It's time to play...safely
Even the most reluctant must now be realising AI is no fad. We’re starting to understand it will transform how we work. But we’re also hearing whispers about dodgy data, lies and misinformation. Here’s Heather Murray – minus the jargon – with her guide to Gen AI in professional services marketing.
Remember when we first got mobile phones? I do. In fact, I was one of the first people in my class, so I couldn’t even call anyone. It was a mix of excitement, potential, but also frustration. That’s where many of us are with generative AI right now, but on a grander scale.
Let’s talk about using generative AI safely and effectively in professional services marketing. I won’t be using any jargon – I believe a big part of us learning AI properly is making it as accessible as possible.
The promise (and it’s a big one)
Generative AI is like having your own energetic, enthusiastic intern who never sleeps, and is always up for whatever task you present. It can help with research, brainstorming ideas, analysing trends, and even drafting initial content. Need to understand a complex industry report? AI can summarise it. Planning a content calendar? AI will devise different angles and approaches. Struggling to come up with an idea? AI will brainstorm with you.
The reality check
After initial concerns, many marketers are diving in headfirst, particularly with ChatGPT, thinking they’ve found the perfect copywriting solution. “Rewrite this email”, they’ll say. “Write me a blog” they’ll say. And it will. At first it seems like magic – but on closer inspection, it is often generic, bland content lacking the authentic, engaging or creative voice good copy needs. Worse, about 15% of the time, it can hallucinate – confidently making up facts, statistics, and even entire case studies. If you’re not aware of this, it’s easy to propagate misinformation.
“Remember when we first got mobile phones? It was a mix of excitement, potential, but also frustration. That’s where many of us are with generative AI right now, but on a much grander scale”
The risks you need to know about
First, there’s data privacy. These tools learn from what you tell them – and the more context you provide, the better they perform. That’s all well and good, but from where are they getting your data? At first, big chunks of the publicly available internet. More recently, what you type in (or files you upload). So, why’s that bad? Well, different tools have different data policies. Some might use your inputs to train their models, meaning your confidential information could theoretically appear in someone else’s responses.
Then there’s something I get asked almost daily – who owns the IP of the content I create using AI? It’s murky. Again, it depends on the tool. Some tools let you own and sell the outputs; others keep partial ownership. And even if you own the IP, you might still inadvertently include copyrighted material in your content, leaving you open to being sued.
How to play It safe
- Choose your tools wisely: If you have the budget, go for the Teams or Enterprise grade AI tool options when handling anything related to your firm or clients. Yes, they cost more, but they typically offer better security and clearer terms of use.
- Know the limitations: AI is fantastic for brainstorming, research, and initial drafts. For example, I used Claude to help plan and structure this article – note the word “help.” It’s an excellent collaborator, not a replacement for human creativity and judgement.
- Always verify: Never trust AI-generated facts without verification. That “fascinating statistic” it just provided? Check it. That “common industry practice” it mentioned? Verify it. Use tools like Perplexity, as they make it easy to fact-check.
- Be transparent (but sensible): The debate around transparency continues. Whilst some argue we should declare all AI usage; others point out we don’t typically credit Microsoft Word or Google Search. The key is being appropriately honest about your process while focusing on the value you provide to clients.
The smart way forward
Think of generative AI as that energetic, enthusiastic assistant I spoke of earlier. Used properly, it will make your life much easier. It will open many new doors. It will change how you approach your daily work (and your home life). But it has human-like flaws. It forgets, it lies, it has prejudice and it just doesn’t have the experience like you do.
The firms that will benefit most from AI are those that understand both its potential and its limitations. They’re the ones using AI to enhance their human capabilities, not replace them. Remember: in professional services, trust is everything. Use AI to help you work smarter, but never at the expense of accuracy, authenticity, or client confidence.
The future of marketing isn’t AI, but it isn’t human either. It’s AI and human, working together intelligently and responsibly. It’s time to play, but let’s play safely.
Join Heather’s AI Academy to get live training, expert masterclasses and more. There is a 20% for-life discount for Centrum readers and PSMG members by registering here and using the code ‘PSMG’.