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therefore AI

19th January 2023

Hi I’m Char, a social media marketer and the owner of burrata. I’m also the mastermind behind pigeons… Or at least that’s what told me. Marketers all over the world are currently in a bit of a weird limbo with AI generated content. Do we like it? Do we hate it? No one is really sure.. 

A lot of people are speculating that copywriters like ourselves could be out of a job soon with the uprising of AI generated content, but we’re not getting too worried yet. Aside from some of the hilarious suggestions that the AI generators gave us for our ‘meet the team’ posts, there’s a more profound reason that explains why we’re not looking for a career change just yet. Whilst it might be a great time saver, and an easy way to get started on that blog you’ve been stuck on for weeks, it’s definitely not the best way to build an authentic presence on social media. Think about it, what does the ‘A’ in AI actually stand for…. Artificial.

Let’s take this over to one of our clients, GCB Recruitment. Their motto? ‘We get people’. And they absolutely do. Their social media strategy is formulated around bringing personality to what they do. Recruitment can often be a very faceless industry with a reputation of being a bit cut throat. But not our GCB! We took this assumption, flipped it, and that’s how we make them stand out from the crowd. Their content is often based around meeting the team, their pet peeves, passions and pass times. Why? Because humanised marketing is what connects people to a business.

It’s as simple as bringing a face to the feed, talking a bit about your team and the little bits that go on behind the scenes. Team birthdays, nights out (within reason of course…) and the day to day happenings within your office are the perfect way to get people to engage with your business. Invite them in, extend that community out to your customers with warmth and genuine content. People will feel like they already know you without even speaking to you.

This is what highlights the problem with AI. How are you meant to spark human connections by relying on something that’s not real? I’m going to be a bit pretentious and pull a quote from Nick Cave in his response to AI generated lyrics inspired by his work. “It’s a blood and guts business, here at my desk, that requires something of me to initiate the new and fresh idea. It requires my humanness.” We’re not going to get as vampiric as ol’ Nick, but he has a point. Unique and creative content requires our feeling, fallible ‘humanness’ to shine. 

Really, as Nicole put it,‘It’s all just weirdness.’ So if you want engaging copy for your website or social media, don’t leave it to AI, just give us a call. You’ll be better for it.

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