\n<\/p>\n
\u201cWhat should our company be doing about AI?\u201d It\u2019s been the big question hanging in the air throughout the last year and a half. And it comes as no shock that it will continue to be a question that dominates conversations in the next couple of years\u2014not only for marketers, but for all business and organizational leaders.<\/p>\n
Let\u2019s be candid. We\u2019ve seen AI tools and technologies improve so much in just the span of 18 months that I think that any company that isn\u2019t reckoning with the impacts of AI is burying its head in the sand\u2014at its own peril.<\/p>\n
As a prolific consumer of online content, I have seen folks embrace AI across the spectrum\u2014from small time bloggers using Midjourney to illustrate their tips and tricks to major brands using AI to scale up their personalization efforts. And that\u2019s only the beginning.<\/p>\n
And yet, when I\u2019ve spoken at conferences across the United States, interviewed guests on Social Pros<\/a>, and collaborated with some of the leading experts in our industry, the theme I have heard again and again has been that AI emphasizes something essentially human. For all our talk of the importance of AI, the real takeaway is that AI is only valuable when it is leveraged in service of what matters to humans\u2014what matters to your audiences.<\/p>\n To that end, I want to share the advice of three experts who capture the importance of focusing on people in a time when the conversation is all about AI.<\/p>\n \u201cDo sh** that human\u2019s love.\u201d When Seer Interactive CEO Wil Reynolds spoke at MarketingProfs B2B Forum last fall, he spoke about focusing on your core audience: the humans who want your expertise, the humans who are sharing your content and linking to subject matter expert (SME) content. By providing expertise that others want to share, you generate organic social media posts about your content. That WOM about your content is what makes you more trustworthy in the eyes of prospective customers. After all, third-party validation is more valuable than just search results.<\/p>\n Wil summed it up by saying, \u201cWinning for humans is better than winning for Google. Google is only a channel.\u201d<\/p>\n And how can you extend those organic shares into conversions?<\/strong> Wil pointed to the tool PhantomBuster<\/a>, which allows you to scrape social media interactions so that you can engage 1:1 with the people who are commenting on your social media posts in meaningful ways. Track the people engaging with your content, so that you can turn them into warm leads.<\/p>\n \u201cAI is a \u2018skills leveler.\u2019\u201d My friend Andy Crestodina is a fantastic resource for marketers who want to better understand their own AI maturity; in fact he joined us in June on the Social Pros podcast<\/a> to talk about this topic in-depth.<\/p>\n Andy says that AI should really stand for \u201caverage information,\u201d since what it generates as copy is just that: average. Because it is based on predictive large language models (LLMs), the ideas it puts together are the most common or frequently strung together concepts. Andy says that AI cannot replicate the kind of strong opinions, personal experience, and case studies that humans can offer. And that\u2019s where marketers and content creators can stand out.<\/p>\n By creating content that leverages strong points of view, new research, personal experiences, case studies, and real-world examples, we can create content that stands out.<\/strong> Focus on giving your audience content that only you can offer\u2014particularly featuring your SMEs, your clients, and your own data. Those are the things that no one else can replicate.<\/p>\n \u201cPursue what is human<\/em>, instead of fearfully following what others claim has been proven<\/em>.\u201d The brands who pursue deep, authentic connections with their audiences understand that there are no growth hacks or easy buttons for success, according to executive advisor Lindsey Tjepkema. To stand out, brands have to take a stand and be truly creative in their content.<\/p>\n AI is trained on everything that exists, but it doesn\u2019t have new ideas\u2014so by embracing creativity and bold vision, brands can make a case for why they\u2019re different.<\/p>\n Looking to strengthen your creative muscles?<\/strong> Be sure to check out my friend Jason Keath<\/a>\u2019s new book, The Case for More Bad Ideas<\/a><\/em>, a practical toolkit for improving your creative processes.<\/p>\n In a world where AI-enabled search provides a short-cut for your audience to find what they\u2019re looking for, your audience doesn\u2019t want more content. They want more relevant content. Now more than ever, making sure that your team is leveraging AI and machine learning tools to help segment, target, and personalize your content is the key to being more relevant.<\/p>\n If your brand can provide more personalized content to your most valuable audiences, you\u2019ll be able to convert more people and keep your existing customers longer. That\u2019s exactly why I wrote my book, Data-Driven Personalization. At this moment, we need to be more strategic about how to leverage the machines to deliver more of what the humans want.<\/p>\n AI isn\u2019t capable of strategic decision making, and that\u2019s why your marketing job\u2014if you\u2019re thoughtful, expert, bold, and strategic\u2014will be safe.<\/p>\n Want to learn more about building your data-driven marketing strategy?<\/strong> Get your copy of Data-Driven Personalization at a special rate just for Convince & Convert readers. Use discount code: CCData20 on orders from Kogan Page<\/a> to save 20% (orders in the US and UK also get free shipping, too!) or get the book on Amazon<\/a>.<\/p>\n This article contains affiliate links.<\/em><\/p>\n The post Humans vs. the Machines: Why You Shouldn\u2019t Panic About AI Taking Over Your Job<\/a> appeared first on Convince & Convert<\/a>.<\/p>\n\n","protected":false},"excerpt":{"rendered":" \u201cWhat should our company be doing about AI?\u201d It\u2019s been the big question hanging in the air throughout the last year and a half. And it comes as no shock that it will continue to be a question that dominates conversations in the next couple of years\u2014not only for marketers, but for all business and […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[18867,3690,6275,4590,11668],"dealstore":[],"offerexpiration":[],"class_list":["post-337362","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-humans","tag-job","tag-machines","tag-panic","tag-shouldnt"],"yoast_head":"\nCreate with People in Mind<\/h3>\n
\n
\n\u2014Wil Reynolds, Founder & CEO, Seer Interactive<\/p>\n<\/blockquote>\nDo Better Than AI\u2014Through Hot Takes, New Research, and Real-World Examples<\/h3>\n
\n
\n\u2014Andy Crestodina, Co-Founder & CMO, Orbit Media Studios<\/p>\n<\/blockquote>\nBe Brave and Encourage Bold Creativity<\/h3>\n
\n
\n\u2014Lindsay Tjepkema, CEO, Human Brands Win<\/p>\n<\/blockquote>\nFinal Thoughts: Mine the Data to Be More Relevant to Your Audiences<\/h3>\n