Artificial intelligence (AI) has become one of the most prominent forms of content on the internet today. From ChatGPT to the myriad of everyday tools that incorporate AI, it’s easier than ever to have specific tasks carried out and even to generate content. This, inevitably, has led to the rise of AI-generated content across the internet, even in marketing.
What does this mean for its place in blockchain marketing? As a business owner, you might be curious about whether or not to embrace AI content in your efforts, but it is worth looking at the pros and cons:
Pros of AI content for Blockchain Marketing
If you were considering using AI content for your blockchain marketing, here are a couple of pros you can expect:
Saving Costs
Creating content is rarely ever without a financial cost. This is a special issue for your business regarding content for marketing purposes. Hiring a professional to create posters, social media posts, videos, and much more could cost you hundreds, if not thousands, of dollars. From using software like Adobe Creative Cloud and Canva to shooting content, editing, and more, there is a cost associated that not every business can easily bear.
On the other hand, AI-generated content can be pretty cheap, if not free. Platforms like ChatGPT and Craiyon let you instantly create images, videos, and more for a fraction of the cost. This cost-saving especially adds up if you need multiple pieces of content or constant consistency. So, businesses on a budget can undoubtedly benefit from using AI-generated content.
Faster Turnaround Time
For many businesses, one of the pitfalls of human-generated content for marketing purposes is the turnaround time. While most professionals will have a general timeframe through which you can get to the content, this is not always the case. Because it is human-generated, it is subject to human pitfalls, such as people getting sick, equipment getting damaged, work getting busy, and much more.
This can be especially precarious if you are on a tight deadline or need to put out content suddenly. If you turn to AI, on the other hand, you can save yourself a significant amount of time. Many AI generation programs can generate photos, images, and more in a matter of seconds, as opposed to the hours or days it might take a human.
Hyper-specific Content
As AI programs become more efficient at putting out content, it’s much easier to get the most hyper-specific content you can imagine. We’ve seen everything from SpongeBob covering rock songs to entire music videos with out-of-this-world images being created by AI programs. This is why, no matter your specific requirements, AI will almost certainly be able to deliver for your campaign.
For blockchain businesses with very ambitious marketing plans, this is certainly something to leverage.
Cons of AI content for Blockchain Marketing
As much as AI has many benefits for businesses, there are also specific challenges you need to be aware of.
Audience Backlash
More and more, everyday people are becoming aware of AI being used to generate content, and this has created a certain amount of suspicion. Years ago, there was a lot of scandal around AI-generated pictures and how inaccurate and uncanny they could be. Greater awareness about the environmental impact of AI and its effect on the job market has also made some consumers hostile towards AI-generated content.
There have been instances of people criticizing, or pushing back against businesses that use AI-generated content, accusing them of taking jobs away from humans, cutting corners, or being lazy. Publishing any AI-generated content might earn you hate from your audience. As such, it’s best to do some market research and find out if your type of audience would be receptive to AI-generated content, or would feel slighted by it.
Unappealing Content
As much as AI can generate content, that doesn’t mean it is always good-quality content. While we have moved past the days of seven-fingered human images or terrifying faces, not all AI-generated art is considered good. Sometimes, people simply prefer the imperfections associated with a human-created effort.
Some people still find AI content uncanny or weird, and sometimes, AI cannot execute your vision, no matter how specific your prompts are. If, as a business, you’re considering AI-generated content, make sure you give it a test run ahead of time. Before committing fully to it, try to generate content using it and see if it is actually good and fits your vision.
Low ROI
At the end of the day, the point of putting out any sort of marketing content is to get a return on your investment. This could mean pure sales, audience engagement, increased awareness, and much more. However, there is always the chance that AI-generated content simply performs worse than human-generated content. Your audience might not necessarily criticize you, and it might not be bad quality work, but it might simply prove to be less effective. Marketing experts are still studying the effectiveness of AI-generated versus human-led marketing, and opinions vary. In your specific business’ situation, you might find that AI performs worse for you than human-generated content, in which case a change will be needed.
Conclusion
Artificial intelligence is having an undeniable impact on the business world and is being more widely used within marketing efforts. As a business in the Web3 space, you have to make the decision of whether or not to embrace it in this capacity. As we’ve noted in our article, there is no singular answer for every business, but instead, the pros and cons have to be considered. While it might save money, it might lead to a reputational hit, and while there is a risk of alienation, it helps to speed up marketing efforts. Consider these and speak to us here at Proleo.io to decide which route is best for you and your business.
