Role of AI in digital marketing

In today’s rapidly evolving digital landscape, marketers are leveraging the power of artificial intelligence (AI) to streamline their processes, enhance efficiency and deliver more impactful marketing campaigns. From marketing directors to social media interns, professionals at all levels are incorporating AI-powered tools into their workflow, revolutionising the way they strategise, research, create content, promote, analyse, and more. While AI has gained significant media attention in recent times, many of these tools have been in use for years, likely without marketers even realising it.

However, the ethical implications of using AI in marketing continue to be a subject of debate.

One of the ethical considerations we ponder is how to use AI in marketing ourselves and our clients. As a principle, we have decided against posting raw AI-generated content on websites. This content lacks accuracy verification, does not reflect the client’s unique voice and may violate Google’s anti-spam algorithms.

Another question we grapple with is whether to disclose our use of AI to clients. Ultimately, we concluded that transparency is crucial and will be open about our adoption of AI tools when asked or as appropriate. However, similar to how we generally don’t disclose every tool we employ to enhance efficiency (such as Ahrefs, Agorapulse,, or Google Docs), we will treat AI tools, including ChatGPT and others, in the same manner.

When it comes to providing credits, or disclaimers for work involving AI, our digital marketing agency in Guildford adopts a case-by-case approach. Since, the company never publish raw AI-generated content, we may not explicitly mention the use of tools like ChatGPT,, or MarketMuse in the creation of a piece. However, if the company incorporates images produced by AI image creation tools like Midjourney, or Dall-E, it will more likely disclose their origin. This is because the final product in such cases is generated entirely by AI. Even if it’s the case of overlay text on AI-generated images, the company would probably acknowledge the AI’s contribution. However, there may be instances, such as space limitations in social media posts, where disclosing such information becomes challenging.

In terms of safety and legality, utilising AI in marketing is generally considered to be safe. Unlike operating heavy machinery, or dealing with hazardous materials, the risks associated with AI in marketing are relatively low. However, it is important to note that both ChatGPT and Google’s competitor, Bard, have occasionally been known to provide inaccurate, or misleading information. Therefore, solely relying on AI-generated content without cross-referencing, it can be risky. Similar to how we approach Wikipedia as a starting point for research, using AI-generated content should be complemented with additional reliable sources before publishing.

Regarding the legality of AI usage, the permissibility may vary depending on your location and specific application. As of now, there are no known countries that have outright banned the use of AI. However, as AI tools continue to advance and become more prevalent, regulations may evolve and certain industries may impose restrictions on specific AI applications.

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