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How marketers can navigate the negative pitfalls of generative AI


Generative AI has undoubtedly emerged as one of the hottest talking points in recent times, not least in the realm of marketing.

Tools like ChatGPT and DALL-E are now capable of producing content including text, audio, video, and images. By entering the right prompts, marketers can use AI to generate content instantly based on the patterns that it has learned from input data. When used well, it can create highly engaging content while ensuring that campaigns remain dynamic and capable of adapting to evolving market conditions.

Nevertheless, it can be a challenging situation, too. Generative AI is littered with potential pitfalls, not least because it is still very much in its infancy. Therefore, marketers must make it their responsibility to navigate those issues when stepping into the world of Gen AI. Here’s how:

Stay ahead of the latest marketing trends

Firstly, generative AI is only one of several exciting developments of recent times. Therefore, marketers should actively follow digital marketing insights across the full spectrum to stay ahead of the competition. While integrating Gen AI into their strategies will help, understanding everything from copywriting trends to PPC, video marketing, and voice search marketing will be equally key.

While generative AI is a wonderful tool, marketers should avoid becoming overly reliant on it. After all, human ingenuity remains the key to engaging audiences and resonating with prospects. When marketers have their finger on the pulse regarding digital trends as a whole, their implementation of Gen AI will likely improve as a result.

Stay original

Generative AI creates content based on the datasets it has learned, which naturally come from a variety of sources. Unfortunately, this does present another challenge in relation to originality and plagiarism. For example, generated articles and social media posts could very easily use the same ideas as existing content. Even when it doesn’t plagiarise, content may be deemed repetitive by readers.

Failing to engage audiences due to content that feels outdated or unoriginal is one thing, but marketing campaigns also hit problems if they plagiarise. Online checkers can help marketers when they have used Gen AI tools for content. However, if images contain copyright IPs like characters, clearly it’s best to avoid publishing them.

Acknowledge the threat of bias

In addition to potentially generating content that breaks copyright laws, Gen AI can cause bias. The most common example relates to demographic bias. If the data it has been trained on shows a bias, generative AI systems will reflect this. This could result in content that either offends or simply ignores an audience. Whether that be based on age, gender, or race, negative outcomes will follow.

Bias has been highlighted by several examples over the past year or two. From presenting inaccurate content to not understanding cultural nuances, the problem is that AI does not have an emotional comprehension of the content it generates. As such, it can often become offensive through ignorance alone.

Avoid overusing AI

Frankly, marketers and marketing teams can no longer afford to ignore AI. As well as allowing you to maintain a steady flow of content even when short of ideas, it can customise personal experiences and overcome challenges like not having the right talent or tools to record audio/video content in traditional methods. However, consumers are smart and will know if you are using AI extensively or exclusively for your content.

Ultimately, successful marketing campaigns require a human touch. This is the key to developing a stronger brand persona that is underpinned by core values. Human understanding is also vital when wanting to add a lighthearted touch or some humour to the brand. AI isn’t funny. Yet…

Ensure its efficient

Generative marketing content can do wonderful things and help you achieve several goals. However, marketers must not use it for the sake of it. Likewise, they should actively review its usage to confirm that Gen AI tools and tactics are fit for purpose. Given some of the pitfalls above, it will be necessary to have editors and others analyse generated content to check for accuracy.

This does create an extra layer of work for marketers and other teams. Generally speaking, it should be a fair trade for the time saved on content creation. Nevertheless, if you fail to monitor the situation, Gen AI could become a hindrance until the necessary changes are made. Besides, when the approach is optimised, the outcomes will follow suit.


Generative AI is one of the most exciting developments for modern marketing, but it must be utilized correctly. While most marketers are still on a learning curve, the advice above should make the road to success far smoother.

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