Like every tech marketer, I’ve used a variety of GenAI tools, in addition to writing articles for my clients with guidance on the use AI. I’ve stumbled into 3 specific pitfalls, (not counting my initial reluctance) and wrote here about how to avoid those pitfalls.
Will AI Take Your Job?
A consensus seems to have emerged: AI isn’t going to take your job, but someone using AI will. I wrote, “Optimism for the Impacts of AI on Work,” for a client, which includes how AI’s impact will be net additive and how my client can help you get the most out of Google’s AI tools.
Refusing to leverage the tool will only harm both your short-term productivity and long-term career prospects.
Reasons for Reluctance to Adopt AI
I confess to some reluctance to enthusiastically embracing AI. I see teenagers using it and recognize the extreme harm it can cause students to abandon the work of brainstorming, researching and compiling notes, composing a cohesive outline, then completing a final essay relying on their own intellect.
But that’s not this. I realize.
The image ChatGPT created to accompany this paragraph:
Gemini gave me 4 images which were better, with the exception of the young lady with 4 legs. I’ve included 2 below.
Onward! Leveraging GenAI in Technology Content Marketing
So, I’ve been using it. Primarily Gemini, but also ChatGPT and Lovable, a website and app-building tool.
Verdict: Mostly Good, Sometimes Annoying
On balance, I have benefited from it. It has created fresh content, particularly imagery, that I wouldn’t have had otherwise.
However, GenAI has also resulted in frustrating roadblocks that have even hindered progress.
The good news is that much of this frustration can be avoided if you simply know the limitations!
GenAI = Faster Incompetence
If you’re incompetent, AI will simply let you be incompetent faster, or as my good friend and fellow tech marketer said, “Accelerate your ineptitude.”
I feel like it’s mean spirited of me to say, but I have lived it.
Asking ChatGPT to write your emails and sending them to the team with cute emojis and bold text does no good if you still don’t follow through and execute your duties! Like ordering the additional equipment your team needs to do their jobs.
1. Text Limitations: USP
Don’t turn to GenAI to tell you your unique selling proposition. How is it supposed to know if that hasn’t yet been documented? GenAI relies on existing knowledge, referencing published assets. You must apply the sum total of your knowledge of your product offering and target audience to create initial drafts.
That’s not to say AI can’t modify the language, but you must write something to start.
2. Beware Highlighting Your Tools’ Use of AI
It seems every company is touting their use of GenAI or Agentic AI. The technology quickly shifted from a strategic competitive advantage to a platitude.
Even if it wasn’t something everyone else was already saying, “We use GenAI” is not a valuable selling proposition (not alone that is).
As UX design expert Jared Spool wrote, “Your users don’t care if your product has AI in it. They just want your product to make their life better in some way.”
AI isn’t your competitive advantage.
AI isn’t your unique selling proposition.
AI can power those things, but the output of AI is what brings value to your users – not the fact that your functionality is AI-powered.
3. Beware Hallucinations (Obv) & GenAI Image Creation Limitations
I wrote about “4 Occasions GenAI Wasted My Time & How Marketers Can Be Efficient with AI.” Hallucinations are tedious. You must check everything carefully because you have no idea where they could crop up. You could get 19 good results, but that doesn’t mean the 20th won’t be nonsense.
See my blog, “3 Weird Obstacles with AI Generating Images.” Spelling errors are frequent – even when your prompt is spelled correctly. Of course, you could simply prompt to fix the errors – but that’s not an option, at least using Gemini in Google Docs. After creating an image, it cannot subsequently edit that image.
Do you need some AI-enhanced content marketing support? Let’s chat.