The Challenges of Using Generative AI in Marketing

Previous posts have explored the basics of how generative AI has the potential to revolutionize marketing. I’ve explained how by using generative AI, marketers can create new and innovative content, personalize customer experiences, and automate marketing tasks. However, I would be remiss not to explore the challenges associated with using generative AI in marketing. Here are some of the most common challenges (according to Bard):

• Bias: Generative AI models can be biased, depending on the data they are trained on. This can lead to content that is offensive or harmful to certain groups of people.

  • “Whether AI is a DEI hero or DEI villain will come down to each of us–each AI developer, each person who uses AI, and each company that implements hiring, evaluation, or other policies that use AI.” (Forbes article from 6/2023).

• Accuracy: Generative AI models are still under development, and they can sometimes make mistakes. This can lead to inaccurate or misleading content, which can damage a brand's reputation. To overcome this, marketers must carefully review and edit all AI generated content.

• Security: Generative AI models can be used to create fake content, which can be used to spread misinformation or to scam people.

  • “AI is a problem for everyone, not just older adults, and versions of artificial intelligence have been part of fraud for a long time. But now this generative AI just really creates so much more sophistication to the way they target people.” (MSN article from 6/2023).

• Regulation: The use of generative AI in marketing is still relatively new, and there are no clear regulations governing its use. This can make it difficult for marketers to know what is and is not allowed. Marketers and creatives have new tools to use to create content, but who owns the intellectual property?

Despite these challenges, generative AI is a powerful tool that can be used to improve marketing results. By carefully considering the challenges and taking steps to mitigate them, marketers can use generative AI to create effective marketing campaigns that will help them reach their target audience and achieve their business goals.

Here are some additional tips for overcoming the challenges of using generative AI in marketing:

• Use multiple generative AI models: By using multiple generative AI models, marketers can reduce the risk of bias and inaccuracy in their content.

• Fact-check all generated content: Before publishing any generated content, marketers should fact-check it to ensure that it is accurate and unbiased.

• Use generative AI in conjunction with other marketing techniques: Generative AI should not be used as a standalone marketing technique. Instead, it should be used in conjunction with other marketing techniques, such as advertising, public relations, and social media marketing.

• Stay up-to-date on the latest regulations: As the use of generative AI in marketing becomes more widespread, new regulations are likely to be developed. Marketers should stay up-to-date on the latest regulations to ensure that they are in compliance.

What challenges concern you the most, and how will you seek to mitigate them?