There’s no doubt about it: generative AI platforms are becoming ubiquitous in the modern marketing landscape. From AI-generated event flyers to Gen Z’s new favorite search engine, large language models (LLMs) like ChatGPT, Gemini, and Claude are beginning to overtake nearly every industry. Talk to many creatives and you’ll find an underlying sense of anxiety about what generative AI usage may do to both their vertical and their individual livelihoods – and as a creative industry, marketers are no different.
But at H3 Marketing, we’re putting a stake in the ground right now: authenticity and originality come from human-generated work, and you’ll never get an AI-generated piece of design or content from us! At the same time, we’re keeping abreast of how consumers engage with AI products, and that means integrating these tools into our services. Read on to learn more about how businesses are learning to live in the age of AI.
How does AI impact traditional search?
One of the biggest impacts of generative AI platforms is that they are increasingly being used as search engines, supplanting search tech like Google or even social media. This development means an enhanced approach toward search engine optimization, or SEO. SEO is a longer-term strategy that optimizes your website for platforms like Google or Bing, ultimately helping you show up more often on results pages. Depending on who you’re talking to, the AI version of SEO can be referred to as AIO, AEO, LLMO, or GEO. (Don’t worry – we’re settling on AEO at H3 Marketing.)
The great news is that traditional SEO best practices are still very important: descriptive content with relevant keywords, well-structured site maps and headline hierarchies, detailed metadata and alt text, and so on. AEO takes things a step further to more effectively speak to LLMs in their language – and the language that humans are using with them. Think bullet points, informal questions, and immediate answers.
The downside? No two LLMs are the same, and many are tight-lipped about what tactics truly make a difference. For example, Claude may prioritize content structured one way while Google prioritizes another layout. We’re continuing to research and rework our offerings to better help our clients take advantage of AEO!
Can I use AI logos and graphics to save money?
Of course you can. But to paraphrase the great Dr. Ian Malcolm in Jurassic Park, just because you could does not mean you should. First, consider your audience. Consumers are becoming so inundated by AI-generated event flyers, menus, and logos that they’re tuning it out. Every asset looks the same – not just within your own business but also compared to every other business out there that is using the same kind of generative imagery. It sacrifices brand distinction and the personal touch that you want people to associate with your business, regardless of industry. Some consumers are even becoming so tired of AI art that they will avoid businesses that use it!
Instead, whenever you’re in need of visual design or written content, turn to human experts. Not only do humans have a better understanding of your business, your brand, and your audience than a machine does, but human-made content is rapidly becoming a differentiator. It shows you pay attention to detail, listen to your audience, and put your business’s best foot forward. Don’t sacrifice brand integrity for a quick ChatGPT graphic; your customers will thank you for it.
What are some dos and don’ts of using AI in marketing?
When everyone is equipped with the same tools, it can be easy to think you can do everything yourself. But success always takes a team, and that’s true for your business as well. Here are some dos and don’ts – straight from your marketing experts – for how AI might be used in your business.
DO:
- – Think critically about AI answers. Does the projection track? Does the recommendation make sense? AI is not infallible and you know your own business landscape far better than it does.
- – Use it as launching point for brainstorm sessions. AI is great at spitting out concepts in bulk, so you can whittle down irrelevant ideas and add some of your own that it may spark.
- – Meet your customers where they are. Even if you don’t use AI as a search engine in your daily life, lots of consumers do, so it’s key to get in on the ground level of this new tactic.
DON’T:
- – Take AI answers as gospel. LLMs draw in information from all over the world, and they can’t tell what is true, false, outdated, or satirical. AI will never give you an answer tailored perfectly to your situation in the way a human expert can.
- – Use AI ideas as a stopping point. While it can be a great way to get the ball rolling, you’ll need to keep brainstorming and adjusting concepts to make them fit your niche. A dime-a-dozen AI logo will never have the same impact that a brand created just for you will.
- – Get left behind. The AI landscape is changing rapidly, both in terms of technology and how consumers are willing to engage with it. Never be afraid to do your own research and ask us more questions about AI in marketing!
In sum, generative AI is simply a tool – just like your keyboard, your computer, or your phone – and nothing more. Like all tools, it needs time to develop into an optimized form, and in turn, everyone still needs time to hone their skills and understanding when starting to use a new tool. Let the experts handle it for you and always remember the value of true human touch.
If your marketing needs some human oversight, it’s time to close out of Gemini and call our team at H3 Marketing. We’re always here to help customize your strategy, share guidance, effectively reach your audience, or just have you in the office for a coffee chat. Can AI do that?
