Authenticity has always been crucial to deliver compelling customer experiences. It has also been a frequently used indicator of content effectiveness and marketing effectiveness. AI is changing the game and content leaders should strike the balance between machine intelligence for generation and human intelligence for creation. They will use both. It will not be optional and it will have to be done upfront to ensure AI readiness. "In the years ahead, AI-human hybrid content workflows have the potential to become the standard for many marketing teams. With the combination of AI’s speed for ingesting data, connecting ideas and rapidly outputting drafts with the critical human elements of on-brand voice, narrative skills and quality control editing, this collaborative approach can allow teams to operate at a completely new scale." #contenteffectiveness #customerexperience #AI #contentgeneration #contentcreation
Alex Belov
12mo
Bruno, totally agree, the synergy between AI's efficiency and human creativity is unstoppable. How do you see businesses transitioning to maintain authenticity with AI's growing role?
Head of Strategic Account Management / Language Services Industry Expert / Key Account Manager
12moI have been playing with tools like Winston AI which is a tool that spots content written with AI. And this week I did a spot check of posts written by some folks in our industry of language (these posts get a lot of likes and visibility …and the result is these folks get recognized by industry magazines as industry influencers btw). Well, it is pretty scary how much stuff is fully written with Ai - or at least a good portion of it. Come on guys! We are afraid in this industry of canabilizing our craft with such tools. Yet, you fully embrace them in outputting content that is providing little value. Bruno Herrmann is in my opinion a rock in our industry who provides excellent content and information - which I love to read personally. So the AI folks out there (and you know who you are), write some real content that is yours. You are all talented. I know you can do it!