The arrival of generative AI in marketing communications marks a significant evolution… offering powerful tools for content creation.
And for customer engagement.
For marketing professionals, the crucial focus is on establishing and adhering to ethical best practices – to ensure that AI-powered efforts are not only efficient but also responsible – transparent and aligned with core brand values.
This means leveraging AI as a sophisticated assistant… not an autonomous creator.
Understanding its capabilities.
As well as its limitations.
Ethical Handling of Intellectual Property and Avoiding Plagiarism
One of the foremost considerations in using generative AI for content is the ethical handling of intellectual property. And avoiding plagiarism. AI models learn from vast datasets… and there’s a tangible risk of inadvertently reproducing copyrighted material.
In fact, the US Copyright Office has clarified that AI-generated content is not eligible for copyright… which should inform content strategies. To mitigate these risks, marketers must establish clear policies with a single goal:
Treat AI as a “co-pilot”. Not the primary author.
So, input original content – such as existing drafts, internal strategy documents or proprietary research – and set stringent parameters. Specifically, instruct the AI to “use only provided source material”. And “do not pull from external websites.”
Every piece of AI-generated content must undergo rigorous human review for accuracy… originality and factual correctness.
The aim, is to enhance content creation. Not to circumvent ethical standards or legal obligations.
Maintaining a Distinct and Authentic Brand Voice
Maintaining a distinct and authentic brand voice is another critical best practice. While AI can approximate tone – when trained on ample examples or detailed style guides – the unique essence of a brand’s voice still originates from human creativity and strategic insight.
Over-reliance on AI without sufficient marketing talent oversight can lead to generic, indistinguishable content.
That will fail to resonate with target audiences.
Brands in the installed building products channel, thrive on unique messaging that highlights their specific advantages. And value propositions. Building Product Brands should leverage AI to generate initial concepts and optimize for SEO.
Even to repurpose existing content.
But the final polish – the nuanced tone, the strategic word choice and the emotional resonance – must always come from human editors. And sales & marketing strategists. This ensures that content remains true to the brand’s identity.
And will stand out in a crowded market.
Ethical Deployment of AI in Customer-Facing Applications
The ethical deployment of AI extends to customer-facing applications… particularly chatbots. These tools offer immense potential for streamlining customer service. And for providing immediate responses.
While gathering valuable data.
Never forget that transparency – and the option for human interaction – will remain critical.
Best practices dictate that audiences should be made aware, when they are interacting with an AI. And a seamless pathway should always be available to connect with a human representative.
This is particularly important for complex inquiries. Or, when empathy and nuanced understanding are required. For builder products – where customer relationships often depend on detailed technical support and trust – balancing AI efficiency with genuine human connection… fosters stronger narratives.
The Importance of Authenticity and Trustworthiness
The ethical use of AI involves recognizing the importance of authenticity and trustworthiness… especially with discerning channel communities.
Who prioritize genuine engagement from brands.
Yes, content that “sounds AI-generated” – characterized by generic phrasing, awkward rhythms or a lack of personal touch – can quickly erode credibility. Best practices dictate that all AI-assisted content should feel human-crafted.
A simple five-point checklist can best guide this process:
- Is the content brand-aligned?
- Is the tone intentional and authentic?
- Is it original in its expression?
- Is it truly helpful and relevant to the audience?
- Would a human confidently share this with a customer?
Where AI Offers Meaningful Efficiency
Most importantly, consider where AI truly offers meaningful efficiency.
Generative AI is best employed for tasks that support speed, scale and content reuse. Allowing human teams to focus on higher-level strategic thinking. And creative execution.
This includes repurposing content… for example, transforming a blog post into social media snippets or email copy. As well as analyzing transcripts. Or expanding campaign ideas across multiple platforms. These applications allow marketers to work smarter – not harder – and ensure that AI complements human expertise.
Rather than attempting to replace it.
In challenger marketing, where differentiation is key, the strategic and ethical application of AI can provide a significant competitive edge. By adhering to these best practices – prioritizing ethical sourcing, maintaining brand voice, ensuring transparency with chatbots and focusing on human-guided content refinement – marketing teams can harness the power of AI.
To achieve high-quality, trustworthy content… that genuinely connects with audiences.
If you’d like to learn more about implementing ethical AI strategies in your marketing communications, send an email to Steve at sk@kleberandassociates.com to get the conversation started.
