AI Do’s and Don’ts for Small Businesses
Unless you have been off the grid for the past few months, you’ve certainly heard the buzz about AI. ChaptGPT, machine learning and all-things-artificial-intelligence are omnipresent in today’s hot topic lists. Most of us have probably taken a spin on the free versions of ChatGPT or Google’s Bard or some other AI tool that has sparked interest. Getting your feet wet (and, more seriously, working on your knowledge base) with these tools is definitely a good idea, as they are poised to help us work differently in the very near future.
However, the incorporation of AI into your business strategy comes with many unique challenges, caveats and best practices that should be considered. This blog serves as a guide for the beginner who is looking for ways to utilize AI for marketing their business.
Top AI Do’s & Don’ts To Pay Attention To:
DON’T forget about strategy. AI tools like ChatGPT can help you streamline tasks, but these streamlined tasks should still roll up to a higher-level strategy. Task completion is extremely helpful, but without the existence of a solid and measurable strategy in place, it has little value.
DON’T rely on it 100%. AI is not infallible. Depending entirely on AI for decision-making can be risky. While the nature of many human jobs may change due to AI, there is still a need in many cases for human interaction and/or intervention. AI lacks the nuanced understanding and ethical considerations that humans provide. Businesses need to maintain human oversight to catch errors, biases or unexpected outcomes. Striking a balance between AI assistance and human judgment ensures more reliable and responsible results.
“Quality assurance is critical – especially when you are using AI to generate content. We’ve seen too many occurrences when AI material is not appropriate for the audience or locale.” Jackie Awve, founder of Awve Marketing, commented about her experiences in using AI for businesses she consults.
DON’T trust it with secure or proprietary information. AI tools, while advanced, may have vulnerabilities that can be exploited. It’s crucial not to entrust them with highly sensitive or proprietary data. Until the technology is created to correct this weakness, be sure to keep confidential information away from your AI tool’s reach to prevent data breaches or leaks.
DO Fact-check the Machine. AI can generate vast amounts of information, but it’s not immune to errors or misinformation. You may have heard about the case where lawyers used ChatGPT and submitted false information to the court. To ensure accuracy, businesses must fact-check AI-generated content. Cross-reference data with trusted sources and verify the validity of information. Misinformation can have serious consequences for your brand, the well-being of your customers and beyond.
DO Watchdog your Brand. As AI is going to be more than just a blog writing tool and will begin to represent your brand in customer interactions increasingly, vigilant monitoring is essential. Regularly oversee how your AI interacts with your customers and how it represents you in the content it produces. It is imperative to ensure it aligns with your brand’s values and standards. Implement mechanisms to catch and intervene when AI deviates from desired behaviors or generates off-brand content.
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