Technology, specifically the development of AI, is reshaping the landscape of communication as we know it. In the past year, we’ve seen the launch of ChatGPT which has revolutionised the way we find, produce, and use information on the web. Ever since, there’s been a question of ethics and authenticity looming, particularly in the marketing and advertising industry.

The delicate dance between automation and authenticity is taking centre stage in the realm of marketing, with consumers and businesses grappling with the influx of AI generated content. The challenge for brands is becoming clear: how can we ensure a human touch into our digital interactions with customers?

As director of Instiller, an email marketing provider, I’ll be delving into the convergence of AI in brand communications, before sharing a recent study conducted by the team on what AI-generated copy means for customer engagement and marketing success.

AI precision, human empathy

A key finding from our study was that nearly half of respondents were unable to distinguish between AI generated and human authored marketing emails. Not only does this finding highlight the remarkable capabilities of AI in mirroring human expression, but it also shows us that authenticity is a linchpin which is preventing email marketing from losing its cherished human touch.

Intriguingly, individuals mistook the work of copywriters as AI generated, more often than vice versa. This clear division underscores the delicate balance between authenticity and automation in written copy.

So how can brands ensure their marketing efforts are hitting the mark? I believe it’s important for us to strive to blend the use of AI tools such as ChatGPT, with an understanding of consumer psychology. ALL marketing requires a human touch.

An eye for it

Gen Z are well versed in digital landscapes, and this proved no exception in the study when they emerged as the most adept at detecting AI generated copy in marketing emails. As such, it’s probably expected that the older generations (specifically 55-64) demonstrated a relatively weak proficiency in identifying AI written content.

The familiarity with technology could mean Gen Z are better equipped to discern nuances in tone that other generations may miss. Regardless of ability, though, it’s clear that young consumers are yearning for authentic interactions, who in the study were most likely to be unhappy about the use of AI in targeted marketing. Their ability to differentiate between AI and human-generated content signifies a challenge for brands to strike a chord of genuine connection.

Yearning for authenticity

Most respondents indicated they didn’t mind about AI tools being used to create marketing copy, with the exception of Gen Z who had a clear preference. This insight further highlights the critical aspect of authenticity in brand communications, especially those brands who are targeting younger audiences.

AI tools like ChatGPT are an excellent addition to a marketers toolkit, but the industry should be mindful of human qualities that simply can’t be replicated by technology. This includes emotion, empathy, and personalisation - qualities we know which resonate with consumers, and are integral to successful marketing efforts.

Brands must recognise the nuanced expectations of their audiences, and as with any great marketing strategy, should have a clear grasp on who they are targeting with their products or services. Whilst AI might greatly help automation and is no doubt a powerful tool to enhance effective marketing, it certainly isn't the answer to our prayers.

The key to adopting AI as a marketing tool lies in understanding and harnessing its precision, whilst preserving a human touch. Empathy, emotion, and authenticity in marketing communications are what always have and always will set brands apart.

As the digital marketing landscape continues to evolve, successful brands will be those that master the art of engaging email communications, which resonate with customers and ultimately foster genuine connections.