In today’s world, nearly every marketing team relies on AI tools for their marketing efforts. But here’s the real concern: marketing, by definition, is responsible for shaping how a company is perceived externally.
Marketing teams manage an organization’s external face through branding, messaging, content creation, and communication strategies. Their work directly impacts the company’s reputation, visibility, and customer connections.
To achieve this, there are numerous human elements at play—creativity, brand voice, and the unique touch that only people can bring.
When AI tools are misused, the immediate impact is often on these human traits.
What we don’t see is that the organization itself—and even the AI—has “human-like” aspects that can also be harmed.
The damage done can be difficult to recognize and even harder to recover from.
Understanding the Dynamics: Humans, AI, and Organizations
There are three factors to consider when it comes to human like aspects and using AI:
Humans: The individuals who use and interact with the AI. These users bring the human element into the technology’s daily operation.
AI: AI itself has human-like aspects. To understand this, look at its functions—it processes data and generates content. This isn’t just computation; it involves a level of thinking that requires support from human-like traits.
Organization: This refers to the outward-facing side of the business, often represented by the brand voice. The brand encapsulates human-like traits such as style, voice, and characteristics that define how customers perceive and interact with it. To forge a genuine emotional connection with the consumer, it’s essential that these human-like qualities are effectively represented and felt.
Let’s start to we examine the risks, opportunities, and essential steps organizations must take to maintain a balance between all human traits involved: humans, AI, and the organization when it comes to the using AI marketing tool like Copy.ai
Copy.ai Utilization method: Direct Use representing one on one use with the tool.
What does Copy.ai do?
Copy.ai’s platform is designed to accelerate the creation of high-quality content. Using advanced natural language processing (NLP) algorithms, it generates text for various purposes such as marketing copy, social media posts, blog articles, and more. Users input prompts or descriptions, and Copy.ai produces coherent, tailored text, significantly enhancing productivity in content creation.
Warning!!!
So lets start our actual review by taking a look how human aspects coming in to play
Human Traits at Risk – What Can Be Damaged If We Are Not Careful
Creativity – AI-driven content creation challenges human creativity by showing what has already been done using a mechanism of success rates. This means tasks like research and writing are no longer required when working alongside Copy.ai. The creation of new ideas and ways of thinking is no longer necessary. When we talk about creativity, we refer to what has not been done before. AI captures all organizational knowledge, meaning it already knows what we did and the market we operate in. So, what is new about it?
Individuality – Standardized outputs and governance workflows inherent in AI tools diminish unique voices and personal expression in content. AI, operating on standardized processes, replaces diverse human ideas and brainstorming, potentially eroding the individuality naturally expressed by human employees. Individuality represents many things, like style, tone of voice, and even the selection of words. As soon as we start to use AI for creating content, certain words start to appear more frequently, like “harness” and “thrive.” These may not have been chosen if a human employee were writing the content.
Curiosity – When using AI for content, we prevent our human employees from doing research, receiving direct customer feedback, joining training, or searching for keywords. AI does it all now as part of our productivity goals through automation and regulation. People don’t feel the need to do this themselves; they just look to AI for answers.
Critical Thinking and Analytical Skills – When we onboard Copy.ai with the message of augmenting people, we start to elevate our AI tools and promote their traits which lead to a place where people will not judge its outputs. Let’s face it, most likely people will accept its suggestions and recommendations without challenge, which will diminish their ability to exercise critical thinking.
AI Human Aspects at Risk – The Basis of Its Potential
In AI, human-like aspects are the things we don’t see beyond technology. AI is a technology that mimics human cognitive abilities. This means it is not just a tool; it understands human language and uses that understanding to create outputs in a meaningful way that impacts our buyers’ thoughts and actions.
Let’s take a look:
Creativity – AI’s creative abilities are driven by analyzing data and pattern recognition. As mentioned before, it knows what has already been created. Pushing it to create new things requires human support; it cannot do it on its own. To produce something new, it requires new data exploration and new demands. Without this, AI creativity will only be a reproduction of past creations in new versions.
Motivation – The Drive to Be Number One This aspect is neutral to AI. AI is eager to learn new things. However, if we overlook this part and do not support it by feeding it new data and feedback, we limit its potential and its neutral drive to be the best at the task it was designed to do.
Individuality – AI is a product of generic programming. When we onboard it, it is our responsibility as humans to provide it with an individual voice as part of its initial setup and ongoing employment within the organization. This ensures that AI reflects the unique characteristics and values of the organization and the individuals working beside it, maintaining a personal touch in its outputs.
Organizational Human-Like Aspects – the emotional connection with your buyers.
Yes, an organization, or what we call a brand, has an external face that is based on human-like characteristics such as style, tone, message, and customer engagement. All of these build the brand’s identity and provide it with traits like being nice, simple to work with, helpful, and more. We are not referring to a specific person, but we are creating a collective consciousness.
To create that kind of experience, you need to think in human-like aspects that support it. This means considering how your brand communicates, interacts, and resonates with your audience in a way that shows human-like aspects and creates an emotional bond.
What is at Risk:
Individuality – Part of the brand guidebook is to define its personality. When AI is involved in content creation, it needs to be trained and tuned according to the brand guidebook to ensure consistency. Remember, AI is a generic machine, and without proper guidance, it can deviate from the intended brand image. The brand guidebook and the image it aims to create for the organization must be preserved.
Helpfulness – When using software like Copy.ai, you leverage them to create guidebooks, manuals, and provide general information that helps buyers use and enjoy your product or services. It is crucial to ensure that AI, when creating this supporting content, reflects the organization’s commitment to being helpful and service-oriented.
What can we do?
The answer lies in the organizational culture and how we can align it to support human trads or human-like aspect reinforcement that will support all parties involved.
Define our organization’s culture
Organizations need to define fundamental ideas and concepts that will form their culture.
They need to define what is their perception of concepts or terms such as creativity, open mindedness, collaboration and individuality.
Creativity: Every organization needs to define what creativity means to them within their market, their culture, and the environment they wish to create.
Is it generating new ideas, combining old concepts with new ones or maybe the ability to anticipate customer needs?
Open-Mindedness: To be open-minded means to challenge ourselves and others. An organization needs to define the appropriate places, times, and ways that employees can challenge one another. AI doesn’t work alone; there is work invested in AI development and implementation. Once you cultivate a behavior, it will become the norm.
Collaboration: Define what collaboration means and how much time should be invested in collaborating with people. This collaboration is not only between human employees but also between AI employees.
Individuality: Within the collective we call an organization, determine the right way of bringing oneself to the workplace.
These ideas should apply to both humans and AI. Both need parameters to perform their jobs to the maximum of their potential.
Example:
Let’s take one of the definitions and explore how its application can impact your organization: open mindedness.
Suggested definition for open mindedness
Open-mindedness means adopting a challenging approach by asking yourself “why not?” It involves being open to others’ ideas, thoughts, and ways of doing things and being receptive to feedback on your own ideas.
Suggested actionable step towards cultivating an organizational open mindset
Feedback
- Implementation: Encourage employees to provide feedback only when they can support it with facts and suggest new ideas.
- Impact: This fosters a constructive feedback culture where employees feel safe to share their thoughts and ideas. It encourages thoughtful and actionable feedback, leading to continuous improvement and innovation.
Meetings
- Implementation: Provide guidelines for management to dedicate time in one-on-one meetings to challenge ideas and receive feedback.
- Impact: This creates a culture where employees are encouraged to think critically and engage in open dialogues. It helps in identifying potential issues early and fosters a collaborative environment where innovative solutions can emerge.
Town Halls
- Implementation: Use town hall meetings to demonstrate open-mindedness through live examples. Recognize and reward open-minded behavior publicly.
- Impact: This sets a visible example for all employees, showing that open-mindedness is valued and leads to organizational growth. It encourages employees to adopt this mindset, knowing it is appreciated and rewarded.
Applying the Same Principles to AI:
Treat AI as a Non-Human Employee
Implementation: In feedback and training sessions, treat AI tools as you would a new employee. Regularly review AI outputs, provide feedback, and update training data accordingly.
Impact: This ensures AI systems are continuously improving and adapting to the organization’s needs. It helps in identifying biases or errors in AI outputs and correcting them promptly.
Feedback Integration
Implementation: Make feedback a part of every workflow involving AI. Regularly assess AI performance and involve human input to refine and enhance AI capabilities.
Impact: This leads to more accurate and relevant AI outputs, increasing trust in AI systems and improving overall productivity. It ensures AI systems remain aligned with organizational goals and values.
Share Success Stories
Implementation: When AI contributes significantly or improves after being challenged, share these stories with the entire organization.
Impact: This highlights the importance of challenging and refining AI systems, encouraging a culture of continuous learning and improvement. It also helps employees understand the potential of AI and how their input can make a difference.
Supporting Statistics:
A study highlighted that organizations fostering an open-minded culture see higher levels of innovation and adaptability. Companies that prioritize open-mindedness report increased employee engagement and creativity, leading to better problem-solving and overall success. Specifically, these companies are more likely to adapt to new technologies and market trends effectively, ensuring long-term success and competitiveness (Culture Partners) (Humanity HR).
By embedding these principles into your organizational culture, you not only enhance creativity and innovation but also create a more dynamic, adaptable, and successful workplace.
My Thoughts ,
Thinking about AI in terms of human-like aspects opens doors to a simple yet powerful way of understanding technology.
It bridges the gap between what AI technology offers and what we struggle to comprehend.
How can AI perform tasks that we can, such as creating content, understanding information, and providing outputs? It’s a technology that mimics human cognitive abilities and should be recognized as such.
Often, we complicate what should be straightforward by getting caught up in technical jargon like deep learning and generative AI. Viewing AI as a thinking mind helps simplify our understanding of its capabilities.
Imagine AI as your new copywriter who, although lacking a physical body, is tied to a computer but can quickly learn and create content impressively. When we think of AI this way, it becomes easier to see how we should train it to maintain our organization’s voice and how it could potentially become the most effective colleague, capable of enhancing everyone’s work.
So, let’s embrace this revolution to see AI for what it truly is—a manifestation of human-like aspects outside a human body. Use this perspective to maximize your AI onboarding process. Create an AI strategy that envisions a new working environment where humans and AI collaborate to achieve business goals.
Curious about how this perspective can transform your AI strategy? Let’s talk and explore the possibilities.
