Bots, Bias and Believability: The AI Revolution in Marketing

We've seen the headlines. AI is booming. Tools are popping up faster than you can say "algorithm." DeepSeek, the latest GenAI whizzkid on the block, is showing just how quickly things are moving. It's all quite exciting, isn't it? But, and this is a big but, it also raises some crucial questions, especially when it comes to trust. Because in this post-truth world, where "fake news" gets more clicks than actual facts, believability is the most valuable currency we have. 

Now, the temptation with AI in marketing is obvious. Personalised ads that know what you want before you do? Content generated in seconds? Campaigns optimised to within an inch of their life? It sounds like a marketer's dream, doesn't it? And in some ways, it probably is. AI can automate tedious tasks, freeing us up to do the more creative, human stuff. It can analyse mountains of data, giving us insights we could only dream of before. Imagine understanding your audience so well you can predict their next move (within reason, obviously. AI can't predict the lottery numbers, sadly). 

But… AI at its core, is just code. It's built on data, and if that data is biased, guess what? The AI will be too. And that bias can creep into our marketing, subtly reinforcing stereotypes and eroding trust. Think about it: AI-generated images that only feature one type of person, or targeted ads that reinforce existing inequalities. It's not malicious, but it's happening.

And then there's the issue of authenticity. People, humans, have a finely-tuned BS detector. They can smell a corporate platitude a mile off. So, if your marketing feels robotic, soulless, churned out by a machine (even if it partially was), it's not going to resonate. In fact, it might have the opposite effect.

So, what's the answer? Do we ditch AI altogether? Of course not. The key, I think, is balance. We need to use AI responsibly, ethically, and with a healthy dose of human oversight. We need to ask ourselves: Is this content truly helpful? Is it accurate? Is it fair? Does it reflect our values? Does it sound like it was written by a human, or a slightly malfunctioning IoT toaster?

Here are a few thoughts:

✅ Be open about how you're using AI. Don't try to hide it. People appreciate honesty.

✅ Use AI to augment your creativity, not replace it. Let the machines do the grunt work, but keep the human element at the heart of your messaging. 

✅ Make sure the data you're feeding your AI is diverse and representative. Garbage in, garbage out, as they say.

✅ AI can help you deliver your message, but it can't create a compelling narrative. That's still down to us humans.

Let's use AI to build trust, not erode it. To connect with people, not alienate them. And let's remember that behind every algorithm, there's a human being. And that's something no AI can ever replicate.