AI poses a threat to authentic marketing

[fomayof928@mowline]

Creating an authentic influencer marketing strategy brings trusted voices into your content, too. In fact, according to a Q3 2023 Sprout Pulse Survey, 47% of marketers say enhancing brand authenticity and trust is the most valuable opportunity with influencer marketing.

Social teams are no strangers to AI—and the fears around it. But as marketers bring these tools into their workflow, the conversation around AI has shifted from “will it replace me?” to “will it make my brand sound inauthentic?”

A LinkedIn poll that asks the audience, "What is your estonia b2b leads main concern when it comes to AI? (Esp. for social teams!)" In the poll, 14% of respondents said "it's going to take my job," 71% of respondents said "Inauthentic social copy," 7% said "not sure how to use it" and 7% said "something else."
It’s a valid fear. Marketers and consumers alike have started calling out brands who respond with AI-created, impersonal messages.

But AI only poses a threat to authentic marketing if you let it. The key is using AI copy and creative tools as a starting point—not a final product. Edit AI-generated materials, like post and comment copy, to keep your content authentic, true to your brand voice and personalized.

AI tools are becoming an essential tool in marketers’ toolkits. According to the Index, 81% of marketers say AI has already had a positive impact on their work. When you use these tools right, and with discretion, they speed you up without taking away your authentic voice.

Authentic marketing means always taking a stand on issues
A few years ago, brands were expected to take a stand on tough issues—it was non-negotiable.

But there’s been a shift. According to The 2023 Sprout Social Index™, today only a quarter of consumers think brands must speak out on causes that align with their values to be memorable.

Consumers have grown skeptical of brands taking a stand, and are wary of performative activism. Over the past few years, we’ve seen many brands called out for putting out empty, inauthentic statements.