Research: consumers find brands using AI content impersonal 9 May 2024
The copywriting and AI content debate continues. According to new research by Bynder, consumers find AI-generated content impersonal.
Participants were asked how they felt about reading AI-generated content on different platforms. For website copy, 26% of participants said they’d perceive the brand as impersonal if the copy didn’t feel as if it was written by a person, while 20% said they’d feel that the brand is lazy.
This pattern was similar for social media content. For copy that appeared to be AI-generated, 25% of consumers said they would feel the brand was impersonal, 20% untrustworthy, 20% would feel they were lazy, while 19% said they’d think they were uncreative. Yet these perceptions are more nuanced than they first seem, as the results were affected by whether the participants were already aware that the content was AI-generated.
As I’ve written before, the AI, copywriting and content issue is complex. No doubt the nuances will grow as AI content evolves.
The point of marketing and of course, copywriting, is to build and nurture relationships. So how do businesses navigate the balance between achieving that trust and making the most of tech to meet their marketing goals? Watch this space.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
