AI and Authenticity: Key Marketing Trends for 2023
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Social media users want more thoughtful, intelligent, fun content from brands that reflects their expertise and values. Payoff for good content is increased purchases.
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As Google brings AI into search, it will provide more opinionated summaries instead of just links. This could highlight negative info upfront, challenging marketers.
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Integrated marketing across SEO, content, social, etc will be crucial as AI search consolidates info into one experience.
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With free AI-generated content, original branding and content in a company's wheelhouse will be at a premium.
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Influencers co-creating products see success, as with YouTube stars' Prime Hydration drink nearing $1.2 billion in sales. Authenticity helps drive marketing.