{"id":5713,"date":"2023-10-16T01:59:00","date_gmt":"2023-10-16T05:59:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/10\/16\/ai-slated-to-worsen-our-global-digital-waste-problem-heres-how-marketers-can-help\/"},"modified":"2023-10-13T15:00:57","modified_gmt":"2023-10-13T19:00:57","slug":"ai-slated-to-worsen-our-global-digital-waste-problem-heres-how-marketers-can-help","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/ai-slated-to-worsen-our-global-digital-waste-problem-heres-how-marketers-can-help\/5713\/","title":{"rendered":"AI Slated to Worsen Our Global Digital Waste Problem. Here\u2019s How Marketers Can Help"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Stefan Bardega, Global Head of Performance Marketing, IDX<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Our industry has a problem\u2014a big one. And it all centers on digital waste resulting from a proliferation of MarTech platforms across the globe. In fact, according to a recent <a href=\"https:\/\/resources.investisdigital.com\/waste-less-grow-more-unlocking-the-value-through-connection\/\">Forrester<\/a> study,\u00a0nearly half (47%) of marketing professionals believe that mismanagement of MarTech platforms leads to both wasted resources and funds\u2014which, in turn, escalates the digital overflow, increased power use, and elevates carbon emissions\u2014all things we can agree are bad. But that realization doesn\u2019t even consider yet another threat which will undoubtedly deepen our \u201cpiles\u201d of digital waste: Generative AI.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Just about every company\u2014big or small\u2014is embracing Gen AI in some capacity, but most are using it to create <em>more<\/em> content. But why? Because it\u2019s easy to prompt a tool like ChatGPT to crank out a blog post or press release, or MidJourney to manufacture a new graphic, and voila\u2014within a matter of seconds, you\u2019ve got something new to post and share. But here\u2019s where it gets complicated. Gen AI doesn&#8217;t <em>automatically<\/em> translate to superior or even distinct outcomes. Indeed, its rise might exacerbate the issue of digital clutter.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A Wall Street Journal article recently shed light on how gen AI\u2019s advent has led to a surge in irrelevant article suggestions submitted by PR and content marketing experts, evolving into a\u00a0<a href=\"https:\/\/accounts.wsj.com\/login?target=https%3A%2F%2Fwww.wsj.com%2Farticles%2Fchatgpt-already-floods-some-corners-of-the-internet-with-spam-its-just-the-beginning-9c86ea25\">blizzard of spam<\/a>. The report flags numerous examples of AI-created content overwhelming news platforms and social media alike.\u00a0For example, NewsGuard, which evaluates news websites, identified 49 AI-powered fake news portals in early May, as reported by The Wall Street Journal. By June&#8217;s end, this number had soared nearly 300% to 277. And it\u2019s no secret why. Gen AI expedites content production, which compounds the waste problem.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Now it deserves mentioning that this influx of AI content isn&#8217;t merely a nuisance\u2014it has a very real environmental impact. Perspective and context are everything, so now\u2019s the time to spotlight the fact that the internet&#8217;s total carbon impact\u00a0<a href=\"https:\/\/www.performancemarketingworld.com\/article\/1799142\/the-internet-worse-environment-airlines\">is greater than that of our global airline industry.<\/a><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, what\u2019s a marketer to do? How can we help?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">First off, own that we\u2014as a global collective of marketers\u2014are primary users of Gen AI. Which means we can help fight the issue by being more thoughtful about the content we choose to create.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Second, remember that content should never be created in a vacuum. Whether your team is using Gen AI or building by hand, ensure you\u2019re tapping into the data you already have around your customers, their browsing habits and their product preferences. In other words, understand the distinct attributes of your audience, which is a fundamental approach that perhaps marketers are losing sight of in their rush to create content just because they can with Gen AI. Then, use that data to ensure your content is customized and tailored, and therefore less likely to be seen (and treated) as waste. Less likely to be flagged as spam or sent to trash, and more likely to be clicked.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Third, Gen AI can help you optimize your content before you create it\u2014to measure twice and cut once. Yes, AI-powered tools can auto-generate both text- and visual-based content, but they can also help you ensure your message is succinct, direct and engaging for your intended audience, and your imagery is inspired. With effective prompting, Gen AI can help marketers create content which can be re-used efficiently across multiple platforms\u2014from their website to social media.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One last flag: Don\u2019t rely on AI for <em>everything<\/em>. It\u2019s a tool\u2014an asset, even\u2014not a substitution. After all, prompts need to come from somewhere\u2014someone\u2019s creative ingenuity or their strategic mind.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Don\u2019t rely on AI for everything. It\u2019s a tool\u2014an asset, even\u2014not a substitution. After all, prompts need to come from somewhere\u2014someone\u2019s creative ingenuity or their strategic mind.<\/p>\n","protected":false},"author":7,"featured_media":5714,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-5713","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>AI Slated to Worsen Our Global Digital Waste Problem. 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