AI is revolutionizing advertising at an amazing rate of speed.
Marketing teams have access to tools to create ad copy, images, videos, campaign ideas, social media posts, and personalization all in just minutes.
It makes creative development both faster and cheaper.
However, there is one additional challenge.
If everyone has the ability to create amazing ads, then how does any brand differentiate itself?
Perhaps the future answer will be through building trust.
Advertising Is Becoming Abundant
Traditionally, the creation of professional advertising meant working with designers, copywriters, videographers, marketers, and agencies.
Generative AI technology is turning that process on its head.
Even a small business can create many different campaign concepts within minutes. A larger company can create more content at an even greater scale.
The more accessible this technology becomes, the more ubiquitous professional advertising will become.
And when something becomes ubiquitous, it becomes less of a competitive advantage.
More Content Doesn’t Equate to More Trust
Consider your own social media feed filled with AI-generated advertisements.
Each image looks polished.
Each headline is optimized for impact.
Each video is engaging.
Ultimately, those become the new norm.
"Can I trust this brand?"
An ad can make a promise.
The product and consumer experience should fulfill it.
Experience Creates Trust
An ad can be created in a split second.
An organization cannot create decades of good customer experience in a split second.
When a company promises quick support, customers will notice if it was quick enough.
When a company claims its product works well, customers will assess it.
When a company claims its commitment to being transparent, people will see how it acts.
Marketing sets expectations. Customer experience creates trust.
AI Can Increase the Value of Authenticity
It is curious, but true.
The better AI gets at creating authentic-looking advertising, the higher value authentic signals can get.
People may start asking more and more questions like the following:
Is this statement backed by facts?
Is this really a customer experience?
Does this product do what it does?
Is this organization backed by real expertise?
Can I trust this business for more than just its marketing?
It does not mean that organizations should give up on AI.
On the contrary, AI can facilitate communication of something real.
How AI Can Enhance the Customer Experience
In fact, the use of AI technology may enhance trust by improving the customer experience.
It can be used to:
React to customer queries quickly
Analyze feedback
Provide personalized recommendations
Detect recurring issues
Generate educational content
Test marketing initiatives
Automate workflow processes
What needs to be considered is the difference between utilizing AI in order to improve reality and creating an illusion of improvement by means of AI.
Loudest Brands Won’t Always Prevail
When the cost of content production decreases, the amount of produced content does not automatically lead to success.
A company can post numerous articles on a regular basis, yet find it challenging to establish loyalty.
People do not always need more advertisement.
They need more reasons to trust.
A reputable brand has some advantages which cannot be gained simply by generating AI content: its reputation.
What Marketers Should Pay Attention To
With AI taking care of production-related tasks, marketers will have more time for the following:
Credibility – back up claims with facts and expert knowledge.
Consistency – provide customers with the experience that aligns with brand promises.
Customer experience – develop products and services that add value.
Authenticity – Use AI while leaving the human touch.
Relationships – Focus on building relationships rather than impressing.
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The Future of Advertising
Advertising is not going anywhere.
In fact, there could be even more of it than before.
However, AI might be used to create fewer ads than now.
When anyone can afford to create a fancy ad campaign, those things that can’t be easily created are of greater value:
Trust.
Reputation.
Authenticity.
Customer loyalty.
AI may produce attention.
AI won’t produce instant credibility.
Closing Thoughts
The future of advertising might not go to the brand with the most attention-grabbing ad.
It might belong to the brand people already trust.
AI is going to make advertising faster, cheaper, and more personalized. However, if everyone can create great ads, competitive advantage will come from that which cannot be created instantly by a prompt.
AI produces attention. Trust produces loyalty.
And consumers might find themselves asking a different question.
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