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Dos and Don'ts of Personal Branding with AI

11/18/2023

31 Comments

 
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by David Hagenbuch - professor of marketing at Messiah University -
​author of 
Honorable Influence - founder of Mindful Marketing 

AI’s meteoric rise has encouraged companies to quickly embrace the transformative technology while countries have raced to erect guardrails on the all-powerful algorithms.  These strategies are critical, yet such collective actions are often a function of individuals’ attitudes, which prompts the question:  What's a personal approach for ethical use of AI?
 
If your newsfeed is like mine, it overflows with articles describing organizations’ creative and sometimes controversial use of artificial intelligence; for instance, recent news stories have included:
  • A Beatles song made with AI
  • Results showing that ChatGTP makes up things 3% of the time
  • Tom Hanks disavowing a deepfake dental ad video
  • Empathetic AI helping to heal broken office relationships

By now, AI has touched most industries in more ways than one, which is part of the reason the U.S. government and those of several other nations are taking more active and deliberate approaches to support AI development.  By doing so countries can gain competitive advantage, enhance national security, and reduce negative impacts on their citizens.
 
On a personal level, parallel goals should motivate individuals’ use of AI.  I’m not a tech expert or an authority on artificial intelligence, but several years ago I suggested a simple model for personal branding that might also serve as a useful guide for individual AI use.  The 3Cs of personal branding – competencies, character, and communication can help frame how individuals should and shouldn’t use AI.
 
1. Competencies:  What a person can do well; their skills, talents, and aptitudes.
 
The ability to use AI is already a competency that many employers want and that many more will demand over the coming months and years.  However, experience alone with AI won't suffice.  Competent users of AI should be able to:
  • Choose the right AI tool – since the rapid ascension of ChatGPT, a variety of other chatbots and AI tools have emerged, some of which are tailored to particular types of information, e.g., Jasper for business and marketers and Chatsonic for news content creators.
  • Ask AI the right questions – ones that effectively and efficiently enable the chosen chatbot to locate the right information and offer truly helpful responses
  • Identify errors – those that use AI often mention times when the technology makes mistakes, sometimes retrieving the wrong information and other times even fabricating facts.
 
2. Character:  The kind of person someone is – Are they decent, fair, and honest?  Do they show others respect and demonstrate social responsibility?
 
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While personal branding for AI competency primarily involves what people should do, AI-related character largely describes things that individuals shouldn’t do, such as:
  • Suggest that work is one’s own when it was created largely or entirely by AI
  • Fail to give proper attribution, or credit, to others whose work AI appropriated
  • Forward AI results not checked for accuracy or that contain known mistakes
  • Share indecent content such as profane language, crude pictures, or other offensive subject matter generated by AI
 
3. Communication:  How a person informs, persuades, or reminds others about their brand
 
There’s a growing number of AI products that can help users communicate more effectively.  In a recent LinkedIn article,  James Lusk highlighted several of the tools.  The ones that seem best suited for positive personal branding are:
  • Grammarly – to improve one’s writing mechanics.  But users shouldn't use it to write substantial content then claim authorship.
  • Zoom.ai – to manage communication tasks, including scheduling meetings and sending reminders.  The tool also can be used to draft emails, so again, users should be careful to not give the impression they’ve written something they haven’t
  • Chorus.ai – to improve communication skills by analyzing one’s communication style, including  interruptions, tone, and speaking pace
 
AI users also should be careful not to give others a false impression of what they’re like physically or otherwise, which can happen when using apps such as  AI face enhancers.
 
Like other technology, AI is tool that can be used in good ways and in bad ways.  As its rapid evolution continues, there’s no guarantee that AI will hold itself to any compelling moral standards.  More likely, it will be individuals who accept personal ethical accountability and model it for others, thereby guiding AI's “Mindful Marketing.”


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31 Comments
Hannah
11/29/2023 10:00:54 pm

I found this article really insightful with all the technological changes that are occurring in today's world. I think it is a good reminder that while we should utilize the technologies that exist, we have to make sure we are using them in the correct ways. For example, it is critical that one does not give the impression that they wrote something if they used AI to get that writing. It is important to use these new technologies to your advantage, but to do so in an honest and credible way

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Luke
11/30/2023 10:31:17 pm

I found this article to be a helpful reminder that being competent with using AI is far more than just knowing how to ask ChatGPT prompts. With the quickly evolving technology of specialized AI, an applied user of AI should view the multitude of AIs much like a toolkit, using the right instrument for the right problem or situation. Furthermore, it's not enough to just write off anything an AI says as true; instead, the burden of proof rests on the user of AI to prove the legitimacy of a claim. While AI can be cited as a medium of use, real sources should be acquired whenever possible.

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Jacob
12/3/2023 05:03:17 pm

I loved all of the thought provoking insights involving the ethical use of AI for personal branding, a lot of it was incredibly practical. The 3Cs framework, competencies, character, and communication could prove to be a great guide for navigating the evolving AI landscape. Choosing the right AI tool, maintaining honesty, and being mindful of communication tools are key takeaways. The importance of transparency and responsible usage is especially important when dealing with new revolutionary technology. The article not only clarifies AI’s capabilities but also calls for ethical engagement, urging individuals to shape AI's path responsibly and I love the questions this relationship invokes.

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Michael
12/3/2023 08:10:28 pm

What I personally found most thought-provoking is the idea of choosing the right AI tool. I know very little about the era of AI and all the different options. I only really have a general idea about ChatGPT, which I sometimes use to translate text to communicate with those who speak other languages, as I have been told it is usually more accurate than Google Translate. However, this article makes me question, is there a better AI, specifically for translating that I am not aware of? I have also never really thought about how AI is being utilized in the work world for scheduling and writing mechanics. This article has given me a desire to look more into the topic, as AI will likely prove to be very useful in my future career.

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Brock
12/4/2023 08:29:07 pm

I specifically liked this blog because of the serious concerns regarding AI today. It has been a hot topic and this article showed how it is being used in a marketing point of view.

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Becca
12/4/2023 08:49:43 pm

I found this article to be very relevant and insightful. Nowadays, it seems as if all social media platforms and websites include some sort of form of Artificial intelligence. Knowing the dos and don'ts when using AI technology is important to be aware of. I was not aware of the numerous forms of AI tools such as Zoom.ai, chorus.ai, and etc. I have always thought that all AI tools work in the same ways. Being aware of the potential inaccurate information provided by AI reminds us of the importance of doing our own research, and the dangers of quoting information given to us by AI.

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Amanda
12/4/2023 09:05:04 pm

This article covered more about AI than I had ever heard before. Reading about the different uses of AI both inspired and startled me, since it seems that sometime soon, no craft will be untouched by AI. That is why ethical use of AI must be discussed, as it was here. I agree that there should also be awareness about piracy, forgery, and false information being crafted by AI. Good article!

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Fitsum
12/5/2023 04:00:06 pm

I found this article to be both very relevant and interesting. AI seems to have taken the world by force as its imact has exponentialy increased in the past few years. I had not been prevously aware of some of the ethical questions behind AI. After reading the article it is clear that we must be careful to not blindly trust AI as it is known to be incacurate at times.

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Ben
12/5/2023 04:52:28 pm

I really thought this article was a good way to address the concerns of AI. I recently just wrote an essay on the ethical concerns of AI and thought this was a good way for personal use. But if we are talking about major companies then we need more then three Cs. But for personal branding and just personal use this is a good base to look back too to make sure we are using it well.

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Marcos
12/5/2023 06:01:47 pm

I think it's important to remember these things about AI and not get carried away by it's uses. Its very easy to use AI as a tool to do more for you than you should be using it and this will start to get carried away very easily. Especially in certain industries Ai is going to become more prevelant and as a society it will be important to ask ourselves how much AI should be used and how should it be used

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Emma
12/5/2023 08:19:09 pm

The concept of ethical use of AI is something that I personally find interesting as it only becomes more and more relevant in our world. I have always wondered about the grey area of using work generated by AI. I have only recently learned that it often makes statistics and other information up... Definitely concerning as an individual and a professional.

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Katelyn Kleinschmidt
12/6/2023 02:01:10 pm

I found this article to be helpful as I feel like there aren't many articles that talk about AI in depth. I think that it was interesting to hear how AI can be good if used in the right ways. I also did not know that AI can make things up which is interesting. I also think that giving credit is especially important and that we should do that.

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Noah
12/6/2023 03:00:09 pm

I think AI is an amazing tool for businesses and personal use, but like all things, it needs to be used in moderation. Too much of a good thing can be bad, or going too far with a seemingly good thing can lead to bad outcomes. AI that helps businesses and websites is very helpful because it can speed up certain processes and gather lots of information incredibly quickly.

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Gretchen
12/6/2023 03:29:52 pm

I like this blog post because it is very relevant in today's society. AI has become a controversial topic recently concerning how it is actually being used. I find it very interesting that AI can make things up, which can become a big problem if people continue to rely heavily on the information they receive from AI sources. I think that AI can get out of control in the future if it is not managed responsibly now.

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Rosie Schiano
12/6/2023 04:33:29 pm

For a class project, we had to collaborate with AI. In doing so, many of the generated responses students received sounded similar. AI used the same describing words, we ran into vague responses, etc. AI lacks the human component. It's not personable. It can't connect to the writing, and it's not that original. A lot of people are worried about AI taking over but I don't think it can ever replace the ideas, specifics, and emotional aspects that a human thinks of and has.

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Mia Libby
12/6/2023 05:55:16 pm

It is fascinating to see the level of technology and the improvement of it throughout they years. although, technology can be easily manipulated and if used improperly could be used to be deceitful or lead you down a bad path. Chatgbt and AIs should be used as a tool to help further knowledge but not something to get all your knowledge from. You need to handle the tool given with care and caution.

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Jaslyne Clervil
12/6/2023 06:21:16 pm

I agree with article that if AI upholds ethical standards and is used in the right way it can definitely be mindful marketing. My only fear is that AI's use will grow increasingly unethical because of the world we live in, and how we have already stumbled into pretty alarming issues with AI bots/tools like Chat GPT. I think it's our job and as a society to be mindful of how people in our world can use AI for some serious harm (e.g., teaching someone how to build a bomb for instance, was something brought up by a professor who came to speak into my Cultural Anthropology class).

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Raegan
12/6/2023 11:01:26 pm

I found this article to be very insightful on how we can ethically use AI as a tool. With the emergence of AI in these last few years, it can be concerning how this tool can be used, and as the ones using it we need to know how to do so correctly and ethically.

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Kay
12/6/2023 11:04:27 pm

I definitely agree that there are both pros and cons to AI. AI can be time-saving and convenient in many instances. On the other hand, use of AI can easily lead to increased laziness and decreased use of original creativity. There are countless career fields that are currently being threatened by the increase of AI, and I think there is abundant potential for AI use to get out of hand. Therefore, I think the guidelines listed in this article are good suggestions for ethical and responsible use of AI.

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Gabby Rentschler
12/6/2023 11:56:54 pm

I found interest in this blog because of the concerns regarding AI today. There has been great controversy about using AI and I think it is important that everyone educated themselves further on this. It can be beneficial for some who want to get information fast but it does not necessarily mean that it is 100% accurate.

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Rachel Teisen
12/7/2023 12:58:53 am

AI has clearly experience a bit of a 'boom' in usage and is a very complex topic. While it can be helpful to an extent, it is also changing many aspects of how things are done in today's society. I find it so important that for it to be used as the proper tool it was intended to be, the correct AI needs to be chosen. If this is not done there are many problems that can arise, depending on the intent of use.

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Lynnaea
12/7/2023 08:02:02 am

I have never thought about responding to the increase of AI with a more personal set of moral code. I do agree, however, that it is extremely important for each individual to keep themselves accountable as the usage of AI continues to grow. It is very easy to take credit for yourself for something AI did, and this could quickly become a problem in the professional world. AI does not have a strict code to follow and therefore it is up to the individual to control their usage of AI.

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2/9/2024 02:15:56 pm

I liked this article, because AI can be a useful and helpful tool, but it can also be dangerous and misleading. Having users and employees trained in how to properly use AI to a business's advantage can be very helpful in marketing. It can be used to create advertising and market those ads to audiences that the company otherwise would not have thought of. As the article stated, it is very important that those using AI are well trained in ethical decision making, and do not take credit for AI generated ideas/ads, or use obscene AI-influenced advertising.

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