It’s no secret: the marketing world is buzzing about Generative AI tools like ChatGPT that can churn out blog posts, social captions, and even ad copy faster than you can say “algorithm.” These tools have revolutionized how agencies generate content, offering impressive speed and versatility. In fact, a recent study by eMarketer found that 58% of marketers whose companies use generative AI leverage it for content creation[1]. 

Indeed, these tools can be extremely helpful. At Tell Your Story, we sometimes incorporate the technology into our content creation to help us outline ideas, or substantiate points of view with vetted research. But too much of anything isn’t a good thing. It’s important that companies partnering with marketing firms be careful and thoughtful about what their agency is churning out under the company’s brand.

Just ask the folks at New York law firm Levidow, Levidow & Oberman. In 2023, two of their lawyers submitted a legal brief in a personal injury case that included six fictitious case citations generated by an artificial intelligence chatbot, ChatGPT[2]. A judge ordered them to pay a $5,000 fine, but it also goes without saying that the firm’s reputation took a hit.

If you’re partnering with a marketing agency, there’s a growing concern that over-reliance on AI-generated copy might be sacrificing originality, brand voice, and ultimately, the effectiveness of your marketing campaigns. Here’s what to watch out for and how to ensure you’re getting your money’s worth:

5 Signs Your Agency Might Be Overusing ChatGPT (or similar AI tools)

1. Sudden Changes in Voice and Style: Does your recent marketing copy read with a noticeable shift in tone, vocabulary, or overall brand personality? This could indicate a switch to AI-generated content.
2. Generic or Formulaic Content: Strong, original writing often has a clear point of view or unique take on a topic. Your brand voice should have its own unique “spark.” While AI like ChatGPT is adept at following prompts, it can sometimes produce content that feels a little too informational and lacks personality. Content is valued because it contains unique industry insights and experience, something AI alone cannot produce.
3. Lack of Industry-Specific Nuance: AI tools don’t always grasp the subtleties of your industry. If you’re noticing a decline in the use of technical terms, niche references, or insights that resonate with your target audience, your agency’s content might be missing that human touch.
4. Overly Perfect Grammar: While good grammar is key, AI-generated content can be too grammatically perfect. Look for the small imperfections that often characterize human writing.
5. Specific Words and Phrases: Look out for over-use of some of ChatGPT’s favorite terms such as:
   • Unleash
   • Game changer
   • Tapestry
   • Buckle up 
   • Delve
   • Dive
   • Embark
   • Emerge
   • Realm
   • Illuminated
   • Majestic
   • Unravel
   • Intertwine
   • Synergy
   • Holistic
   • Immerse
   • Orchestrate
   • Embark on a journey
   • Treasure trove

What to Do If You Suspect Overuse

If you think your marketing partner is overusing AI tools, there are many online tools designed to analyze text and predict the likelihood that it was written by AI. These tools aren’t foolproof, but they can provide a good starting point when the suspicion is there.

Subsequently, here are some recommendations to communicate to your agency about this issue. 

Communicate Openly: Reach out to your agency and express your concerns. Frame the conversation around your desire for original, engaging content that aligns with your brand voice.

Ask for Transparency: Inquire about their content creation process. A reputable agency should be willing to discuss their use of AI and how it complements, not replaces, human creativity. Many agencies even have an AI Policy written for employees. Ask to see theirs if one exists.

Request Examples: Ask to see examples of content created by specific team members to get a sense of their individual styles and capabilities.

Set Clear Expectations: Establish guidelines for the use of AI in your marketing materials. You might request that AI-generated content be reviewed and edited by a human copywriter to ensure quality and brand alignment.

The Bottom Line

Gen AI tools like ChatGPT can be valuable assets for marketing agencies and departments. They can spark ideas, make drafts stronger, and provide research that may be hard to find. While AI can undoubtedly aid in the creative process, we also must recognize the need to uphold standards that prioritize human ingenuity over machine output. Like any tool, they should be used strategically and in moderation. Rather than fully avoid its use, which is likely not realistic, companies should provide ethical, common-sense guidelines.  

By communicating openly with your agency, you can ensure that your marketing content remains original, effective, and reflective of your unique brand identity.

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[1] https://www.emarketer.com/content/3-4-marketers-using-ai-content-creation-with-most-cautiously-optimistic-about-its-ability-drive-growth
[2] https://www.reuters.com/legal/new-york-lawyers-sanctioned-using-fake-chatgpt-cases-legal-brief-2023-06-22/