There have been numerous articles put out there recently that warn bank marketers about the pitfalls of using AI to generate marketing content. Like this one that I recently ran across in The Financial Brand, The Dangers of AI Generated Website Content, which included this caution:
“Your brand could lose its humanity. When no humans are involved in your writing, you risk losing the individual voice of your brand.”
I couldn’t agree more. AI generated content, after all — as the above article continues on to say — is “designed to spit out content without any regard for who’s receiving it or what they will do with it.” That doesn’t mean that it has no place in the development of bank marketing content… it absolutely does.
Reading this made me a bit nostalgic, having lived through a tech-driven transition years ago as an art director. I remember when the computer entered the ad agency world of content creation. Back then, we had similar concerns. I was working in the agency "bullpen," i.e. the production department; where print ads originated. Every step of the process was manual. We built "mechanicals," which would then be sent out to an engraver and transformed into film. The film was then sent to the newspaper or magazine where plates were made and from those plates, the ad was printed. All of this changed — in fact, went away entirely — when design software came on the scene. The skills needed to create mechanicals were, well, no longer needed, replaced by the skills needed to use computer design programs. Those who saw the value and welcomed this new tool found themselves working more efficiently and, to their surprise, enhancing the quality of their work. Others chose alternate careers. We are at that same type of transition point today with AI content development.
The technology doesn't, and won't, make an art director a better designer or a writer a better writer. Used with the proper knowledge, skill, and experience, technology can be a terrific friend to have. But, don't expect any more from it than that. The ability to hold a paint brush does not make one an artist. So it is with AI and content. It is only effective when used by professionals who, in simple terms, "know good from bad." The technology in and of itself is neither good nor bad. That determination comes with who uses it.
Unlocking the Power of AI in Marketing for Community Banks
With community banks facing growing pressure to compete with larger institutions — all while working with smaller teams and tighter budgets — AI can help level the playing field. While it cannot quite capture (yet!) the human touch that community banks are known for, AI offers a host of content creation benefits with its ability to quickly craft content that is both smart and strategic.
One of the biggest advantages AI brings to the table is improved SEO analysis - though with it, it brings its own set of challenges in the form of Generative Search Optimization, or GEO (we talk about this more in our blog).
But for traditional SEO, you can use AI platforms to comb through the content strategies of larger competitors, significantly reducing the time a marketing team spends researching, brainstorming, outlining, and drafting content. Whether it’s blog posts, social media posts, or email campaigns, AI can generate a strong first draft in minutes. That frees up the marketing staff; they’re spending less time on content creation and management, and more time on other remission-critical, revenue-generating tasks.
Perhaps most valuable of all, AI never runs out of ideas. It can suggest new angles for familiar banking topics, reframe services in fresh ways, and offer inspiration when a marketing team is running low on time or creative energy. In short, AI becomes a partner that helps you say more, more often, without more stress.
For community banks, these benefits — enhanced SEO, faster content development, and fresh, reliable inspiration — translate into real savings in both time and marketing dollars. In a world where competition is tough, efficiency matters more than ever. And putting AI to work developing content is extremely efficient. Which is just one reason why we’ve incorporated AI content generation into our suite of content management services. Interested in learning more about it? Read on!
The takeaway? Human touch is still a necessity
AI-generated content cannot replace the human touch that defines the community banking customer experience. It’s just not there yet, and it might not ever be (and I don’t think we want it to!). But it does serve as a powerful tool for enhancing marketing content development tasks such as SEO optimization, research, outlining, drafting, and idea generation. This efficiency enables community banks to save valuable time and resources, and marketing teams to focus more on strategic initiatives and customer engagement.
Bank Marketing Center
We’re Bank Marketing Center, the leading, subscription-based provider of automated marketing services to community banks. Our goal is to help bank marketers with topical, compelling communication with customers that builds trust, relationships, and revenue. And we do this through automating critical bank marketing functions, such as content creation, social media management and digital asset management, as well as regulatory and brand compliance.
We also want to share what we know – and learn along the way – with all our community banking friends. Whether it’s the latest on AI technology, suggestions on how to attract and retain top talent, or the importance of data protection, we’re here to make bank marketing the best that it can be.
Want to learn more about what we can do for your community bank and your marketing efforts? You can start by visiting bankmarketingcenter.com. Then, feel free to contact me directly by phone at 678-528-6688 or via email at nreynolds@bankmarketingcenter.com. As always, I welcome your thoughts.