In the digital age, brands face a daunting challenge: standing out from the online crowd. Since the inception of the internet, users have sought to discover and share remarkable content with their networks. However, in today’s landscape, brands struggle to gain visibility amid the sea of information. With search engines, social media feeds, and apps curating web content for users, the competition for attention has never been fiercer. This situation poses a particularly significant hurdle for smaller businesses and traditional brick-and-mortar companies looking to transition to the digital realm.
The temptation of AI-generated content
To alleviate the burden of maintaining a constant online presence, many brands are turning to AI-generated content. Human-created content is time-consuming and costly, while generative AI tools can produce articles, images, videos, reviews, and recommendations that closely resemble human work at a fraction of the cost. This financial relief allows brands to invest more in promotion and amplification, potentially reaching a wider audience. However, the convenience of AI-generated content is not without its drawbacks.
The flood of AI-generated content
As more brands adopt AI content creation, the internet becomes saturated with AI-generated content. This deluge of content makes it even more challenging for brands to capture the attention of consumers. Moreover, if multiple brands employ similar generative AI tools, their content may look and feel indistinguishable, leading to a landscape of monotonous and mediocre online experiences. In such a scenario, nothing truly stands out, diminishing the authenticity of brand-customer relationships.
The power of authenticity and human connection
Humans are inherently social beings who value personal connections, trust recommendations from people they know, and find joy in sharing with others. This fundamental aspect of human behavior extends to our roles as consumers. Online recommendations from trusted individuals carry more weight than anonymous web reviews. People are unlikely to trust AI-driven content over genuine human experiences, no matter how advanced the technology becomes.
Unlocking the potential of user-generated content (UGC)
Rather than relying on AI for content generation, brands should focus on leveraging the content their loyal customers and fans produce. User-generated content (UGC) consistently influences purchasing decisions more than brand-created content. However, the challenge lies in the fact that UGC is scattered across various social media platforms, review websites, messaging apps, and inboxes, making it difficult for brands to harness its power.
The role of In-house content teams
A robust in-house content team plays a crucial role in identifying and sharing the best UGC. They engage with content creators, making them feel valued and seen, while also encouraging their communities to produce more content. Strategies like suggesting themes or running competitions can stimulate UGC creation. Additionally, digital tools exist to help brands seamlessly integrate UGC into their websites, creating a comprehensive narrative that enhances authenticity and shared experiences.
In search of human experience
Consumers are already time-constrained and discerning when navigating the web. As AI’s influence grows, people are likely to reject inauthentic content and focus their energy on discovering and sharing genuine human experiences online. For brands, this presents an opportunity to double down on the power of authentic human influence.
Empowering human voices in the digital landscape
Brands can take proactive steps to encourage real people to share their real experiences via their digital platforms. By making it easy for customers and communities to create and share user-generated content on their websites, brands can become more discoverable and trusted. In doing so, they contribute to preserving the essence of the internet as a shared, human experience.
AI-generated content becomes more prevalent, the authenticity of human experiences will become an increasingly valuable commodity. Brands that embrace user-generated content and foster genuine connections with their audiences can distinguish themselves in an age where authenticity is under siege. By prioritizing real human experiences and stories, they can create a digital landscape that is not only more engaging but also reflective of the shared human experience that makes the internet a vibrant and meaningful space.
