How to Safely Use AI for Marketing in 2024?

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Artificial intelligence is one of the hottest topics in marketing right now. And for good reason. The possibilities of this relatively new technology seem almost limitless.

Of course, with every new tool comes concern about the viber database impact on consumers and the public. For marketers, concerns about AI compliance may dampen some of the wild speculation about AI’s capabilities.

In this article, we'll provide you with the information you need to take advantage of AI tools in your marketing efforts without running into the regulatory challenges of AI compliance.

What is AI compliance?
AI compliance means taking steps to ensure that your organization’s use of artificial intelligence is acceptable and appropriate. This means following all relevant laws, regulations, guidelines, and best practices.

Here are some of the most common factors to consider when meeting AI requirements:

data collection,
disclosure of information,
discrimination and
confidentiality.
As you will see later in this post, AI compliance is not yet fully defined. But soon, governments at all levels will pass laws and regulations. In the meantime, all organizations using AI and machine learning models must ensure that they do so in accordance with existing consumer protection and privacy laws.

Common Risks of Using AI in Marketing
More than half of marketers already use AI to create at least some content. AI is also popular for creating personalized customer interactions and analyzing data.

Whether you build your own internal AI tools or rely on AI systems built by others, this new technology can create additional risks for your digital marketing team. Here are some key points to be aware of.

Misinformation and “hallucinations”
Two of the most high-profile recent examples of AI-generated social media misinformation involve Taylor Swift. First, doctored nude images of the singer were shared around the world on X before the platform removed them. Another series of fakes claimed she supported former US President Donald Trump.

It is also known that AI “hallucinates.” That is, it can create information out of thin air.

Marketers are unlikely to create fakes themselves. Or intentionally spread misinformation. But it’s important to double-check any “facts” that AI tools provide for your content. And it’s important to confirm the veracity of photos, videos, or any other content before re-sharing.

Data security
Digital marketers have always been responsible for protecting customer data. But with the introduction of AI, the stakes have become much higher. AI tools make it easy for fraudsters to use any customer data point as the basis for a fraudulent identity.

This means it’s more important than ever to think about how much data you actually need from customers. And especially prospects. When you collect and store data, make sure it’s managed in a secure and compliant CRM tool.

Impact on generation requirements
It is important to understand how AI impacts compliance with existing regulations.

For example, AI tools designed to create content may not understand the limits of what can be shared on social media. This is another case where human oversight can help manage risks and mitigate their impact.

How to use AI tools
Using AI in social marketing doesn’t have to be scary. In fact, AI makes life easier for social marketers in many ways. Here are some key ways to use AI without falling foul of compliance requirements.

When deciding which tasks to delegate to AI, organizations should consider the risk-reward tradeoff. For example, AI has the lowest risk when used for tasks that support the early stages of content creation, as opposed to moving into full content creation.

Here are some great ways to reduce the effort involved in using AI tools without taking on unnecessary high risks:

Research. AI is an incredible aid in research. It gathers information from multiple sources and distills it all down into an easy-to-understand summary. It also allows you to ask questions and refine results more intuitively than Googling. However, remember that fact-checking is essential when it comes to AI hallucinations.
Topic Ideas: A blank page is a content creator's kryptonite. AI Topic Suggestions are an easy way to get your brain organized and fill your content calendar.
Adapting content for reuse: AI can help you turn a blog post into a headline or an image into a video.
Customer Service. Customer service is definitely an area where AI really shines. While basic chatbots have been around for a few years, AI greatly improves their ability to answer more complex customer questions and even provide personalized shopping recommendations. Remember, though, that disclosure is important here. Your customers need to know that they are interacting with AI, not a real person.
Review all new AI tools before adding them to your tech stack
As new AI tools emerge, it will be tempting to implement them all into your business. But it’s important for marketers to pause and evaluate before jumping in. This is one case where early adoption may not be an advantage.

As a user of AI tools, you rely on developers to ensure AI compliance. If you’re unsure about a developer’s policies, data retention, or privacy controls, wait. You might want to ask your legal team to review the tool’s terms of use before you start handing over any of your data—or your clients’ data.

AI Compliance
AI compliance will soon be much more formalized than it is today. There will be clear laws. And it’s important to be prepared for what lies ahead.

While the details are still unclear, it is clear that governments around the world are looking to regulate AI and how its use impacts their citizens. Brands and other organizations that prioritize safety, privacy, and fairness in their use of AI from the start will be best positioned to adapt to changes in AI compliance as they emerge.