By Thiago Muniz
You are driving a car on a deserted road on a very hot day. It’s a place with people miles away. Your gas runs out and your car stops in the middle of the road. Normally a person in this situation would be worried, but you take a deep breath, get out of the car, grab a gallon of gasoline from your trunk and… you simply open the gallon and spill gasoline all over the hood of the car.
You knew what you needed to do to not stop halfway, but in the end you made a very wrong decision. This is what happens when you don’t use the right principles to build messages in a world where producing content has become a commodity.
The hot day and the wrong decisions: how artificial intelligence can hinder your sales.
Artificial intelligence tools like GPT Chat, among others, creates content based on existing content. It’s entirely possible that, while you’re reading this text looking for how to differentiate yourself from your competitors, at least one of them is already using a tool that can quickly copy your company’s marketing material.
Analyze a page on your website, your social media posts and even how your sales team sells to copy benefits, speeches and how you talk about the pain points you solve. Google recently updated its algorithms to recognize 100% AI-generated content as spam (artificial intelligence) that is a mere copy of other content. When we choose to generate 100% approaches using AI tools we are creating the format of electronic waste.
The car ran out of gas: why will message building become increasingly important?
The organic reach when we publish and do not pay for the public to see our brand on social networks, is extremely small and even in those networks where there is still reach without investment, things are becoming increasingly difficult.
Doing lives and having a large audience, building free e-books that will be downloaded, the famous digital magnets are less and less working in a world where everyone repeats the same formulas. Young people use TikTok more to search than Google. This is the time when the gas stops in the middle of the road and you get worried. Artificial intelligence will become as common as electrical energy and will facilitate the mass copying of content and strategies.
Even with the advancement of technologies such as artificial intelligence, companies still need to keep in mind the importance of creating content that generates empathy and captivates the user. Source: Getty Images
At some point, the gas could run out in your market: either because your acquisition channels have become saturated, become expensive or because your audience has migrated to another channel because everyone is massively copying each other and generating dull content in that environment.
How to avoid making the wrong decision: what to do to build better messages.
When we create content and approaches with internal data, using your intellectual property, even if any material is visible to the competition and easily copied, it can become useless. Coca-Cola vs Pepsi, McDonald’s vs Burger King: would it make any sense, if even with the biggest marketing and technology investments, any of these brands simply copied the content of another competitor?
Telling stories and building a brand narrative in a striking way allows your company to build a sustainable competitive advantage.
The power of the increasingly individual brand will be the great fuel to stay relevant and, at the right time, put the fuel in the right place to keep moving. Generating empathy with the public is the decision that prevents your strategy from “stopping halfway”.
To conclude: imagine two platforms that support the creation of materials and that can generate different forms of content, such as images, videos and text. Technically, the solutions are close, but one is used by an unknown design tool and the other is from Adobe, which in an integrated way connects insights from the company’s various creative solutions, collaborating during its creative process in an increasingly assertive way.
Adobe uses its own data, constantly updated by users around the world, who have trusted this brand for years to train its AI to increasingly suggest what can be done to designers and videographers. It is not impossible to think that the other company could even have more resources, functionalities that theoretically shortened the work.
But how could this other company with a smaller base and fewer proprietary resources compete with Adobe’s ability to differentiate and update? Internal data, intellectual protection and brand strength are the great foundations for building messages in a more competitive world due to AI.
CEO of Previsível Revenue in Brazil, advertiser Thiago Muniz has a postgraduate degree in Business Management and Competitive Intelligence from ESPM. He has a 14-year career in the digital market, specializing in sales, marketing and technology. For around 10 years, he has been teaching MBA and undergraduate classes at some of the most renowned teaching centers in the country, such as: Fundação Getúlio Vargas (FGV) and the Postgraduate and Undergraduate Institute (IPOG). He has experience in Spain, at the IEBS School (Business School of Innovation and Entrepreneurs, in Portuguese).