20 Important Tips For Leveraging AI In Content Marketing

With the question of how to harness the immense power of artificial intelligence in a safe and responsible way looming large, organizations around the world are contemplating the best ways to ensure the proper use of AI and mitigate possible drawbacks. While marketers, in particular, have eagerly embraced AI in numerous areas, including content creation, many B2B brands don’t have guidelines in place regarding AI-generated content.

Although marketers might realize that early adoption of AI comes with increased risk, they may not understand—or even be cognizant of—the potential negative consequences of using it to create content. Here, members of Forbes Agency Council each share one important thing marketers who are planning to leverage AI in their work in the upcoming year need to keep in mind.

1. Carefully Plan Input And Review Output

Artificial intelligence should not be considered a way to replace strategic thinking and processes. Ultimately, there are still limitations in conveying things such as sentiment and tone. So careful planning is still needed at the input phase, and the careful review of output should still be top of mind. – Seth Hargrave, Media Two

2. Don’t Oversell The Use Of AI In Your Work

Artificial intelligence is no substitute for actual intelligence. AI needs a real human to curate and guide the output. Overselling the use of AI can devalue your work—clients may think that if the creative was developed by a bot, they shouldn’t need to pay a premium for it. It’s imperative that creative agencies inform clients that they use artificial intelligence as a multiplier of actual intelligence. – Jon Sneider, Wild Gravity

3. Consider How AI Can Help Deliver Content

Marketers should think beyond how AI can help them create content and explore how it can also help them deliver it. For example, AI can dynamically optimize content in real time based on user interactions with a website, creating a more personalized and engaging experience that will ultimately drive product sales. – Jenni Smith, EGR International

4. Prioritize Transparency And Ethics

Make sure you are maintaining human oversight and that you are transparent about when AI is being used and when it is not. Human editors and content creators should review and fine-tune AI-generated content to ensure it aligns with the brand’s tone, values and objectives. – David Kley, Web Design and Company

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

5. Never Upload Sensitive Info Into A Public LLM

A quick tip is never to upload sensitive information into a public large language model such as ChatGPT. Even if you are not under a nondisclosure agreement with a client, uploading proprietary information is inappropriate. If you need that report summarized by AI, toggle the function in the settings to keep the data safe. – Sara Steever, Paulsen

6. Use Non-AI Content As A Source

As consumers lose trust in content that could be AI-generated, conversational content will become more valuable. Content featuring people’s faces and unscripted responses will begin to rise in popularity. Conversational content such as video- and audio-only podcasts will pivot to become the source of content rather than the end result. Search engines will reward this SEO-rich and original content. – A. Lee Judge, Content Monsta

7. Add Your Own Unique Human Voice

Always remember the human touch. Regardless of whether it’s for B2B, B2C or any other purpose or manner in which you use AI-generated content, review it for tone, clarity, brand voice, accuracy, spelling and grammar. Most importantly, edit and add your own unique human voice to it. – Rebecca Kowalewicz, Clearbridge Branding Agency

8. Leverage AI As A Tool

AI is a tool, not the answer. Eventually, we may (are likely to) get to the point that AI understands content relevancy and content strategy from a macro standpoint better than we humans do. Until then, it’s up to us to drive the machine, not the other way around. – Bobby Steinbach, MeanPug Digital

9. Check Every Fact; Question Every Conclusion

Always keep in mind that LLMs hallucinate. So don’t get lulled into complacency by well-organized content. Check every fact. Review every cited paper or source. Question every conclusion. And don’t look to LLMs for innovative thinking. For that, you still need a human brain—at least for now. – Robert Finlayson, Bold Marketing and Communications

10. Shift Focus From Writing To Data And Research

AI-generated content is creating a huge ballooning of content online, which is requiring search engines and users to wade through a monstrous amount of regurgitated fluff. This challenge presents a unique opportunity: Leverage AI with expert insights and research-based data, and the end outcome is powerful content that will perform. Shift the focus from writing to data and research. – Zamir Javer, Jumpfactor

11. Use The ‘4 P’s’ To Build Transparency And Trust

Build the infrastructure for transparency and trust into the content supply chain with the “4 P’s.” “Privacy”—treat data with sensitivity and do not use it to train LLMs. “Prompts” should be engineered and stored in the workflow. “Production” tools need to be vetted for commercial use. Lastly, “Provenance”—tag content with a manifest of the creator’s metadata. – Ray Lansigan, Publicis Groupe

12. Ensure Your Brand’s Unique Voice Isn’t Lost

While AI can craft content for B2B marketers, it lacks the nuanced understanding of brand values and empathy that resonate with audiences. As AI shapes your messaging, maintain a strong human oversight to ensure your brand’s unique voice and ethical considerations aren’t lost in the automation. This balance will keep your brand relatable and trustworthy in an increasingly AI-driven landscape. – Merag Shahzad, impaktful

13. Remember That Machines Can’t Replace Skills

AI is a tool of enablement; it helps us execute work more efficiently. Within this technological frontier, it is critical to remember that regardless of how technology evolves, it will always come back to people. Skills such as critical thinking, judgment, subject matter expertise and the ability to strategize our actions cannot be substituted with machines. Technology is an enabling factor rather than a replacement. – Kimberly Jones, Butler/Till

14. Know How Employees Are Using AI

It’s important for B2B companies to make sure they know how employees are using AI. There are legal repercussions for using trademarked information or original artwork (among other things) without permission. Consult an attorney for advice, and make sure employees know that generative AI will make things up, so they should always check sources. AI’s a very helpful tool for realizing efficiencies, doing research and generating ideas for content. – Megan Devine, cat[&]tonic (formerly d.trio)

15. Don’t Forget The Unique Value SMEs Bring

AI can’t replace the thought leadership and content that must come from subject matter experts within a company. It’s a helpful tool, but it’s best to start with the pain points customers are dealing with and to interview your SMEs to get their unique points of view. Customers want to follow SMEs who have personalities and compelling ideas. Don’t lose that unique brand value! – Kathleen Lucente, Red Fan Communications

16. Protect Brand Reputation And Ensure Client Safety

Just because a brand can use AI for something doesn’t mean it should. AI applications must be additive to the overall customer experience. Trying to force it where it doesn’t belong or using it in ways that the business just isn’t ready for yet can create risk. Marketers leveraging AI in 2024 should keep humans closely in the loop to protect brand reputation and ensure client safety. – Josh Campo, Razorfish

17. Train AI Tools On Brand Tone And Style

AI-generated content should align with the brand’s voice and messaging. Consistency is key in building brand identity and loyalty. Marketers should ensure that AI tools are adequately trained to reflect the brand’s tone and style. – Seth Geoffrion, Vrrb

18. First Understand How An AI Tool Works

While using AI, my team and I focus on deeply understanding how a tool works and what algorithms drive it and then on finding the most efficient way to implement it. For example, we know that ChatGPT is not great with logic, providing generic content if asked to independently produce materials from scratch, but it is amazing as a brainstorming partner to help develop original ideas and strategies. – Kate Vasylenko, 42DM Corporation

19. Own Your IP; Ensure AI Tools Comply With Laws

The importance of intellectual property ownership cannot be overstated. When marketers use a free tool for AI-generated content, the data and modeling provided are often unprotected, benefiting the tool’s owner and making the results accessible to other companies or competitors. To prevent this, companies must own their intellectual property and ensure their preferred tool is in compliance with legislation. – Thomas Zawacki, Data Axle

20. Add AI Guidelines To B2B Brand Content Guidelines

AI guidelines should be an inherent part of B2B brand content guidelines, which should be the North Star for the content production process. The B2B brand content guidelines determine the quality of the content, tone of voice and attention to detail. The actual content production is a human responsibility, whether it is produced solely by humans or as a collaboration between humans and AI. – Oksana Matviichuk, OM Strategic Forecasting