The 'Acoustic' Wave: Gartner Predicts 20% of Brands Will Go AI-Free Amid Generative AI Concerns
As the marketing landscape continues to be reshaped by the surge of generative artificial intelligence (AI), Gartner's latest forecasts shed light on a fascinating counter-trend. Approximately 20% of brands are anticipated to embrace an 'acoustic' approach, deliberately avoiding AI, as a strategic move to differentiate themselves in response to mounting concerns surrounding generative AI.
Generative AI: A Double-Edged Sword:
Gartner's insights underscore the double-edged sword that generative AI presents for marketers. While the technology promises increased efficiency and opens doors to creative possibilities, it simultaneously raises questions of authenticity and the potential for disinformation. Recognizing this dilemma, Gartner predicts that by 2027, a significant portion of brands (20%) will distinguish themselves by deliberately eschewing AI, aligning with a consumer demand for authenticity in an era dominated by artificial environments.
Rising Expenditures on AI Talent:
With 80% of top creative roles expected to have a heightened focus on generative AI by 2026, marketing leaders are set to increase expenditures on AI talent. This surge in investment aims to leverage AI for strategic applications, fostering innovation in products and services. Agencies, anticipating the AI boom, are swiftly building infrastructure to support the technology. Notably, WPP, the world's largest ad-holding group, has entered a partnership with chipmaker Nvidia to develop a generative AI-powered content engine.
The Authenticity Challenge:
The rapid adoption of AI and its association with disinformation pose challenges for CMOs and marketing service providers. A significant 72% of consumers express concerns about the potential for AI-based platforms to spread false information, highlighting trust issues. Social media platforms, grappling with bot problems and toxic discourse, face further skepticism, with 70% of consumers fearing that generative AI integrations could harm user experience.
The Rise of 'Acoustic' Brands:
In response to these concerns, Gartner envisions a trend where brands adopt an 'acoustic' concept, emphasizing a human-centric approach by avoiding AI and positioning themselves as more personal and genuine. This strategy aims to distance brands from perceptions of AI-powered businesses as impersonal and homogeneous.
Navigating the Pitfalls:
To mitigate AI-related pitfalls, marketing chiefs are expected to employ content-authenticating technology and user-generated content by 2026. Additionally, as top platforms like Google and Microsoft's Bing integrate generative AI features that may impact search traffic, marketing leaders are advised to diversify their channels and explore alternative strategies beyond traditional SEO.
In a landscape increasingly dominated by generative AI, the emergence of 'acoustic' brands offers a compelling alternative. As marketing leaders navigate the complexities of AI adoption, the pursuit of authenticity becomes a powerful differentiator. Whether embracing or avoiding AI, brands face the challenge of aligning with consumer expectations and building trust in an environment where the impact of technology on authenticity is under intense scrutiny.