Artificial intelligence is already a protagonist in many digital marketing strategies, optimizing campaigns, personalizing communications, and accelerating results. However, one of the main challenges faced by brands is using this technology without sacrificing their unique and authentic voice.
While AI allows for scaling content and automating interactions, today's consumer values authenticity. According to Edelman Trust Barometer 2024 survey, 81% of people say they need to trust a brand to decide to buy from it. This means that more than efficiency, it is necessary to maintain humanity in communication.
"It's not about choosing between technology and humanity. The key point is knowing how to use artificial intelligence as a means to enhance creativity, not as a substitute for it," says Raphael Lassance, a Growth specialist, partner, and mentor of Sales Clube, the largest sales community in Brazil.
The use of AI in digital marketing should follow some guidelines to maintain the authenticity of communication. AI is a powerful tool for scaling, testing, and optimizing. But it is necessary to have a well-defined stance and ensure that the brand's voice is always present, even in automatically generated messages. What creates connection are human emotions, and this still cannot be automated.
Below, Lassance highlights five essential practices for those who want to use AI strategically without losing the essence of the brand:
- Clear tone of voice guidance:The tools need to be fed with the brand's values and language. Without this, they run the risk of generating generic and impersonal messages;
- Active human curationEven with automation, the human eye remains essential. The review of texts, images, and interactions ensures empathy and sensitivity in messages;
- Content with purpose:Using AI to accelerate content production is valid, as long as the materials have real utility for the audience. Superficiality undermines trust;
- Data as allies of empathy:The tool allows for in-depth analysis of behaviors and interests. Using this information to deliver value, rather than just selling, is what builds relationships;
- Responsible testing:AI facilitates the creation of campaign variations, but it is essential to constantly assess the impact of these variations on brand perception.
The combination of artificial intelligence and digital marketing is expected to become increasingly sophisticated in the coming years. But for this to generate real value, it will be necessary to remember that, in the end, we are still talking to people. And people connect with stories, not with robots.
