AI Vs Authentic Marketing in 2024

We recently read over Brandwatch’s 2024 Digital Marketing Trends Report and came across two competing trends: the growth of AI in marketing and the rise of authentic marketing. Below we’re going to share some of the findings from the report, as well as some of our own thoughts on the topics.

AI in Marketing

For the last few years AI in marketing has been on everyone’s minds and lips. Dominating platforms like LinkedIn and X (Twitter), it has more than become a daily iteration. Many businesses have welcomed the change, adapting to new ways of working and a recent Brandwatch survey showed that 92% of respondents pointed to the imminent integration of AI in marketing as the #1 trend for 2024. Additionally, since January 2020, both searches and social mentions have hugely increased.

As such, many businesses have begun adopting new ways of working alongside AI, helping to shorten time-consuming tasks, get the ball rolling creatively, and more. In one X post, Marwa Chrief discuss how marketers are getting back up to 2.5 hours a day with the support of AI and automation tools, and detailed how AI is used in modern marketing:

22% are using AI for idea generation and getting the ball rolling.
48% are using it to conduct research and gain basic knowledge on new topics.
32% are using it to gain new skills and techniques.
37% are using it to help automate time consuming SEO tasks.
45% are using it to help generate ideas for content.
89% of marketers say AI is improving their content.
21% are using it to repurpose long form content into shorter pieces for social media.
31% are using it to create engaging social media content.
28% are using it to build smarter mailing lists based on behavioural criteria and data from past campaigns.
37% are using it to optimise underperforming old content and boost keywords that it's no longer ranking for.

Generative AI Concerns

Generative AI is certainly revolutionising marketing by enhancing efficiency and creativity, offering tools that streamline tasks like social media content creation, personalised website content, and visual design. However, Brandwatch reports that this innovation also raises concerns about ownership and copyright, as AI tools often claim partial ownership of the content they generate, leading to potential legal challenges. Additionally, unregulated AI usage can involve ethical issues, particularly when the AI incorporates others' intellectual property. So, for brands who use AI regularly, it’s important to cite all sources, ensure you state when ideation may not be entirely original and clearly navigate this new landscape morally.

Voice Cloning & Chat Bots

Since May 2023, searches for “AI” and “Voice” have been at an all time high with a consensus among marketers that voice clones can help them:

Save time by turning multiple scripts (Zoom chat and call transcripts for example) into lots of content, like blogs and social posts.
Encourage creativity and personalisation: Marketers can do voice overs on their video and audio material without having to re-record themselves after the first time.
Work in more languages.

Voice cloning is predicted to take a more intricate role in marketing, specifically content creation and social media strategy. New developments are expected to match a client’s tone of voice and assist in creating voice overs and content. Comparatively, some consumers are voicing their concerns over the possible misuse and careless use of voice cloning which could result in using someone’s voice without their consent.

Our thoughts

There is going to be no stopping AI developments, and no matter how you feel about it, you’re going to have to use the tools in some capacity. Whether it's for personal use to make your life easier as a marketer or using chatbots during your booking process or purchasing journey. While there are still some hiccups to be addressed in plagiarism, intellectual property and consent, AI is definitely not going anywhere.

AI Antithesis: Authentic Marketing

Comparatively, alongside artificial intelligence, Brandwatch reports that they expect to see a rival for more authentic marketing, appealing to sceptical consumers who aren’t in favour of AI. According to their report, 56% of consumers agree that human-to-human marketing is expected to dominate in 2024 as a response to the growing influence of AI. Suggesting that although artificial intelligence itself isn’t necessarily inauthentic, it is causing consumers to question what is truly human-driven. As a result, customers are increasingly seeking genuine, authentic connections.

Why is this important?

Consumers feel that a connection to a brand is incredibly important. We can see examples of this in social media presence with consumers regularly applauding the accounts of RyanAir, Aldi, Lidl and Monzo for the way they communicate across their platforms and the personality they convey.

Furthermore, 86% of consumers consider a brand’s authenticity when making a purchasing decision. Additionally, 66% of consumers believe transparency is one of the most attractive qualities of a brand. To deliver this, brands need to be more authentic in every area of their presence. We know UGC works incredibly well because of its authenticity, so we can see how implementing more authentically created content, copy and service can be extremely beneficial. Consumers want brands that consistently showcase their values in every aspect. For instance, while AI customer service may save time, incorporating human driven experiences, such as personalised customer service, will likely result in more positive feedback than relying solely on AI’s automated systems.

To appeal to those who crave the human approach, brands need to emphasise authenticity by delivering quality content created by marketers with the consumer in mind. Today’s consumers, especially savvy Gen Z, are quick to recognise inauthentic marketing efforts. Regardless of your target demographic, ensure that the content you share online genuinely represents your brand and prioritises human connection. This strategy is crucial for fostering authenticity and building meaningful relationships with consumers.

Examples of authentic marketing

Oatly

Oatly published a whole website of the brand’s most notable controversies named fckoatly.com. The site also directly addresses all the negative things you might see about the brand and its products and directly addresses them. Not only is it bold, but its refreshingly honest and has been well received online because of it.

Surreal

Protein cereal brand, Surreal, originally began posting incredibly authentic content and ads about their product with what seemed like 0 budget, see here. Looking at their posting, this could not be further from the truth, Surreal has an online approach that combines humour, honesty and some recent collaborations that have seen their brand take off. From partnering with GymShark to jumping on the back of the Brat Summer phenomenon, their brand is both exciting and authentic.

Wrapping up

As AI continues to revolutionise marketing, it is clear that its integration will be a dominant trend in 2024 with businesses increasingly relying on AI to enhance efficiency, save time, streamline content creation, and drive innovation. However, this growing dependence on AI also brings concerns about copyright, intellectual property, and the authenticity of brand interactions, particularly as AI generated content becomes more prevalent. To address these concerns, there is a rising demand for human-to-human marketing, as consumers seek genuine connections and authenticity in their interactions with brands. The need for transparency and the importance of showcasing brand values across all aspects of a business is more crucial than ever. While AI will undoubtedly play a significant role in marketing's future, brands that balance the two trends to deliver technological advancements with authentic, human-driven efforts are more likely to see greater success in building trust and fostering long-term relationships with their consumers.

Looking ahead, we expect a more nuanced approach to marketing, where the integration of AI is balanced by a strong emphasis on authenticity, ensuring that brands resonate with an increasingly discerning audience.

Our tips

Balance is key, look to use both new AI tools and authentic marketing that delivers accurate information with a recognisable and authentic brand voice and image.
Social media is where authenticity flourishes. Behind the scenes, allow automation and AI to reign supreme, but publicly, your brand needs to be on the latest trends, delivering a human approach and meeting the needs of consumers.
Use AI as a starting point to get ideas rolling. Relying solely on AI for some things (like automation or scheduling) is fine, but if all your creative ideas are AI generated, you’re going to run into problems down the line. Cover your back now and get into the habit of using it solely for inspiration, allowing your own ideas to grow through AI’s assistance.