Artificial intelligence (AI) is here, and it’s revolutionizing how we work across every industry. Tasks that once took teams hours—or days—can now be executed with just the click of your mouse and the right large language model (LLM).
The field of marketing and media is no exception. Nowadays, anyone can create a low-quality brand kit using AI. For a company like Alter New Media (ANM), AI is the cornerstone of our tech-driven visibility ecosystem—helping brands, executives, and creators establish influence, secure investment, and scale their impact.
However, that doesn’t mean that the human element is obsolete. Instead, in a marketplace that’s already powered mainly by AI, the human touch is what ensures campaigns continue to be creative, be authentic, and resonate.
AI Needs Human Oversight
AI’s true potential still depends on human configuration. AI can analyze trending data, identify patterns in consumer behavior, and generate drafts at scale. Still, ultimately, it requires a human’s innate understanding of the world around them to hand-optimize this new technology in ways that ensure its outputs remain relevant.
Among these valuable human contributions is the ability to be present in the cultural moment.
- Cultural intelligence—the ability to understand nuance, societal shifts, and align messages with the cultural moment.
- Accuracy—a human can ensure accuracy by preventing inaccurate information and hallucinations (nonsensical AI content) from jeopardizing a brand’s reputation and ability to build trust in an audience. In the era of fact-checking, unvetted sources and misinformation jeopardize a brand’s reputation and its ability to build trust with its audience.
- Authenticity—a strategist with a trained eye in generative AI (GENAI) knows how to design the correct input, craft carefully worded prompts, and yield an output aligned with a brand’s unique voice.
That’s why AI is only as effective as the person who wields it. The result is content that’s both efficient, thanks to AI, and authentic because of the human guidance it receives.
Standing Out in an AI-Saturated Market
At its core, AI is a complex algorithm designed to detect patterns within a given dataset and generate content in response to a prompt. In other words, it generates content based on what’s already worked. Because of this, if every startup were to rely solely on AI outputs, brands would blend together in a sea of similar content, thus risking invisibility.
However, brands that can leverage AI in their campaigns as a tool for efficiency, paired with human creativity for their outreach, actually have the advantage of standing apart and succeeding. For example, an algorithm could recreate Rosie the Riveter, but it couldn’t recreate the social context of wartime that made it iconic and resonate with millions. That’s an insight that could only come from people.
The increased accessibility of AI has leveled the playing field for marketing, but also raised the bar for human strategists. When anyone can generate content, it’s the skilled human strategists who set campaigns apart.
AI means speed, and humans—the differentiator. It’s this partnership that will make your campaign truly stand out from the crowd.
The Future: AI + Human Partnership
The long-term efficacy of AI lies in its ability to partner with humans. AI delivers efficiency and scale, while humans provide the strategy, cultural insight, and creativity. When paired together, campaigns are both efficient and authentic.
At ANM, we’re integrating this partnership into the heart of our media-tech visibility ecosystem. Our services, such as Publicist in a Box™ and PurposeLink AI™, leverage the power of AI to streamline business development, strategic media production, and high-impact marketing solutions. Meanwhile, our team of human professionals ensures that every campaign reflects context, nuance, and originality.
Success belongs to brands that know how to combine AI’s speed with human intelligence.
Ready to Shake Up the World Together?
At Alter New Media, we believe in the power of AI as a force that fuels visibility, growth, and impact.
We’re a media-tech ecosystem for purpose-driven brands at the intersection of public relations, content production, influencer marketing, and AI-driven business development for the next generation.
Contact us at info@alternewmedia.com or visit alternewmedia.com to start your journey.
