Tagged: legal precedence

17 Important Things For Agencies Using AI In Marketing To Consider

With more and more businesses adopting artificial intelligence tools to enable efficient workflows and generate creative content, AI is a big part of the conversation in marketing today. As the industry embraces exciting new possibilities to quickly reach more specific target audiences with more personalized content, it’s important for agency leaders to consider what potential pitfalls might look like.

Balancing caution and innovation is going to be a challenge for many agencies and in-house marketers seeking to leverage AI in their operations this year. Below, 17 Forbes Agency Council members share important things for marketing leaders to consider as they navigate this new AI-driven landscape to mitigate risks and maximize the benefits of using this powerful technology.

1. AI Requires Guidance

We need to guide and teach AI to receive the best outcomes. It is a mistake to assume that the AI will run properly and execute without errors with a few simple prompts. Human intellect will still be needed to teach, correct and achieve really good AI outcomes. – Korena Keys, KeyMedia Solutions

2. AI Won’t Have The Most Up-To-Date Information

AI outputs are only as good as the data the model was trained on. Information changes rapidly in our interconnected world, so programs such as ChatGPT won’t have the most up-to-date information. Marketers should make sure they’re testing queries to get the most accurate AI-generated results and cross-check the results against more recent data. – Hugo Loriot, fifty-five

3. AI Has Limited Legal Precedence

When using AI to create content for marketing purposes, it is important to be aware of the limited legal precedence of AI in regard to copyright law. Creating campaign content using generative AI can lead to problems with ownership. To avoid issues, consult legal experts, implement attribution protocols and collaborate with

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