The human touch
Part 3
In Part 1 of The Human Touch, we highlighted the importance of humanising B2B communications. In part 2, we shared six ways to humanise your B2B content.
In this final part, we explore the human potential of AI in B2B content. For background, last year we set up an AI task force to learn, experiment, and understand what AI has to offer. Here are a few of the things we’ve learned.
AI's not treading on our toes
The truth is, no one knows exactly what effect AI will have on creative industries, comms, PR and marketing. An impact study published by the UK Government in November 2023 found that while AI is ‘likely to have a profound and widespread effect on the UK economy and society’ the ‘precise nature and speed of this effect remains uncertain’.
And while the report estimated that 10-30% of jobs are ‘automatable with AI’, it also warned that the results of the study ‘should be interpreted with caution’.
Which is why, when it comes to AI, it’s still very much early days. Rather than being influenced by others, we need to decide for ourselves how best to use this new technology.
Video produced using a combination of AI and traditional video editing.
View AI as a tool, not a threat
The key is not to see AI as a threat but as a tool in our creative arsenal. A way to enhance our own skills and strengths, with the benefits of speed and depth that only technological intelligence can bring. Who is going to say ‘no’ to a supercharged solution like that?
But before we get ahead of ourselves, we need to take a step back. Just like with any new tool or partnership, we can’t jump in head first without an element of caution and a willingness to test boundaries. We need to dip our toe in the water and find out what we can achieve together with AI at our side.
Image generated with DALL.E.
It’s how you use it that counts
From our own experience, AI is great for spotting trends, patterns, and markers. And that means it’s handy for research, first drafts, initial design ideas and layout plans for content. But that’s it.
What AI can’t do is match the human contribution. The way we get narratives, feel empathy, and play with language nuances — it’s not in the same league and doesn’t come close to those who've got a knack for spinning a great story.
Image generated with DALL.E. Again, note the issues with text generation.
To AI or not to AI? That is the experiment.
So, play with the technology. Try it out for yourself. Experiment. This isn’t about putting copywriters, strategists or designers out of work. Nor are we handing over full control to the technology.
As mentioned, we’re using this smart new technology as an additional component in our toolkit. Giving ourselves another way to create engaging, exciting and insightful content that hits the spot with the audiences we need to connect with.
Ultimately, it’s about trusting your own judgement. You don’t have to follow AI’s lead. After all, who is the best person to judge whether something has the right level of ‘humanity’ or is most likely to resonate with a chosen audience? We all know the answer to that.
Image generated with DALL.E.
The experience we’ve had so far has been mixed. There have been some successes. Some near misses. And some howlers we’d rather not share. But that’s all part of the learning process. What we have found, though, is that when AI and human creativity join forces, magic happens.
AI and the impact on people - getting the balance right
So there we have it. We've looked AI right in the eye, and figured out some ways to make our content more human — more 'us'. AI isn’t going to be the boss of our creativity just yet. It’s more like a supercharged sidekick — helping us understand our audience better and letting us focus on what we do best — crafting stories that really hit home.
As we step forward, let’s keep our human hats firmly on. Let’s use AI to dig deeper into what our audience needs, sprinkle in our creativity, and cook up content that's not just informative but also genuinely engaging. It’s about striking that perfect balance – blending AI’s analytical might with our human insight and empathy.
Make sure to stay up to date on the latest developments so as not to miss out on what AI has to offer. At the same time – don’t misuse it at the expense of your content’s quality and human touch. Use it to reach new heights of creativity and connection. Always aim for content that not only informs but also resonates and builds lasting relationships. That's what being human in the world of B2B is all about.
Video produced using a combination of AI and traditional video editing.
If you want to discuss how we as an industry can humanise B2B content drop us an email or fill in the form below to speak directly with with our Creative Director, Emile Kronfli.
To learn more about KT2’s creative process and how we go about delivering compelling, intelligent B2B content, visit our blog.
A bit about our Creative Director
Emile brings a wealth of industry knowledge and creativity to his role. With his experience in growing and managing teams, as well as his extensive background spanning FMCG promotions to B2B tech, he is perfectly positioned to drive KT2's client content strategies to new heights.