James Massey on AI-generated UGC: where it can add value, and why brands should weigh the purpose behind it before they follow the crowd.
AI UGC is an interesting topic at the moment.
I've had discussions with someone actively creating it, and it's impressive. I've also spoken with founders who are considering it.
Where brands need to be careful
The purpose behind it matters. Products that are consumed, have a luxury positioning, or involve skin application need particular thought, and beauty brands especially.
Trust can erode quickly if a recommendation comes from someone who doesn't actually exist.
Where it could add value
Demonstration over endorsement. Showing how something works is different from claiming it worked on someone.
My advice
Weigh up the right product with the right use case. Don't follow the crowd and assume that just because others are doing it, you have to as well.
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