AI for accounting agency advertising: A SWOT evaluation

When ChatGPT launched its public mannequin, advertising professionals and creatives debated its purposes and ethics. 

We’re nonetheless debating and studying, however we’re additionally leaning in. We need to perceive this and different synthetic intelligence fashions. 

As a model strategist for skilled companies, I at all times do a SWOT evaluation with new applied sciences in order that I could make knowledgeable suggestions to accounting corporations and different shoppers. To this point, my company has used and beneficial AI to brainstorm content material concepts and to generate fundamental outlines for articles. My crew has additionally used it for artwork concepting and inspiration. There’s large ease and effectivity to exploring an AI platform in comparison with web analysis.

Nonetheless, very similar to auditors and tax professionals who make use of automated processes, we nonetheless tailor AI-generated content material to our shoppers. We need to preserve their authentic viewpoint and voice, their search engine optimisation enhancements and calls to motion. We nonetheless fact-check our work. We nonetheless overview content material with the subject material consultants to seize their intent and preserve high quality management. 

I acknowledge that AI will get smarter. That is the purpose. Anybody utilizing an AI platform helps it study and evolve. Once more, like public accountants who’re enhancing their companies with future-focused consulting and automation to be prepared for a future with AI, accounting advertising professionals are additionally exploring AI for future methods and employees effectivity. 

So let’s SWOT AI. Listed here are some ideas about AI for branding, enterprise growth, advertising and normal creativity together with your future advertising in thoughts.

Strengths

Visually, AI can “draw” from a wide range of sources to encourage branding creativity. Utilizing prompts to set a visible creative tone, AI will combine and match creative components with out reservations. These outcomes can assist creatives push previous psychological blocks and take new approaches. 

At the moment, you get fascinating, lovely, creepy and bizarre outcomes from AI. That is OK. Its visible design and writing capabilities can assist creatives increase or check their messaging and visible ideas. 

The underside line: AI (throughout the context of human creative {and professional} interpretations) could save shoppers time when rebranding. 

Weaknesses

AI doesn’t have filters or morals. As a result of accounting advertising is a slender area in advertising total and is regulated by moral {and professional} requirements, it’s going to take time and inputs from our personal career for AI to “get” the nuances of moral advertising and visible illustration. 

As it’s, human entrepreneurs and enterprise growth professionals who’re employed in accounting advertising can take a number of months to greater than a 12 months to grasp the trade. Due to this fact, a lot of what AI produces to assist accounting advertising and prospecting could not initially match the career. 

As a result of there is no such thing as a consensus as to how copyright and likeness shall be protected inside AI-generated content material, that is an moral consideration for accounting entrepreneurs. They need to shield their very own mental property and shall be extra reluctant to create prompts for AI that assist it study proprietary manufacturers, messaging or visible components. 

In reality, some corporations are exploring in-house AI to keep up safety and management over their very own content material and assets. This can be one method to overcome the moral and contextual weaknesses of present AI instruments. 

Alternatives

There is no such thing as a doubt that AI is a game-changer for content material, technique, brainstorming, collaboration, effectivity and lots of different alternatives. For solopreneurs and creatives, it is an amazing companion for sharing concepts and getting suggestions. For groups, it upgrades their effectivity and skill to identify traits and plan accordingly. 

For leaders, AI will restart the dialog round authenticity. What does it imply to be an genuine chief who demonstrates core values and represents a imaginative and prescient and preferrred that folks need to assist? Leaders can use AI together with human consultants to assist them develop their private model, however they should present up in particular person to ship the messages and take the actions that end in thriving accounting and advisory corporations. 

Many individuals are nonetheless cautious of interacting with AI to reply their questions and remedy issues, however I feel it’s going to play a job to enhance consumer service and join folks to their key contacts and assets quicker … very similar to digital assistants, however higher. 

Threats

Lastly, I feel the largest menace of AI is ignoring it. Everyone seems to be buzzing about it proper now as the brand new shiny expertise, nevertheless it requires a long-term technique to combine it into advertising, enterprise growth, communications and consumer service, amongst different areas.   

Builders of AI are listening to {the marketplace}, too. They’ll go after the low-hanging fruit, however ultimately they’ll search for methods to disrupt any trade with their options and guarantees of affordability. 

Consider AI as a possible new worker. The place are the gaps in your advertising, your corporation growth or your consumer service capability that AI can remedy? You probably have considered it, then AI builders are excited about it, too. 

Slightly than ignore this variation and concern it, head off the menace and lean into strategies for leveraging the AI evolution (or revolution) within the public accounting trade.  

As we already know, future model and advertising success depends upon IT.