The article discusses the transformative impact of artificial intelligence (AI) on marketing and communications, emphasizing the need for ethical considerations. As AI tools proliferate, professionals are encouraged to navigate these changes by ensuring human interaction, being transparent about AI's role, and establishing guidelines for use. Recommendations include treating AI as an enhancement rather than a replacement, competitive disclosure practices, and implementing diverse review processes. By fostering transparency and accountability, brands can safeguard trust and engagement among consumers.
AI should be used as an enhancement, not a replacement. Smart communications and marketing professionals will use it as a way to make their lives easier, help spur creativity and enhance their own skills.
Disclosure is no longer just an ethical decision. Today's consumers demand accountability, with our research showing that brands need to do more to combat misinformation than they already are.
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