"Since OpenAI's ChatGPT came onto the scene, the rules of the marketing game have drastically changed. With global market shifts and Gen Z entering the workforce, the average consumer is more in tune with brands' values and ethics. A recent study by Bynder found that 50% of consumers can detect content generated by artificial intelligence (AI), and 52% were less engaged when reading AI-generated copy. People quickly see through superficial and overly polished AI-generated material. For us marketers, there are two real challenges here."
"The wonder and awe did not last long; having quickly realized that ChatGPT is inherently flawed and that most content created with the tool was bland and forgettable, the problems were aplenty. The content was often generic, sometimes incoherent, and regularly riddled with inaccuracies. Many of us spent more time fixing AI-generated content than creating it from scratch. Fast-forward to 2024."
Consumers increasingly detect and disengage from AI-generated content, with a study showing 50% can identify it and 52% less engaged. The initial ChatGPT surge revealed that many AI outputs are generic, incoherent, and inaccurate, often requiring more time to fix than to create. Search engines and platforms have reacted by adjusting algorithms to reduce spammy AI content, and investment enthusiasm is cooling. Marketers face a technical challenge to leverage AI benefits without stripping content of its soul and a creative challenge to preserve a distinct human voice while delivering personalized, human-centric experiences that align with modern consumers' values.
Read at The Drum
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