The KP Advantage: Using AI Without Losing Our Human Touch
It’s easy to get caught up in the latest tools, technologies, and data-driven strategies. As early as 2022, Salesforce reported that over half of marketers were using generative AI already in their roles, while another 21% planned on beginning to use it.
At this moment, it is very likely that the marketing for your business is being aided by generative AI tools.
The rise of AI and automation is changing the way we approach everyday marketing tasks: content creation, writing copy, creative thinking, market data analysis, image generation, and so much more.
But in our quest for efficiency and scale, we can’t afford to lose sight of the most important element of marketing: human connection.
Knucklepuck is known for our diligent and hands-on approach to digital marketing. AI tools afford our team invaluable opportunities to amplify our human efforts to deliver maximum results. Below, we outline our focus on maintaining our human-centric approach to marketing using AI.
We Research
We spend hours researching tools, starting with ChatGPT, Gemini, Midjourney, Fathom, and OtterAI. We read articles, listen to podcasts, and attend conferences where this is a strong focus on AI and machine learning in marketing.
We learn about the tools’ features, datasets, and how other marketers are using these tools as part of their workflows. We determine which AI tools are the best fit for our Paid Media and SEO teams to increase the effectiveness of our services and operations.
We Test
The best way to identify practical applications of any new technology is through testing. We empower our team with access to AI tools and incorporate our expectations into our Quarterly Rocks.
Potential use cases are shared across the team and we rely on our peers to validate the AI tools are consistent with our commitment to to Create Value and Embrace Personal Accountability.
We Train
Knucklepuck firmly believes these AI tools are only as valuable as the expertise of the people wielding them. Brett Snyder, our CEO and Founder, organized the Knucklepuck AI Olympics to introduce potential applications of these tools for content development, ad copy optimization, and image generation.
Knucklepuck Retreat design submission using DALL·E
We create protocols that apply to all Knucklepuck team members to ensure consistency and accountability to responsible use of these tools.
We Regulate
Like all new ideas, we need to make sure there are regulations in place to ensure we continue to live out core values and provide high-value SEO, Paid Search and Paid Social services to our clients.
Our leadership team monitors evolving legal and ethical implications of using AI. We acknowledge the potential for misleading or biased outputs from AI tools, particularly with regards to inclusive and diverse datasets.
We also released an MVP policy regarding the usage of AI tools and the importance of using these tools responsibly. This policy includes the requirements every employee must abide by when using any AI tool.
We Adapt
One of Knucklepuck’s Three Uniques is Malleability.
Malleability
Access
Retention
We believe that the only constant is change and a rigid system is destined to fail. As AI continues to impact the marketing landscape, we adapt to these changes without compromising our strength of services.
We are still figuring things out as we continue to work with generative AI and other machine learning tools. We encourage our team to communicate with each other, present their ideas, gather questions from clients, and research the evolving landscape of generative AI and its impact on our industry.
Our Product is STILL our People
At the end of the day, AI will never replace the high-touch human approach that we take with our work and with our clients. If you are interested in a strategic partner that will help you with your SEO or Paid Media strategy, connect with us to learn more about our human-centered approach.