Artificial intelligence (AI) is taking over tasks we never thought possible. But can it write your marketing text messages for you?
The answer is yes, with a catch. Let’s break it down.
What is AI-Generated Content?
Before we continue, let’s first define what AI-generated content is. AI-generated content is written material created with the help of artificial intelligence (AI). This can include articles, marketing messages, blogs, social media copy, product descriptions, etc.
To break it down further, the AI is trained on massive amounts of data to understand language, style, and context. Once trained, it can generate new content on its own, mimicking how it was taught.
Benefits of Using AI
Saves Time
AI-powered text generators (such as ChatGPT and Google’s Gemini) create content quickly. With the help of AI, you write multiple messages in a fraction of the time it would take a human writer. This saved time can be used for other strategic activities, like campaign planning, personalization efforts, or spending more time with customers.
Consistent
Consistency is key in marketing, and AI can help keep uniformity across messages. Whether you’re sending out promotional offers or informational updates, AI can make sure that each message follows your brand’s tone and style. This consistency helps reinforce your brand’s identity and build customer trust. But AI is not perfect at this. That’s why it’s always a good idea to review and edit messages before sending them.
Downfalls of Using AI
Missing A Human Touch
Here’s the catch – AI tends to miss the mark when it comes to sounding like a human. Writing marketing messages isn’t just about selling stuff; it’s about connecting with people. AI might get the words right, but it often lacks the warmth, empathy, and personal touch that make messages resonate with real humans. Because of this, your AI-written messages may come across as impersonal or robotic.
The emotional connection that humans have is difficult for AI to replicate. Customers can usually sense when genuine emotion is missing, making it challenging to create a meaningful and lasting connection. Where authenticity is highly valued, this shortfall is a significant drawback to using AI.
Related: Tactics to Avoid Sounding Like a Bot When Sending Marketing Text Messages
May Sound “Spammy”
One of the pitfalls of relying solely on AI for SMS marketing messages is the risk of sounding robotic or spammy. Generic, impersonal messages negatively affect your business’ reputation, decreasing engagement and resulting in higher opt-out rates. If messages sound spammy, people are more likely to think its actually spam and report your messages, potentially exposing your business to legal risks and penalties.
Find A Balance
Given the benefits and downfalls of using AI for SMS marketing messages, finding the balance between automation and personalization is crucial.
Here are a few strategies to find that balance:
Personalize Text Messages
While AI can generate message templates efficiently, incorporating personalization elements makes the communication more engaging. Use customer insights to tailor messages based on their preferences, purchase history, past conversations, or demographics. Personalized messages are more likely to resonate with recipients and drive desired actions.
Review Messages
Although AI can handle the bulk of message creation, human oversight is essential to ensure quality and relevance. Have a team member review AI-generated content before sending it out to make sure it aligns with your brand’s voice.
Add your brand’s personality, storytelling elements, and emotions during this editing phase. This way, you get the best of both worlds – the speed and efficiency of AI combined with authentic human personality and emotions.
This human touch adds a layer of authenticity and improves the overall effectiveness of your SMS marketing campaigns.
The Verdict
So, can you use AI to write your marketing text messages? Absolutely, you can. But should you? That decision is up to you and your business.
If you let AI do the heavy lifting by generating drafts quickly, you must still look over the messages to make sure they contain correct information and are personalized to specific customer segments.
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