When AI Isn’t the Answer
Lots of marketers treat generative AI, like ChatGPT, as a universal cure for whatever ails your business. The truth is:
💻 AI suggestions aren’t original and they won’t help you stand out from the crowd. AI pulls responses from all of the existing information and copy that’s already in use - it often spits out the most basic and mundane information, which lacks originality and will not best reflect your business or service.
💻 AI frequently makes mistakes. Mistakes cost money! Even if it’s not directly costing you money, posting content that is incorrect can damage your reputation and credibility. You need customers to trust and respect you as an expert in your field, not as someone repeating half truths.
💻 AI struggles with nuance, but nuance is where you find the best content. The attributes that make your business special are what sets you apart. AI can’t hold all of our complex human identities and approaches. As a result it often feeds us lackluster content that doesn’t authentically represent you.
💻 AI doesn’t understand human emotion or intention, but the way customers feel about your product or service and why customers select or ignore certain offerings is the basis of an effective marketing strategy! You can’t afford to miss this information.
💻 AI is terrible for the environment. Large AI models use several, large clusters of servers. These servers consume a few kilowatts each, the equivalent of the average power consumption of an entire home. AI servers also generate a lot of heat and AI server cooling consumes a ton of water. Using GPT-4 to generate 100 words consumes up to 3 bottles of water! To make matters worse, AI data centers also raise power and water bills for nearby residents. In an age where utility costs are at an all time high and fresh water is becoming more and more precious - none of us can afford this.
But what’s to be done? How can you get help with the immense task of creating brand objectives, digital strategy, and copy that converts?
🕷️ Hire a digital marketer from your community! I’m thrilled to offer competitive rates for superb work. As a fat, queer small business owner myself, I’m always excited to work with businesses and individuals within my community. And I’m always open to discussing reduced rates for BIPOC and organizations doing powerful work.
🕷️ Host co-working or body doubling sessions for your fellow entrepreneurs where you can bounce ideas off of each other when you get stuck. Team work makes the dream work!
🕷️ Visit your local library for resources - in print or digital. Sure, this isn’t as easy as typing a query into a box, but reading marketing books is more than just a collection of quick tips, it’s an investment in your business! You’ll learn things you didn’t even know you needed!