How can marketers create new possibilities for storytelling with AI copywriting?

How can marketers create new possibilities for storytelling with AI copywriting?
How can marketers create new possibilities for storytelling with AI copywriting?

Ever for the reason that introduction of ChatGPT in 2022, marketers and trade gamers have been trying into utilizing synthetic intelligence (AI) to generate text-based content material.  
As the usage of generative AI in copywriting is gaining traction throughout the digital panorama, the buyer consciousness of the tell-tale indicators of non-human generated content material has additionally elevated with 50% with the ability to spot AI-generated copies, in keeping with a current Bynder survey.  
The survey additionally discovered that when offered with two articles, one written by ChatGPT and the opposite by a educated copywriter based mostly on the identical transient, 50% of the two,000 surveyed customers might determine the AI-generated content material. 
Don’t miss: Study: 50% of customers can inform if copies are AI-generated 
In phrases of shopper notion, 82% don’t thoughts if manufacturers use AI to generate copy, so long as it feels written by a human. However, 63% of customers desire transparency round AI-generated content material. This presents a problem in deciding to develop extra pure AI content material or disclose its use, which might threat decrease engagement and detrimental perceptions. 
Maintaining transparency of AI generated content material 
Industry gamers MARKETING-INTERACTIVE spoke to believed that manufacturers ought to take heed to how their goal audiences understand it.  
Kris Kwan, senior copywriter, NoTwo HK, stated manufacturers might exhibit the collaborative course of between AI and people by showcasing the unique AI-generated drafts alongside the ultimate, human-edited variations.  
“It gives the core concept of what’s being finished by the producer and why, whereas on the identical time explaining how the AI-human collaboration differs from purely AI-generated content material.” 
As cliché because it sounds, openness and honesty are the keys to constructing belief, therefore manufacturers ought to let their viewers know it’s utilizing AI know-how within the copy, in keeping with Venus Leung, senior copywriter, Narrow Door.  
If the AI copy itself is in good high quality, that additional encourages clients to develop confidence and widen their acceptance to AI tech by having optimistic consumer expertise.
Leung added that manufacturers might even spotlight the usage of AI-generated copy as a promoting level, which might permit the viewers to see AI from a special perspective. “Make use of its objectivity, informative fashion, and even its awkwardness, to generate contemporary views, attention-grabbing tone that break away from the field that we’re used to.” 
Furthermore, manufacturers can disclose the usage of AI-generated content material by together with a easy assertion comparable to “Content is AI-generated” on the backside or finish of the content material, much like the strategy taken with phrases and situations in meals and beverage adverts, stated Ken Lo, artistic director at dentsu Creative. 
“It’s trustworthy, upfront, however received’t have an effect on the viewers’s interplay with the piece of communication.” 
On the opposite hand, Luke Somasundram, affiliate artistic director, BBH Singapore, stated that there isn’t a easy resolution to reassuring customers about the usage of AI in content material, as technological developments will possible outpace any present guidelines or finest practices, making it a continuously evolving problem for manufacturers to navigate. 
“I feel the easiest way to strategy issues is by being curious vandals — staying savvy on the newest technological developments whereas determining new methods to subvert expectations in a world the place AI-generated copy is the norm,” Somasundram stated.  
Adding a human contact 
Sometimes, it isn’t obligatory for manufacturers to reveal the utilisation of AI-generated copy to customers, stated Chungtsz Shun, co-founder of Durian HK. 
“As time goes by, solely trade insiders shall be involved about it, whereas the viewers won’t pay important consideration. What solely issues to the viewers, from the previous to the everlasting future, is the content material itself being participating or not,” he added. 
In reality, a bit of participating content material means understanding the audience and including a human contact. The identical Bynder survey revealed that 26% would really feel the model is impersonal if the web site copy lacks a private contact. Additionally, 25% and 20% will understand the model as impersonal or untrustworthy respectively if social media posts seem AI-generated. 
Raymon Chin, CCO innovation of APAC, VML, stated that is all the way down to how marketers ‘craft’ and ‘feed’ an AI to create a bespoke “model mind”. “This model mind would have learnt from all of the profitable communications you’ve ever created, understanding the nuanced character of the model.” 
Then they are going to be educated to speak with a sure model character to its numerous audiences, he stated. “For occasion, if this have been a Nike ‘Brand Brain’, it might ship an empowering message to a male basketball participant or a feminine tennis fanatic in numerous methods, however with the consistency of the identical model character.” 
Our job is to make use of AI to “super-charge” these experiences and make them really feel like magic.
When it involves personalisation, it’s all about how one can begin with a “human contact”, and finish with a human “contact”. Narrow Door’s Leung stated manufacturers ought to begin their concepts with a human and truthful perception, and let their promptings result in a novel course.  
“Let the AI do its environment friendly work. Base on the outcome, copywriters ought to step in once more and end it with a ‘contact’. Touch up, bringing in touches that improve the resonations,” she added. 
Ultimately, it is crucial for manufacturers to stay thoughtfully calibrated in figuring out the place the correct nature of AI generated copy versus human written content material lies as a suitable technique, stated NoTwo’s Kwan.  
“AI might clearly do higher relating to creating one thing high-volume and infrequently low-value add, comparable to massive quantities of content material like press launch or electronic mail newsletters. For most high-stakes promoting that calls for a robust model voice and a deep understanding of the viewers, educated human copywriters ought to deal with issues,” Kwan added. 
BBH Singapore’s Somasundram added that AI’s position within the trade shouldn’t be simply as an effectivity device, however fairly as a realm of new artistic possibilities.  
It opens a myriad of new possibilities for storytelling.
“Brands have worth once they give us a human connection with a product. If we surrender that human connection within the identify of effectivity, then there’s little worth,” he stated.
Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza below the theme of “Content that captivates”. Get collectively with our fellow marketers to find out about AI in content material creation, integration of content material with commerce and cross-border concentrating on, and discover the recipe for success throughout the content material advertising and marketing world!
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