content Suggestions
  • Write First Drafts of Captions
  • Suggest Images

You should NOT be relying on AI to:

  • Create a Content Strategy
  • Edit Captions
  • Follow Brand Standards
  • Respond to Consumers

It is important to remember that relationships are built on trust. If a consumer does not feel an authentic connection to your brand, they will not trust you.

If you plan to increase your use of AI in 2024, here are a few tips to get you started:

  1. Talk to the entire business about the use of AI. When considering what software to use, or whether to use AI at all, get the input of your entire organization – the IT department, legal, administration, etc.
  2. Define AI’s scope of work. What will you use AI for? Are you simply looking to generate ideas? Will AI be used to interact with current or potential customers? Will AI be trusted to craft content?
  3. Create a style guide for your brand and stick to it. By defining your brand’s tone of voice and personality, you will ensure that all content remains authentic. Further, your content will be consistent if everyone has something to reference.

While it’s clear that AI is not going anywhere, brands must strategically leverage this new technology to avoid damaging their relationships with current and prospective clients.