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Why 2024 is all about authenticity (and not AI)

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10th January 2024

An image of a futuristic-looking robot with a white body, black visor and glowing blue button.

2023 was the year AI exploded into the mainstream, but already the tide seems to be turning against it.

The tsunami of AI-generated images and content has made authenticity a badge of honour and a sought-after quality, with users becoming smarter and more sceptical as AI-generated content infiltrates the mainstream. For B2B marketers, there’s still plenty for AI to help with – but traditional methods are as valuable and effective as ever.

AI marketing rights and wrongs

Customer service bots are a great example of where authenticity matters. While a chatbot might be able to solve some queries, a Dashly survey found that 50% of people would rather talk to a human. But that doesn’t mean chatbots have no role to play – the same survey reported that lead qualification in the form of a chatbot quiz got more detailed results and fewer drop-offs than static forms.

“Surface-level content might abound, but today’s audiences crave genuine insights that stand out and resonate with depth and clarity amid the digital chaos,” says Forbes Communications Council member, Jessica Marie. “While the allure of automation and AI-driven interactions is undeniable, there’s a growing sentiment of disconnect. 2024 is likely to witness a swing of the pendulum back toward genuine human interactions.”

In a sea of AI-generated content, authenticity really stands out. “B2B buyers are already overwhelmed with too much irrelevant content,” says martech entrepreneur Jon Miller. And the big players are already taking action; Google’s November 2023 update was designed to weed out unhelpful content and give greater weight to content that offers real value.

Standing out for the wrong reasons

The onset of AI is reinforcing just how much genuine creativity and authenticity matters. AI can only reproduce what already exists; human brains have limitless potential to create new and exciting ways to do things, make people laugh and look at things from a fresh perspective.

For B2B marketers, campaigns built around meaningful interactions, an authentic voice and insightful content will engage audiences in 2024 far better than a mass of AI-generated content.

“As we inch closer to 2024, traditional content marketing appears to be at a crossroads. Audiences are saturated with repetitive content,” says Jessica Marie. “Brands will need to reinvent their content strategies, focusing on delivering richer experiences, authentic narratives and stories that truly resonate. Those who continue to merely add to the prevailing cacophony might find their messages lost in the void.”

The takeaway

When it comes to mining data, automating processes and saving time, nothing beats AI. Now use that time and insight to create good content that stands out from the AI deluge and sparks real connections with customers and prospects.

Still not sure how AI can help you? Looking for a more authentic way to market your business? We can help with that.

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