Pssst – your AI is showing

Hello!

I hope your week is off to a great start.

I’ve been doing some research on this year’s trending topics to see where technology is going and what consumers and brands are looking for.

Unsurprisingly AI is dominating the digital conversation. People are either afraid of it or they want to use it to get ahead.

In more completely predictable news, marketers are searching for tips to reach the elusive Gen Z. According to this article by Exploding Topics, a quarter of them spend over 5 hours a day on TikTok. So if they’re spending so much time online, they should be an easy audience to capture, right? Not so much.

This generation in particular is becoming increasingly distrustful of brands and advertising. There are a number of reasons for this:

• As the first generation of digital natives, Gen Z is hyper-aware of being marketed to.

• They value individuality over fitting in, so they’re not as susceptible to trends.

• Brand teams are predominantly made up of millennials and Gen X. We get them but we don’t “get them”.

• Because Gen Z spend so much time online, they’re fed a tonne of conflicting narratives and misinformation.

• They’re also early adopters of AI, so have an acute understanding that not all is as it seems.

Some of these findings aren’t exclusive to Gen Z – they’re just more pronounced in this generation. Across the board, people are searching for authenticity. So how can your brand thrive in a world where lines are becoming increasingly blurred, but building trust is more important than ever?

I would argue that utilising AI and fostering trust aren’t mutually exclusive. It just depends on how you use the tools.

Here’s what I’ve got for you today:

Tools
🛠️ AI tools to propel your business

Tactics
🤝 Fostering trust in an increasingly distrustful world

🛠️ TOOLS

AI tools to propel your business

You know the old saying – work smarter, not harder.

That’s all well and good but many companies are having to work harder for the same or less profit right now. Economic peaks and troughs are an unavoidable part of business and there are times (like now) when generating revenue takes more output – ‘output’ being the operative word here.

Amidst the deep fakes and inappropriate chatbots, there are AI tools that can genuinely help with some of the leg work. The important thing to remember is they’re there to help, not replace humans.

Here are some tools that are seriously worth considering:

ChatGPT
Use it to: Get ideas for content

This is by far the most used AI tool currently. It’s great to get the ball rolling for content or marketing ideas but I wouldn’t recommend using anything it produces verbatim. Aside from the risk of plagiarism, you can spot AI copy from a mile away. Use it as a springboard, then apply your own perspective and tone to create unique, on-brand content.

Motion
Use it to: Manage your schedule and prioritise tasks

You’ve probably seen the ads on Instagram. While it takes a bit of work to get set up, this can be really helpful if you’re feeling overwhelmed by your workload or need help to use your time more productively.

Swell AI
Use it to: Make your content work harder

Swell AI takes long-form audio or video and turns it into shorter clips, blog posts and newsletters, meaning that you can create a lot more content from a single piece of work.

Kalodata
Use it to: Learn about ecommerce trends on TikTok

TikTok is quickly becoming a leading ecommerce channel and this tool allows you to view data to see what’s selling. These insights can help to inform your NPD, marketing strategy and more.

Gorgias
Use it to: Handle basic customer service queries

We’re big fans of Gorgias here at Studio Almond. By using automation to handle basic queries, customers get the answers they need quickly, helping to boost retention. This also frees up your customer service team to handle more complicated queries that will benefit from a human touch.

If you need help integrating Gorgias into your ecommerce store, get in touch by replying to this email.

🤝 TACTICS

Fostering trust in an increasingly distrustful world

We’ve talked about how AI can make your business more efficient, but how do you make sure it doesn’t erode your customers’ trust?

It all comes down to your intentions. Gone are the days when brands could do shady dealings and never get called out for it. To gain people’s trust, you’ve got to be authentic.

Define your values
We all want something to believe in. Figure out what your business stands for. It could be quality, affordability, versatility or sustainability – it could be all of the above. Communicate those values openly and often and you’ll attract people who believe in the same things.

Let your values be your compass
When you know what you stand for, you have something to base your business decisions on. Staying true to your values will reinforce your brand and build trust and credibility.

Be transparent
No company is perfect and people are sceptical of those that pretend to be. Take your audience on your journey, talking about the good as well as what you’re trying to improve on.

Foster social proof
Most people will trust their peers over a business. Encourage and promote product reviews and UGC – word of mouth is a powerful tool.

❤️ REFER A FRIEND

Share the love

Know somebody who might like this newsletter?

Thanks for reading!

Until next time.

Alex Murton
Managing Director & Co-Founder
Studio Almond