AI is among the most impactful new technologies for many businesses, but its effect on the marketing industry is more extreme than most. AI tools touch nearly every part of the marketing workflow. They can assist in content creation, generate social media posts, automate and manage email campaigns, and even make themselves known in internal company communication. AI has become such a prominent player in marketing that it's begun to create its own set of problems.
Marketers understand that a consistent brand voice is an important asset that takes sincere effort and time to cultivate. It can be hard enough to keep this voice consistent with human writers. Writers bringing AI into parts of the process where it does not excel is a new, quick way to throw a brand voice out the window. Marketers have discovered the need for comprehensive AI detectors to keep their workflow human-based.
An excellent AI Detector, which assesses whether content aligns with a brand's voice and avoids overreliance on automated content generation, can help a marketing team keep its tone focused. It's essential in balancing AI's potential and the need to maintain a human brand identity. As the technology further develops, AI detectors are able to help with just that.
AI in Marketing: A Great Tool That Can Overwhelm Your Brand
It is easy to see why AI has become a go-to resource for teams aiming to improve productivity and scale their content creation. Regarding time-consuming tasks like automating emails and organizing projects, AI tools can speed up work and keep content creators focused on their more creative tasks.
However, AI's mimicry of human writing often falls short of marketers' needs when generating full-length articles or short-form writing for social media or emails, usually to maintain a consistent brand voice.
The problem lies in nuance. If carefully managed and skillfully overseen, AI writing can generate accurate, coherent, and interesting content. Still, when it comes to the authenticity of a brand's carefully orchestrated voice, That falls just a little outside the strengths of artificial intelligence.
When it comes to a marketing brand's voice, those "little" nuances are the meat of marketing campaigns, where skilled marketers work to generate strong relationships between brands and target audiences. Good content that doesn't strike the right content is, as far as marketing goes, not good enough. If it doesn't resonate with the audience, it does nothing.
You and your marketing team have meticulously designed your brand guidelines to ensure your content communicates a cohesive message regardless of the creator. Your guidelines define your language style, tone, values, and the narrative framework that works for your brand or campaign.
For you, this means casual language, pop culture references, or even intentionally unfunny jokes, or perhaps it means focusing on refined, elegant phrasing. Either way, an AI imitating you is only imitating you, and the authenticity makes the entire project work. AI needs a little extra help to do that.
This isn't even mentioning the kind of copyrighting and ethical concerns that you, your clients, your audience, or authorities might bring to your attention if a team member uses AI when they shouldn't. This is a significant concern in all contexts, with current and future implications in the air. At the very least, if a content team member uses AI, you deserve to know about it.
AI Detectors: How They Work and Why They Matter
An AI detector is an AI tool that protects you from overusing AI tools. It uses advanced algorithms to analyze text and determine its likely origin, whether it appears human or was most likely machine-generated. There's no magic to this. It looks at the words used and stylistic and linguistic choices for telltale signs that an AI has been involved with content generation. The kinds of giveaways it will find will have to do with sentence structure, the variety of vocabulary, repetition of phrases, and rhetorical patterns.
The first objection to AI detectors is the possibility of a false positive. This might be a big problem in some industries or academia, but remember what an AI detector looks at. If some of your content is running afoul of an AI detector, even if it is being flagged in error, it tells you that this content reads like an AI wrote it. Theoretically, that would be an alert that something has gone wrong with your brand voice, whether written by an AI or a human.
In this way, AI detectors can serve as a broad quality check. Like other AI tools, an AI checker must be used with mindful care, skill, and oversight to understand what it's checking and trying to tell you. Regarding your marketing team's quality control, an excellent AI detector can help you see if an AI tool (or even a human writer) consistently creates content that doesn't suit your brand voice.
The feedback provided by detectors can help teams refine their approach over time. If an AI detector consistently flags your content, you can adjust your strategies or fine-tune your AI models to reflect your brand's voice better.
Make Sure Your AI Is Working for You
AI is becoming an increasingly common tool used in many different industries. As AI technology evolves, businesses must grow to keep up with the changes. AI detectors can serve many practical purposes for a marketing team. Their primary use is to help you ensure that AI is only being used where it's meant to be. They can also serve as a quality control check and a tool to inform your content creators of their writing choices and what makes a brand voice work.
Optimizing your workflow with the most advanced tools will mean balancing using AI tools and the oversight needed to connect your human audience with an authentic brand voice. This might take work up front, but just like with any worthwhile AI tool, properly learning to use an AI detector will pay off in efficiency and quality.
