Sales and Marketing - Jen Jordan
Jen Jordan brings a wealth of life and leadership experiences to her writing. After 10 years creating a variety of content for a nonprofit, Jen decided to establish her own writing business. She specializes in creating high quality blog and website content for small businesses. When she's not writing, Jen is a competitive triathlete with a goal of completing a triathlon in all 50 states.
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Staying Authentic While Using AI: Tips for Small Business MarketingAuthenticity seems to be a buzzword in marketing right now - and for good reason! Throughout 2025, analysts are seeing a shift away from generic marketing content as consumers expressed a desire for something "real." Customers are increasingly tech-savvy, but they are also more discerning about which brands they trust. This surely feels at odds with the parallel rise of AI tools for small business marketing. Savvy small businesses can lean in to learn how to use the AI tools to build authentic relationships with customers. Why Authenticity Still Matters According to two surveys (the 2025 Edelman Trust Barometer and a survey by Nosto), more than 80% of consumers say authenticity is a key factor when choosing businesses to support. These numbers underscore a vital point: flashy technology doesn’t replace real human connection. Consumers want to know that there are real people behind the products and services they buy. AI can make marketing more efficient, but when misused, it risks coming off as impersonal or even deceptive. How Small Businesses Can Use AI Authentically There are strategic and savvy ways small businesses can harness the power of AI without sacrificing authentic connections. Be Transparent About AI Use Honesty builds trust. If you’re using AI in your marketing-whether it’s a chatbot, a personalized email engine, or AI-generated images-be transparent. Consumers are not opposed to automation, but they appreciate honesty and clarity in its implementation. A simple note like "This message was crafted with the help of AI" adds clarity and builds credibility. Prioritize Real Stories, People, and Voices Whenever possible, avoid stock images in favor of real customers. Share authentic stories and case studies. Share behind-the-scenes moments and honest lessons learned, as well as success stories. Use AI to Support Your Research - Ensure Your Message Is Uniquely Yours AI excels at analyzing customer behavior and predicting trends, but only humans can tell your brand story. Use data from AI to inform your content, rather than creating it entirely. For example, an AI tool might tell you which blog topics are trending, but your blog post should include your perspective, anecdotes, and brand values. Don’t hesitate to share your professional opinion when appropriate. This educates your customers about why you do things the way you do and reassures them that your marketing content is authentic and reflects your voice. Prioritize Engagement Over Automation AI can help scale your outreach, but authentic engagement happens through conversation. Don’t let automation become a barrier to customer interaction. Make it easy for users to connect with a real person. Follow up on any AI-driven interactions with personal touches, like a thank-you email written by a team member. Reflect Real Values and Purpose Consumers are highly value-driven. They want companies to have a clear purpose and take a stand on issues that matter to them. When using AI tools to craft messaging or social media content, ensure your brand values are front and center. AI should amplify your voice, not replace it. AI is an incredible asset for small business marketing. When used strategically, you can create more personalized and effective marketing campaigns. Still, authenticity will always be what builds loyalty, and this is where small businesses can thrive! Works Cited https://ducttapemarketing.com/bold-moves-for-future-ready-marketing/ https://www.techtarget.com/whatis/feature/Why-authenticity-in-marketing-is-important https://vision-advertising.com/blog/2025/balancing-authenticity-and-ai/ |
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