Content control is a brand’s BFF

The Future. As the AI boom creates a flood of synthetic content online, it’s become essential for brands to put systems in place to review their marketing messages for tone and accuracy before they go live. If brands want to automate content generation, they might have to invest more time and money in safety functions to protect themselves from damaging output — and to keep their reputations intact.

All you have in business is your rep
Fake reviews, coordinated campaigns of misinformation on social media, and ads appearing next to fake news could all tarnish a brand’s image. “If you are concerned about reputation management and the authenticity of content, there’s going to be a much larger body of content that you’re going to have to wade through,” says Gartner analyst Chris Ross.

• 30% of outbound marketing messages from large corporations are projected to be AI-generated within the next two years.

• Four in five enterprise marketers are projected to establish content authenticity functions to defend brands against harmful fake material by 2027.

• The Content Authenticity Initiative at Adobe, launched in 2019, develops technical standards and tools to identify real and fake content online (and help combat misinformation).

It takes one false move to lose a good rep
The more content there is to keep track of, the greater the responsibility will be to manage it.

Like human-generated material, AI-generated content must be subject to an editorial process. Without checking it first and ensuring it aligns with the brand’s voice, it could damage a brand’s reputation overnight… and nobody wants that.