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Content Strategy
January 31, 2024

AI for Brands: Its Uses, Challenges and Measurements

Artificial Intelligence (AI) is everywhere, and it seems to have no signs of slowing its growth. Individuals use it daily for creating custom workout routines and recipes to repurpose leftover food, and we’ve even seen it implemented into agriculture.

With the knowledge that it’s ever-growing in its uses, we need to look at AI in digital marketing for B2B brands.

AI for Brand Marketing in the B2B Space

While it’s considered unwise to let AI platforms do all the heavy lifting for you when it comes to digital marketing, it’s a great tool for ideation. Generative AI platforms like ChatGPT can aid B2B brands with:

  • Keyword research for landing pages and blogs
  • Finding your brand voice
  • Messaging
  • Logo design concepts
  • Strategy planning

An example of a brand leveraging AI comes from Trust Insights. Rather than transcribing each episode manually, the team uses AI to transcribe their podcast and summarize the show notes.

Of course, good things always come with obstacles to overcome.

Challenges with AI Implementation and Integration

One of the greatest challenges to AI integration for a B2B brand is the implementation. Without knowing, you may unintentionally introduce bias into the platform. This bias can easily affect your targeting, resulting in misdirecting your efforts and missing a sizable portion of your market. And because the platform only knows what you feed it, you may accidentally leave out information or enter irrelevant data, leading to skewed results.

Another issue is the possibility of receiving incorrect data from the service, referred to as hallucination. AI platforms are only refreshed every so often, so your service of choice could be operating on an older, outdated version.

There are also—understandably—concerns about privacy. AI services such as ChatGPT have data gathering as part of their terms of service to use for learning and growth. This means that whatever data you enter into your prompt will forever live on in the program’s database.

To overcome these obstacles, you should be transparent about your brand’s use of AI. Place this information somewhere where customers can easily access it, like the footer of the website. Don’t bury it in mountains of paragraphs in your privacy policy (although it likely needs to be included in there as well). This mostly applies to the use of AI with private data. If you use a platform like ChatGPT to assist in generating content ideas or editing, a disclaimer is not needed. But because generative AI platforms use content already available on the internet to respond to prompts, you will need a disclaimer if you’re using one to completely create site content. If not, you may experience issues with plagiarism in the future. This could come with the possibility of less valued content from your visitor’s perspective, so this is something to consider when planning content execution.

And—to avoid unnecessary issues with data and strategy—be sure you’re using the most current version of the platform and be thorough in your prompt creation.

Measuring Implementation Success

While there is no universal way to judge the success AI has provided for your brand (yet), there are some measures you can put into place to access relevancy:

  • AI task force – Assemble a team of AI advocates who can develop a strategic roadmap for careful implementation.
  • Milestones – KPIs aren’t going to be as successful as milestones. Pay attention to when goals are hit and how AI implementation would or could possibly play a role.
  • Measure time saved – How long does developing a yearly marketing strategy take for your team? How many hours are lost on keyword research? How much time does it take to address brand voicing on a platform? Take those timed tasks and compare them to the amount of time each takes once AI has been introduced into the equation.

Assistance from True Digital

AI has virtually unfathomable potential, but there’s plenty still a lot of risk. Navigating this complex terrain requires expertise in strategy, research and even digital morality.

As you venture deeper into the space of AI in digital marketing, consider True as your trusted partner. Our commitment to transparency, paired with an understanding of the challenges and opportunities AI presents, makes us a valuable ally in your journey toward achieving success. Embrace the future with confidence, knowing that True Digital is here to help elevate your brand through strategic and impactful marketing efforts.

Learn more about how True can build a partnership with you by getting in contact with us.

thought leadership

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