Judith Middleton from DUO Marketing + Communications, our member agency for South Africa, shares very clear thoughts and insights on the role of AI in content creation. In Judith’s latest article (link below), she suggests:
đź’ˇ It is tempting for business leaders to view generative AI as a quick win for efficiency, but relying on it for public commentary can lead to an erosion of trust.
đź’ˇ LLMs rely on good-quality content published on high-authority websites. While search engines and AI platforms do not ban AI-generated content completely, they heavily penalise and downgrade generic, unhelpful, or spam-heavy material.
💡 It is important for CMOs and other C-suite executives to understand that under Google’s core E-E-A-T framework (Experience, Expertise, Authoritativeness, and Trustworthiness), backward-looking AI synthesis is penalised. In other words, in the rush for speed and efficiency, AI-generated content that a brand puts out, which is simply a rehash of what’s already out there, reduces any chance it will be cited in AI-driven searches as well as being published in mainstream media.
đź’ˇ We need to keep the brands we represent firmly on the side of trust. It requires a careful and considered approach to AI, underpinned by ethics.
Read Judith’s FULL article here: https://lnkd.in/dPF2Fpee
