AI can scale your social media. But it can also scale your mistakes. - PR Daily

""AI can help scale content, streamline processes so you can be more efficient with your time, and it can also be a brainstorming tool," Too-A-Foo said. "But the challenge comes if people start to use it as an outsourcing of their own thought process." She stressed that while there are significant benefits, brands can't afford to treat AI as autopilot."

""The onus is really on the person creating the content to make sure that what's being produced is accurate, precise and has the right brand tone," she said. "If you're putting information into a tool that's going to spread at scale, what's going to happen (when you get it wrong)? It's going to be misinformation at scale. It's going to be the wrong branding voice at scale.""

AI can scale content, streamline processes and serve as a brainstorming tool to improve efficiency and output. However, overreliance on AI risks outsourcing human thought, producing inaccuracies, tone mismatches, and misinformation at scale. Human creators must maintain oversight to ensure accuracy, precision and appropriate brand voice before publishing AI-generated content. Social editors and specialists should evaluate accuracy, ethical implications, tone and purpose when deploying AI-driven strategies. Companies should bake ethical standards and guardrails into AI use from the start, set prompt parameters (for example avoiding absolute promises), and train tools like ChatGPT, Sprinklr and Canva to reflect brand values.

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