Marketing Expert: Brands Must Balance AI Use with Authenticity
As seen on the science news site and in the upstate New York outlet , Colleen Kirk, D.P.S., professor of marketing and management, shares insight about the rise of artificial intelligence (AI) in marketing ads and campaigns. Kirk, who has published research聽on consumer responses to AI-generated marketing messages, notes that people are becoming increasingly skeptical of the human origin of advertisements. While AI tools offer marketers an exciting new frontier, she notes that these professionals should bear in mind a time-tested principle: authenticity is always best.聽
鈥淚n recent years, consumers have seen this technology evolve in real time鈥攚ith increasingly sophisticated AI-generated content infiltrating TV, social media, and other platforms,鈥� Kirk says. 鈥淚n the new year, brands must figure out how they strike a balance between leveraging AI and reaching consumers in a way that still feels genuine.鈥�