This insights post is a summary of the blog post published by Springboard Communications. View the full insight at: Why Authenticity Matters More Than Ever in the Age of AI.
Over the last decade, three has been an increasing pressure to create more content. Driven by the fragmentation of media channels, the pace of delivery has only accelerated. With research showing that ‘freshness’ is often a determining factor in getting sited, generative AI has collapsed the time between feeling that pressure and feeling the need to act on it.
Using AI to Compress Timelines
What once required significant time and editorial judgement can now be produced in minutes. AI gives writers and communications pros to create articles, social posts, blogs and marketing copy at scale. While it creates an obvious efficiency for teams, the result is an overwhelming volume of content, competing for finite of audience attention.
While generative AI presents real advantages, it has also created a challenge that many organizations are only beginning to recognize. With these generation efficiencies, the focus has shifted from content creation to the quality of the thinking behind it.
AI Produces Average Content
The problem isn’t AI itself. Used well, it’s a powerful communications tool. The culprit is that that AI naturally produces average content. In addition, it can be inaccurate or misguided unless it’s directed by original thinking. Get writing needs a clear point of view and a distinctive tone of voice.
Think about how many LinkedIn posts you’ve read recently that begin with “In today’s fast-paced world…” or conclude that “AI isn’t replacing people, it’s empowering them.” These statement have become so familiar they’ve become invisible.
Writing with a Point of View
The content we are consuming is becoming increasingly homogenous. More often than not, it lacks the one key component that sets truly valuable content apart: a distinctive point of view.
A thought leadership piece should, by definition, contain an original thought. It should tell the reader something about how an organisation sees the world. It does not need to be controversial, but it does need to stand for something.
Direction on Visibility and Authenticity
The pressure to remain visible is understandable. Communications teams are expected to maintain a regular presence across an ever-increasing number of channels, and there can be a genuine concern that slowing down means losing ground to competitors. When content can be produced so quickly, it becomes tempting to focus on output metrics as a measure of success.
To get more insights on visibility, authenticity and the way forward, read the full post at: Why Authenticity Matters More Than Ever in the Age of AI.
