AI has played an established role in marketing and sales for years, especially through social media advertising: parsing through billions of data points to—for better or worse—attempt to maximize the likelihood that a user clicks through on paid ads. These efforts have had mixed results, with social media advertising being an unclear value-add for many B2C brands, while, societally, it’s led to major scandals like the Cambridge Analytica controversy.

New technologies using generative AI have the potential to play an even more significant role in how fintechs market and sell their products and services. And, what’s more, these technologies are showing largely positive results for early movers—with some fintechs leveraging content-generation engines like ChatGPT to create more content with the same amount of resources. The most strategic teams are sure to keep core factors in mind while using AI-generated content, and tweaking it to meet their needs:

Quantity vs. quality

As with other content pipelines, strategists should opt for utility and consistency in their AI-generated content, rather than mere quantity. While larger volumes of content may occasionally go viral, it risks doing so for the wrong reasons and lacking the substance that users actually need in order to appreciate a brand as an expert within its field.

This may mean that content teams have to do a greater lift per article or post, but it can create more consistent results for content teams, helping fintech sales teams and other stakeholders more predictably anticipate how content will lead to growth.

Fact-checking

Quality AI-generated content also requires double-checking the facts cited by the engine. In their current iteration, this technology has been known to make up its own facts, delivering them convincingly enough that they fly under the radar of editors and other team members.

With that in mind, teams may either want to input the specific facts they want generative AI to interpret, or may need to consistently verify the findings their content promotes. Using more traditional search and fact-checking techniques will be key, as other generative-AI-powered tools may furnish the same misinformation.

Striking the right tone

Finally, a key to compelling and consistent content is tone. Given the extensiveness of its data sets, generative AI can often convincingly match the existing tone and structure of a team’s articles and posts.

However, as with fact-checking, teams may still want to inject their own (human) flair to posts. Content should be consistent, not formulaic—meaning content teams’ creative agency still has a significant place in AI-powered operations.