Is this the real life? Is this just fantasy?

mlns='> Is authenticity possible in AI-driven marketing? [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute]( [Content Marketing Institute]( Daily News and Alert 5.20.24 Connect with CMI Hi there, Quick: What’s your brand’s most important attribute? Nearly 60% of marketers in a [recent survey]( (free registration required) named authenticity one of their prized attributes. No other option earned as high a percentage — not customer-centricity, transparency, consistency, or innovation. That finding feels particularly interesting after last week’s onslaught of AI announcements. You almost certainly heard about the dueling developments from OpenAI and Google (Robert Rose shared [the marketing takeaways]( on Friday). But did you see the [new study showing that GPT-4]( convinced people they were having a text-based conversation with another human in more than half (54%) of the interactions? The findings have yet to pass the peer-review process. But the implications are … well, I’m curious what you think: Your take (click one to vote): [Wow](mailto:kim.moutsos@informa.com?subject=CMI%20content%20feedback%20%E2%80%94%20Wow&elqTrackId=3864567664506ECDBC41C12D2E1A2F2B) [Yikes](mailto:kim.moutsos@informa.com?subject=CMI%20content%20feedback%20%E2%80%94%20Yikes&elqTrackId=821B12D8B6C75FA3FFE134846D5C5214) [Wow (but yikes)](mailto:kim.moutsos@informa.com?subject=CMI%20content%20feedback%20%E2%80%94%20Wow%20(but%20yikes)&elqTrackId=8E372538C7A81886DBE23281E4894EDE) [Other](mailto:kim.moutsos@informa.com?subject=CMI%20content%20feedback%20%E2%80%94%20Other&elqTrackId=B863BA83A0DD9C1D5E2AB7307DBCAD0F&elqTrack=false) Can a brand be authentic while using technology to mimic human conversations? The marketing study I mentioned asked about balancing authenticity and AI use. Nearly half (49%) of the marketers surveyed said it’s possible. Another significant group (44%) said it’s possible but tricky. For some reason, the vintage Chiffon Margarine commercial ([It’s not nice to fool Mother Nature!]( comes to mind. Here are a few resources to help you succeed authentically in your work.  Kim Moutsos Vice President of Editorial Content Marketing Institute [Share your feedback](mailto:kim.moutsos@informa.com?subject=CMI%20content%20feedback&elqTrackId=64550BB2B7DCF779B66C47D5721093C2)  ICYMI: [How The Humane Society Makes Emotional Connections Through Print and Digital Content]( Would the award-winning content from The Humane Society resonate without authentic storytelling? Sure, puppy pictures go a long way. But the humans behind the work make the stories shine.  Tuesday: Live With CMI | [Can We Really "Measure" Marketing Anymore?]( | 2 p.m. ET/11 a.m. PT Measurement remains a top challenge for marketers. And changes in cookie tracking, search, and social media will only make it harder. Join us for a lively conversation with the one-and-only Rand Fishkin, cofounder of SparkToro, to find out why old-school approaches like attribution won’t work anymore and what to do instead. Attend live to ask Rand and hosts Amanda Subler and JK Kalinowski your questions. Or watch it on demand when you can.  The Final Countdown: [10 More Days to Enter the Content Marketing Awards]( Deadline pressure produces some of the best work. Now’s the time to apply that pressure to your 2024 Content Marketing Awards entry. With the final May 31 deadline looming, make your cuts and polishes to the story of your most impressive 2023 content and send it our way.  Anytime: [What’s Keeping Your Target Audience Up at Night?]( No matter how authentic your stories are, they’re wasted if you don’t understand the people you want to reach. New intel from studioID’s [2024 Audience Snapshots]( will shed light on your audience’s top keywords, most pressing issues, and preferred approaches. Download your copy for insights gleaned from more than 14 million decision-makers.   To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]