The risks of relying on AI for content creation and why authenticity matters

The prevalence of untrustworthy content has created a need for quality and reliable content. While speed is important, authenticity will always prevail as the most trusted and valued asset in content creation. 

Why AI-generated content isn’t always effective

AI can be incredibly useful when it comes to handling repetitive tasks and streamlining workflows, but it doesn’t always deliver the same benefits when producing content. 

AI’s reliance on outdated or inaccurate data can exacerbate these issues. Tools can lack up-to-date information and often struggle with accuracy and consistency when being asked to produce factual content. AI may "hallucinate" facts or overlook important context, leading to answers that feel confident but may be unreliable.

In today’s digital landscape, misinformation and fake news are more prevalent than ever. Over 94% of people in the UK have reported encountering false information regularly, underscoring the challenges audiences face in navigating an overwhelming sea of content. 

There’s also the issue of relevance as AI relies on algorithms to predict and replicate patterns, but these algorithms don’t always grasp the subtleties that make content engaging. AI content can feel hollow without the emotional intelligence to craft content that resonates, reducing its effectiveness and impact.

Additionally, there can be subtle credibility issues such as American spelling and overly formal phrases like “moreover”, or awkward sentence structures. These small details can chip away at trust and undermine your personal or corporate brand.

How visual content can make or break trust

Visual content plays a crucial role in building trust and credibility. Getty Images’ “Building Trust in the Age of AI” report revealed that 98% of consumers believe authentic visuals are pivotal in building trust. High-quality images aren’t just an aesthetic choice - they directly influence consumer decisions, with 73% reporting they are more likely to purchase from brands that prioritise exceptional imagery.

We might not all have the artistry of the Barques design team (😉), so it’s tempting to rely on AI for picture-perfect images. But while AI can create hyper-realistic images at the click of a button, these creations are often not as flawless as they seem.

At first glance, AI-generated images may look polished but upon closer inspection, you can see the subtle inconsistencies or distortions, such as unnatural lighting, misplaced objects, or the notorious “AI hands” which often feature extra fingers. These quirks can undermine the intended message and even damage credibility if identified, leading viewers to question the image’s authenticity and, by extension, its message.

As visual narratives become ever more central to consumer engagement, the choice to integrate AI into content creation demands careful consideration. Transparency, as highlighted in Getty Images’ report, is critical as nearly 9 in 10 global consumers want to know if an image has been AI-generated. 

Why authenticity matters

Authenticity continues to be the foundation of powerful content in the digital age. In a time where 82% of users worldwide no longer believe social media content to be real or accurate, authenticity is more than just a buzzword; it’s a crucial differentiator. 

While AI offers speed and convenience on one hand, it can fall short of delivering the essential qualities that come from a human touch (or a skilled comms team that knows a thing or two about writing). Its inability to fully grasp context, stay current, and convey nuanced information accurately makes it an unreliable alternative to human expertise.

AI can be a great support tool, assisting in idea generation, automating repetitive tasks, and speeding up workflows. However, it's human oversight and creativity that elevates good content to great content, helping to build lasting connections and foster trust with audiences.

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