It is almost impossible to avoid artificial intelligence, or AI, when it comes to digital media. It’s in your Google search results, online ads, streaming services, social media, email suggestions and even in your kids’ Quizlet flashcards.
In the marketing world, the evolution of AI is already changing the way we do things: the ways we communicate with clients, produce content and analyze information. We can even gain deeper insights into consumer behavior, which means more personalized and effective marketing strategies. Jason Piasecki, partner at B2B agency Revel, said that “AI is like Google on steroids with a personality.” The potential benefits are myriad, but concerns are real too.
We’ve all heard the examples of AI use that’s sketchy at best: recruitment software that favors male candidates because they’ve historically been in relevant positions more often, plagiarism and intellectual property issues galore, disinformation spreading that leads to conspiracy theory growth and much more.
There is a greater need for transparency and accountability when it comes to using AI. Consumers are becoming more aware of how their data is being used, and they demand honesty and integrity from brands. For example, “77% (of customers) are more likely to trust companies that have policies on how to use AI ethically,” MetLife CMO Michael Roberts said to Forbes.
Let’s explore AI ethics and the best practices for responsible usage. Here are some general guidelines for marketers to build trust with your clients and customers.
Be Transparent
Transparency is key to building lasting relationships with clients and customers. Gain explicit permission for AI use and be open and honest about how and where AI is employed. Clearly communicate with your customers and clients about AI’s role in your processes. This level of openness not only fosters trust but also shows your commitment to ethical practices.
We’re taking this opportunity to tell you that we actually asked ChatGPT what its own No. 1 guideline would be for using it ethically, and it said transparency:
“The most important guideline for marketing agencies to use AI ethically is transparency. Marketing agencies should be upfront about when and how AI is being used, ensuring that consumers are aware when their data is being collected and how it will be utilized. … Transparency fosters trust and empowers consumers to make informed decisions about their engagement with AI-driven marketing efforts.”
OK, that answer sounds pretty good. And we’ve told you about our use of AI, so we’re on the right track! But that’s not all we should do.
Check, and Double-Check
When using AI, marketers need to go a step further to verify the quality of the work it produces. Just because ChatGPT wrote you some copy doesn’t mean that copy is accurate, just as everything you read on the internet isn’t true. What’s more, there’s a real possibility that ChatGPT has plagiarized some of the copy it generated for you.
How do we combat this? For one, you can directly ask your AI to “show its work.” We asked ChatGPT how it generated the above answer, and it linked us to several reputable resources from marketing thought leaders. It also told us to verify everything independently. As the old journalism adage goes, “If your mother says she loves you, check it out.”
Hold Yourself Accountable
Accountability is crucial. If misinformation occurs, own up to it—don’t blame the AI. Taking responsibility for errors demonstrates your integrity and commitment to ethical standards. This honesty helps maintain trust and shows that you value your clients and customers. After all, to err is human, right?
Stick to the Rules
In today’s digital age, when AI programs change daily and the tech is always new, sticking to the rules can be tough. What rules? There is no global consortium, authority or regulation in this brand-new industry.
But trying our best to stick to the spirit of the rules is essential for ethical AI usage in marketing. Follow local and global laws about AI, data privacy and intellectual property as they arise. This not only ensures compliance but also builds trust with your clients and customers. Respect their privacy by implementing security measures to keep data safe, and always obtain consent before using any data.
Embrace these practices to leverage AI’s potential while maintaining high ethical standards and consumer trust.
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