As we meet and consult with a variety of clients, we've noticed a growing number relying on ChatGPT and other LLMs (large language models) to provide insights on market analysis, product development, and even overall strategy. This would, on the surface, appear to be a judicious use of technology to accelerate workflow and catalyze innovation in a cost-effective way.
However, when it comes to strategic development and marketing, we are seeing companies of all sizes and dispositions, and across industries and geographies, leaning hard on AI and LLMs to produce their front-facing customer-forward copy and other social media.
While we affirm the value proposition that AI brings for businesses in terms of marketing insights, content development, and broad strategy, we also want to urge restraint and caution when it comes to heavily using AI and LLMs for this very purpose.
Accessing the latest and greatest LLMs and AI models is a pay-to-play scenario; all the major AI providers require a monthly subscription if you want to keep up with the most advanced AI. From what we've seen, many companies think their content creation needs are already sufficiently met by the free tier offered by the likes of Google or OpenAI. However, AI models tend to be several months out of date when it comes to current contemporary issues and affairs, so their cultural relevance will always be behind your customer. For example, leading LLM ChatGPT's data set is at least several months old, if not years. This 'currency lag' will be further compounded by the use of the free tier.
Furthermore, since many companies and their direct competitors are relying strictly on AI, then any branding insight, marketing strategy, or content derived from it will be flat, monotonous, and bland. It will be harder to stand out from the ever-growing competition both online and offline.
AI-generated content will essentially become generic social media posts. It is highly likely that such posts will be ignored next to custom, data-led human-curated content, which in turn will be recognized and appreciated quickly by consumers given its distinctive, non-machined flavor.
One simple example is your content plan. We at Onside value the conversation and engagement that your content can generate over and above the initial piece of content itself. This is our distinctive value proposition - we can track and analyze how the content is landing with your intended audience. Content is not an end, but a constantly evolving relationship with your target customers. It's just one dimension in the strategy you need to build, maintain, and scale your business.
Imagine the impact of having a cookie-cutter strategy leading your business growth, an off-the-rack marketing plan to create a customer base, and an off-brand approach to building your own brand. There is too much at stake to hang your company's future on a free black-box AI model. This is why we take the data-led, human-curated approach to your strategy so seriously.
An AI-generated marketing strategy alone will not replace the power of partnering with AI, and data-led insights will edge ahead of any pure data play. Onside's two proprietary indices can give you this advantage over and above a simple reliance on AI and LLMs. Our first index identifies where audiences are most engaged in topics related to a product or service, while our second index reveals where they are most curious. The former is indicative of current engagement, while the latter offers predictive potential to show what your audience is looking for next.
Onside is your bridge between data-led insights and the untapped audience you seek. Using our proprietary technology, we can help you find, create, and lead the smartest conversations in your space with a bespoke branding, marketing, and content strategy. We'd love to support you! Drop us an email at info@onsidecontent.com.
