Where should B2B leaders draw the line when using AI to create content? In this episode of Grounding AI, Donna Peterson shares an ethical struggle she has been thinking about as AI makes it easier to generate entire podcasts, blogs, case studies, presentations, and other thought leadership.
Where should B2B leaders draw the line when using AI to create content?
In this episode of Grounding AI, Donna Peterson shares an ethical struggle she has been thinking about as AI makes it easier to generate entire podcasts, blogs, case studies, presentations, and other thought leadership.
Donna uses AI regularly. She trains companies on AI and believes it can be an extremely useful business tool. But there is an important distinction between using AI to organize and communicate your expertise and allowing AI to manufacture expertise that was never yours. For B2B companies with expensive products, complex services, and long sales cycles, that distinction matters. Buyers need to trust that the experience, opinions, case studies, and knowledge associated with your company are real.
Donna discusses how she uses AI for brainstorming, challenging her thinking, organizing ideas, and making her own knowledge easier to communicate without asking AI to do the thinking for her.
She also shares a simple question leaders can use when reviewing AI-assisted content:
Where did the thinking come from? Was it based on your company's actual experience? A real customer? Your research? A real project? Your team's expertise? Your own opinions?
AI should help your company communicate its expertise more effectively. It should not manufacture expertise your company does not have. If your team is using AI for B2B marketing, thought leadership, case studies, blogs, podcasts, or other business communications, this is an important conversation to have.
Grounding AI is presented by World Innovators, helping B2B companies reach the right audiences, communicate clearly, build trust, and use AI responsibly in their marketing and business strategy.