AI in Advertising: Tool or Trouble?
Ok, we've all seen the AI-created flyers and there's some strong feelings out there about it. Is it easy? Yes. Is it free? Yes. Is it a bad look for your business? Often. We don't make the rules, we just see the chatter. So, we put together a list of when it's good to use AI and when it's not.
Good times to use AI in advertising
Brainstorming ideas In a creative slump? AI is excellent for getting past the blank page. Give it your business, audience, season and goal and ask for 20 campaign ideas. You obviously don’t have to use what it gives you—you’ve just accelerated the brainstorming process.
Repurposing Content Have AI take one strong message and create different versions for social, email, flyers, etc. That’s a much better use than asking it to invent your entire advertising strategy.
Improving copy you’ve already written This is one of our favorite uses. Write something in your company’s natural voice, then have AI make it clearer, shorter, punchier or more compelling without changing the meaning or personality. We used AI for some of the points in this article. Know how you can tell? AI often gives you things in three's : "clearer, shorter, punchier". We left that in to give you an example.
Research and audience insights AI can help identify common customer/member questions, objections, pain points and potential content topics. That’s especially useful for service businesses.
Personalization at scale AI can help tailor messaging for different customer/member groups while keeping the underlying brand message consistent. If you are targeting a younger crowd, AI can help write for that, tell it to write for Boomers and it can tailor messaging for them.
When we'd not rely heavily on AI
Your brand voice If someone has followed a local business for five years, they can often tell when a post suddenly sounds like it came from a robot. AI can learn your voice—it doesn't need to replace it.
Customer testimonials and reviews Don’t have AI manufacture testimonials or create fake customer experiences. The FTC has taken action against deceptive AI-related practices, including fake reviews. A real customer’s words are infinitely more valuable.
Local/community storytelling This is huge for the types of businesses you work with. If a plumber tells you about the 40-year-old house where his team solved a bizarre plumbing problem, that’s the content. AI can help turn that story into a great post. It shouldn’t invent the story. Rather obvious, but thought we'd mention.
Claims about your products or services Don’t let AI make up statistics, warranties, certifications, pricing, guarantees, service areas or credentials. The FTC’s basic standard remains that advertising claims and endorsements must be truthful and not misleading.
Highly emotional or sensitive messaging Things involving grief, serious financial situations, health, family emergencies or other sensitive subjects need a human touch. AI can help edit, of course.
Recognize the look on the left? It's AI. And completely ignored when you have a feed full of AI-built posts. The one on the left? Custom designed and more reflective of the brand.
Did we use AI to help brainstorm various reasons when and when NOT to use AI in this article? Yes. Did we tailor it to fit the needs of our clients, customizing to what pertains and doesn't pertain to them? Also yes. In a world where more and more content is being generated by AI, sounding like a business run by real people may give you a competitive advantage. If you want to look professional for a reasonable fee, we can help.
