This week’s Big Marketing Minute is about AI. Because there are two hot topics in my social feeds right now:
Macklemore/Ed Sheeran and Robert Kraft and AI. Since I’m not in the mood to open up my blog to hate speech, I’m going to stick with AI.
Here’s what I want you to know. There is a place for AI. It’s not a taboo word, it’s not something to shy away from. It IS something to use responsibly, however.
There are some reasons we will NOT use AI:
- It doesn’t write our clients’ blogposts;
- It doesn’t write our clients’ captions;
- It doesn’t design our client graphics.
Now on the flip side, here are some things we do use AI for:
- Sometimes we have it edit things we write, with specific things we are looking for (eg: “make sure I didn’t over use a specific word,” “help me make this paragraph a little more robust with one more real-world example”);
- Sometimes when we have a multiple-video Reel we need to create and need all clips the same length and audio level, we’ll ask AI to help edit that together;
- Sometimes we’ll ask it for an edit on a photo or graphic that would take us 5 times longer to do manually.
Here’s the challenge we’re dealing with:
Sometimes we get flagged as having used AI. Sometimes Meta doesn’t know what’s what and accidentally flags something that was 100% created by hand as AI. That can honestly be infuriating.
Last week we were flagged by Meta because we used an editing tool inside an AI app to fix a piece of a graphic. Then the entire piece was marked as “AI.” That seems a bit of a stretch – and an unfair one at that.
Meta is still learning what is and is not AI. And knowing these tools are out there to make agencies like ours more efficient, it is reasonable that tools that support what we do will be used. To penalize an agency for a graphic design tool based in AI is simply unfair.
The rules are still out on this – what will be allowed and what pushes the envelope. I get it, it could be a slippery slope. But over here, we feel that a tool that helps us get our work done – and still keeps the integrity of it being OUR work, makes good sense.
You can be a “no AI ever” person but then look at your location and see how easy it is when your phone knows you’re in Kroger and brings up your Kroger card phone for you. Or even when you’re on a website and sending a friend flowers and it fills in part of the address for you. How about when you log into a workout and a recommendation is made based on your most-utilized instructor? That’s all AI, my friend.
What do you think? Where do you stand on the AI spectrum of use?
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