APRIL 2, 2024

Could AI be redefining your brand in 2024?

With new technology comes new interest. The fascination with AI skyrocketed during 2022 and 2023 resulting in a dramatic increase in news articles and blogs discussing the topic. Of course, digital marketers quickly picked up on this emerging tech era and threw their eggs into one basket.

Many of the brands we know and love such as Adidas, Levi’s, H&M, and Prada use AI-generated content. Some fashion brands have even used AI to generate ideas for their newest line.

Despite the massive increase in businesses using AI for customer support, editing images, content creation, and collecting data in 2024, consumers aren’t necessarily being persuaded by these new and innovative tactics. In fact, it can push them away.

According to a 2024 Hootsuite Social Media Survey, 62 percent of consumers say they are less likely to engage with and trust content if they know it was created by an AI application. But how do you identify the audience that does trust your AI-generated content? One way is by age.

The same Hootsuite survey showed that Gen Z claims they know what was created by AI better than other generations. They are also more likely to trust and engage with AI content. Generation X and Baby Boomers, on the other hand, were shown to be the most distrusting of AI content and less likely to engage if they know the content wasn’t created by a human.

In other words, the demographic split implies that brands focusing on younger audiences could benefit more from using AI in their marketing. However, brands catering to Generation X and Baby Boomers should tread more carefully with AI.

What can you do to benefit the most from AI without losing the trust of your customers?

Analyze who your main demographic is. What age groups, countries, and cultures are purchasing or receiving services from your business? Knowing your audience on a deeper level can help you understand what their perception of AI is.

Gather your team and set boundaries for where AI can and can’t be used. It is easy for mistakes to slip through the cracks when you are using AI for multiple aspects of your business. For example, you may want to only use AI to produce copy on social media posts and stick to using a graphic designer or photographer for the actual images.

Decide who is the most experienced with AI and can hold the torch to lead your team in the right direction. Your team still has to run the show, but if you want to integrate AI into your business’s daily responsibilities, there should be a designated person who can support your team to use it correctly.

At the end of the day, it’s important to present your business as trustworthy to your customers. Your brand’s value is not diminished by the use of AI, but it can be by failing to genuinely connect with your audience. Portraying your brand in an authentic light – using AI or not – is what leaves a lasting impression on new and existing customers.