Brand monitoring in the age of AI — Meghan Bazaman // Capterra

Quotes

• "One thing we need to talk about a little more is the potential dark side of AI. So essentially, the adoption of free and low-cost generative AI tools like chat GPT is making it easier than ever to create these large volumes of content. And for marketers, that means an escalation of potentially hazardous or damaging content when these tools fall into the hands of bad actors." - Meghan Bazaman

• "We're seeing marketers respond to brand monitoring. Today, a lot of them are relying on software to track brand mentions, especially across social media. And of course, things are moving so fast. So being able to track things like hashtags, posts, comments, and all of that feedback is critical. And in some of our recent research, we did find that the majority of marketers do have dedicated resources, like budget, staff, or software, going into social media monitoring. But what we did also see was that small businesses were a little less equipped to respond to the social content issues." - Meghan Bazaman

• "Addressing the data accessibility issue with brand monitoring is about having a data management policy, which is essentially documentation for handling, storing, and processing data across the business. And then having policies that sort of define responsible parties for collecting and analyzing social media data. And that helps provide clarity for employees. And then another thing would be like really working on upskilling your marketing team on data tools and techniques." - Meghan Bazaman

• “Users aren't necessarily aware of biases that AI models are replicating through their training data and that you might have heard of, like hallucinations, where these models are predicting or generating unpredictable, unwanted, or even downright incorrect outputs.” - Meghan Bazaman

• "How are you going to stay successful with brand monitoring as you react to all of this and like more volatile content and AI-generated content? Having a marketing team that is equipped to work with data and is data literate is very key, as is having software tools to help you with this. And then, having a data management policy and data literacy training is going to be key in the future." - Meghan Bazaman

• "Marketers need to know that volatile content is on the rise. And from some of our survey research, we were already seeing that, like, close to 60% of marketers are already witnessing defamatory content about their brand." - Meghan Bazaman