LinkedIn has shared some new insights into the rising use of generative AI in marketing, and how marketers can ensure that their message is enhanced by the latest AI tools, not impacted by them.
The key concern on this front is that while AI enables a broader range of creative possibilities, many consumers feel less certain about what they’re looking at, in regards to authenticity, and that distrust in AI-generated content can lead to less connection in your messaging.
In order to ensure that you’re maximizing the use of AI in your marketing material, LinkedIn recommends that brands:
- Optimize for emotional connection – Brands that build their AI content around human connection achieve 40% higher engagement rates
- Understand key emotional drivers – Applause and Love reactions dominate positive responses, which suggests that audiences connect most strongly with content that inspires and creates a sense of shared purpose.
- Joy works – Humorous content drove a 65% increase in engagement rates and higher lead gen form fill rates.
- Nostalgic connection – Nostalgia can help frame innovation as the next chapter of a familiar story.
These are some valuable notes, which essentially come down to the same thing we’ve been saying about AI since the start: The key lies in human connection, and enhancing the human elements of your outreach with AI tools.
That might sound counter intuitive, but LinkedIn’s latest overview provides some more direct examples of how to put this into action.
