AI – The Anti Interpersonal Way to Reach Your Audience

There is no doubt that AI is taking over. It is not a question as to “if,” but “when.”

As a professional writer, that puts me in a conundrum. I know more companies are using AI. In some cases, it is effective. In other instances, though, it leaves something to be desired.

I know how to reach an audience. I’ve written about medical devices, financial services products, state pension plans and many other industries and products. As I’m crafting my message, I think about the end user. It is educational. Afterall, I am trying to teach the reader something. But there is also an emotional component. I’m trying to make a connection with the audience. AI, on the other hand, is simply a message (at least at this point in its infancy). It provides information in a predominantly interpersonal way.

Marketing Example

For example, here is a section of a blog I wrote a few years ago about Brad Penn oil. I knew a real person was reading it to see if this was a product beneficial to them and their vehicle.

No matter the vehicle you drive, PennGrade has a fluid that will provide the performance and protection you want. If you’re ready for an oil change, PennGrade 1® Monograde High-Performance Oils deliver excellent shock load and high-temperature protection to heavily stressed engine parts such as bearings, camshafts, rings, and pistons. They reduce internal friction for increased horsepower output while maintaining their strong lubricating film protection even under the most demanding torque and extreme temperature conditions. These high-performance formulations also possess good anti-foaming and shear stability characteristics, excellent high-temperature protection from thermal breakdown, outstanding film strength, and strong anti-wear properties.

After running this paragraph through an AI rewrite, it turned to this:

PennGrade offers fluids for all vehicles, ensuring reliable performance and protection. PennGrade 1® Monograde High-Performance Oils provide strong lubrication, reduce friction, and protect critical engine parts even under extreme temperatures and stress. These oils also feature anti-foaming, shear stability, and robust anti-wear properties.

I agree that the second version is shorter and provides the same basic information. But does it make the reader feel like they are being addressed in a personal manner? Is there anything that makes the reader think that the company cares about them?

Emotional Decision

Again, here is another example from a client-facing newsletter I wrote for insurance agents.

Each September is recognized as Life Insurance Awareness Month (LIAM). The idea is to remind people about the benefits of life insurance but also let them know what could happen if they do not have insurance or enough insurance.

The truth is that no one wants to think about life insurance. But, if you have a family that depends on you financially, it is an important topic. Unfortunately, most people don’t fully understand life insurance nor the financial stability it provides beneficiaries. According to studies, 101 million Americans need life insurance – or more it.

Now is the time to discuss life insurance with a trained professional. A licensed agent can provide valuable information, help you make choices and dispel myths and confusion about life insurance.

And, after an AI rewrite:

Life Insurance Awareness Month (LIAM) is observed each September to highlight the benefits of life insurance and inform individuals about potential implications of having insufficient coverage. For people with dependents, life insurance can be a relevant financial consideration. Many individuals may not have a complete understanding of life insurance or its role in providing financial stability for beneficiaries. Research indicates that 101 million Americans require some form of life insurance or additional coverage. It is advisable to consult a licensed professional who can offer information, address misconceptions, and assist with decisions regarding life insurance.

I find this one even more egregious. It has completely removed a personal touch that reaches the audience. The AI version has absolutely no emotion. It has condensed it down to 94 words of data. As a reader, especially if I am reading about something like death and leaving a legacy for loved ones, I want the emotional connection. I want to know that I am doing something for my family, not that it is a “relevant financial consideration.”

Invitation to Respond

If you’re an employer who is fully embracing AI and use it to quickly get your ideas out, maybe it is time to pause for a moment and think about how your audience may perceive your message.

I invite you to share your comments below.