The way people communicate with one another has changed radically in recent years through the use of AI. As a result, two-thirds of communications professionals now use artificial intelligence directly to create copy and posts for their channels.
What does this mean? The most substantial difference brought about by this change is that readers find it increasingly difficult to distinguish AI-generated text from text written by a real person. In terms of perception, however, audiences feel less control and, above all, less empathy in their dialogue with a brand.
So is it right to use automated AI responses everywhere? Analysis of online content suggests that these tools will certainly give us text that is linguistically correct and grammatically impeccable. From a human perspective, however, these responses often feel cold and detached: if our goal is to convey value rather than simply fill a space with generic words, handing everything over to the machine is not the right choice for our work.
In these situations, Smartitaly uses AI to speed up research and optimize operational processes while preserving the tone of voice and authentic approach that make a company’s voice distinctive and recognizable.
Authors
Riccardo Fortuna
Junior Consultant