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Customers can’t tell the difference
between reviews written by AI or a person
ustomers find it difficult to tell the human raters reviewing the content, judged
Cdifference between product reviews the sentiment of the post and reviewed the
written by a person or ChatGPT, according to engagement too.
new research. The researchers found that AI still struggles
The researchers also found that AI-reviews with creating rich, varied, and detailed content
were much more overwhelmingly positive, but compared to humans. However, AI is effective
these reviews were often less-detailed and at creating content with positive emotions and
more likely to include false information. persuasive appeal, and can also be more
Researchers wanted to examine whether convincing to customers when it comes to
or not generative-AI tools, like ChatGPT, social media posts.
were able to create narratives that resonate The researchers also found that ChatGPT
with humans to a similar level that human 4 was much more effective than ChatGPT
marketers were – focusing on marketing 3.5, when it came to creating effective and
content, such as social media posts, product persuasive content.
reviews and ad copy. “As generative AI tools like ChatGPT are
To do so, three separate studies were increasingly used in marketing, they help
conducted comparing generative-AI content automate tasks like crafting social media
to human-created content. The researchers posts and responding to customer comments,
focused on the sensory experiences of two resulting in higher engagement and increased
products; whisky and chocolate. purchase intent.”, says Professor Wen.
The first study used a text analysis tool “However, research shows that while AI-
to compare AI-generate product reviews generated content can be effective, it still
to human-generated reviews, finding that lacks the nuanced understanding and
human-written content was more genuine, and authentic voice that human creators bring
less positive than AI-generated content. to marketing, therefore human input is still
Then, in the second study, the researchers needed in the process”.
used human raters to review the content too, The researchers state that these findings
as opposed to a text analysis tool, of which clearly show that aspects of a marketer’s role
the raters came to the same conclusion. that AI can be hugely beneficial in creating
In the final study, the researchers reviewed impactful content for their company. However,
social media posts; of which half were there are still clearly challenges around
branded content, and half unbranded. Some misinformation – such as ChatGPT inventing
of the posts were written by ChatGPT, and information – that need to be considered in
some by human social media marketers – with the process.
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