The rise of AI influencers, AI-generated content (AIGC), and AI journalism poses a few interesting quandaries for B2B and B2C communications and marketing professionals. These technologies highlight the ever-changing landscape of a new AI enabled marketing landscape we must now navigate.
AI Influencers Are Redefining Consumer social media, But B2B Appeal is Lacking
AI influencers, also known as virtual or digital influencers, are computer-generated characters designed using artificial intelligence (AI) and digital artistry to mimic human characteristics. They engage audiences on platforms like Instagram, YouTube, and TikTok, sharing content, collaborating with brands, and driving engagement. For example, Noonoouri, created by German graphic designer Joerg Zuber, has been featured in ad campaigns for fashion brands like Dior and Balenciaga and is the first virtual influencer to sign with Warner Music.
It's no surprise that digital influencers are thriving in B2C communications and marketing, particularly on visually-driven platforms like Instagram and TikTok, where engaging content quickly captures a broad audience. However, their appeal in B2B marketing, while intriguing, is less straightforward. In B2B marketing, trust, credibility, and authentic human connections are paramount, as decisions often involve significant investments and long-term commitments. AI influencers might struggle to provide the emotional resonance required in these contexts. Yet, this doesn't mean B2B marketers should dismiss them entirely.
AI influencers could be leveraged in specific scenarios, such as at trade shows to showcase new products, in virtual product demonstrations, or even in certain customer interactions where the depth of human engagement is less critical. Additionally, pairing AI influencers with AI-driven content creation tools could offer B2B marketers innovative ways to enhance their digital strategies while maintaining the necessary human oversight to ensure authenticity and relevance.
AI Journalism Enhances Efficiency but Must Balance Automation with Human Insight
To most sports fans, Al Michaels is a familiar name as an accomplished NFL play-by-play announcer. Recently, NBC used an AI-generated version of his voice to feature in Olympics highlights packages on their streaming service, Peacock. While this is a notable example of AI in content delivery, the true impact of AI in journalism is more profound.
For instance, the Associated Press has been using AI to automate the production of thousands of earnings reports, freeing up human journalists to focus on more complex and investigative stories. This shift demonstrates how AI is not just automating tasks but also transforming how news is gathered, processed, and delivered in the communications industry.
AI in journalism is enhancing how news is gathered, processed, and delivered. AI can automate tasks like transcribing interviews or generating summaries of lengthy reports, analyze vast amounts of data to uncover trends, and even create basic reporting like quarterly earnings summaries or sports game recaps. This is where we’d likely see the most preponderance of usage for journalists.
Just as journalists can use AI for these tasks, communicators and marketers can leverage AI to streamline content creation, personalize outreach, and analyze vast datasets, freeing them to focus on strategic initiatives that require human insight. Human journalists still provide crucial context and analysis and push their subjects to answer questions with a doggedness AI tools are nowhere near developed to handle.
AI Tools Offer Efficiency and Cost Savings but Pose Ethical and Quality Risks
As AI continues to make waves across different industries, it’s no surprise that B2C and B2B marketing is feeling its impact too. From generating content to offering fresh ways to analyze trends, AI is creating new inroads for marketers to speak to their audiences. But as with any powerful tool, it’s all about how you use it.
AI systems offer impressive capabilities, they are not without flaws. Errors or biased outputs can occur, necessitating careful editing and quality control by human teams. Overreliance on AI could lead to content that feels sterile or robotic, which may undermine the brand's connection with its audience.
Another significant concern is the potential loss of brand voice and authenticity when using AI-generated content. AI content can sometimes lack the unique personality and emotional depth inherent in human-created work, risking a disconnect with the audience. To mitigate this, it's crucial for businesses to ensure that AI-powered content aligns closely with the brand's identity and values—a process that requires time, practice, and ongoing human oversight.
That said, AIGC and AI journalism offer valuable tools for communicators and marketers, particularly in areas like crisis management and maintaining dynamic social media feeds. For instance, AI-driven content can help B2B companies, in particular, tailor communications to different audience segments with remarkable efficiency, offering a level of personalization that might be difficult to achieve manually. Moreover, the way that AI journalism tools can provide real-time monitoring and analysis of industry trends, enable brands to respond more proactively to emerging challenges or opportunities.
So, where does this leave us? While AI offers numerous opportunities across outbound communications and marketing initiatives, it must be applied thoughtfully and strategically. The potential rewards are significant for those organizations that can successfully balance AI's strengths with the indispensable human elements of authenticity, insight, and emotional resonance.