AI Marketing Agency’s Response to “The Social Dilemma”

Last Updated on May 30, 2024 by Valerie Jennings

Social media has long surpassed just being apps on our phones and has become a new identity for young and old generations alike. It’s how people get their news, find lovers and so much more. 

As these platforms evolve, the role of Artificial Intelligence (AI) in social media has become critical for marketers. Embracing this technology is necessary to stay relevant — otherwise, you risk being left behind. 

Recognizing this, our team at Jennings Social Media & MarTech (JSMM), an AI marketing agency, decided to watch The Social Dilemma on Netflix. The documentary aired on January 26, 2020, but when it was added to Netflix, it became “big talk.” 

Inspired by the documentary’s insights, we are even more convinced that AI should be used ethically in marketing strategies. Below, we explore ways to craft a marketing strategy that propels your brand forward while maintaining the highest ethical standards. 

Why Is Al Marketing Important?

AI marketing is important because it enhances targeting precision, optimizes real-time marketing campaigns and improves customer experiences. By analyzing vast amounts of data quickly, AI helps marketers understand consumer behavior and predict trends more effectively, increasing efficiency and effectiveness.

At Jennings Social Media & MarTech (JSMM), we are deeply committed to the transformative power of AI in marketing. The compelling narrative of “The Social Dilemma” has only strengthened our resolve to uphold ethical practices in leveraging AI.

The Social Dilemma: AI Marketing Agency’s Insights

The insights we gained from ‘The Social Dilemma’ have helped us clarify our stance as an AI marketing agency. We are determined to use our role to promote positive change and avoid perpetuating harmful practices in conducting our business. 

1. We are “Users.”  

In general, the documentary was shocking and disturbing. One thing that stuck out was that individuals are called “users.” The only other industry that calls its customers “users” is the drug industry. 

The meaning behind this? The algorithms make us addicted. Social media is seen as a way to escape real life for a while, but the main goal of the algorithm is to attract attention. Every second you are on an app, the algorithm changes to appeal more to you!

2. Fake news is everywhere.

Fake news spreads six times faster than the truth — yes, six times! Social media was not created with morals in mind; it was created by big tech companies with money on their minds. 

When we type something into Google, we expect to see the same results as everyone else, but this is not the case. Google’s algorithm decides what Google ads we will view, which means different users will get different results for the exact search. It anticipates which results fit into more of your ideas already. It takes your personal information, demographics, past results and so much more into account when it chooses what to show first.

This means the algorithm shows recommendations that might not be in your interest. When you stumble onto a video for a few seconds, it can create thousands of recommendations, leading to propaganda and conspiracy theories. Some may have truth to them, and some may be fake, but the algorithms do not care because you are still reading and watching. 

3. We get dopamine from our apps.

AI technology was able to build in the psychology of persuasion, making social media goals to get us to take action, use up all of our attention and intermittently reinforce these behaviors with rewards. When we receive “rewards,” our brain releases dopamine that will eventually take us to the level of addiction. When we get off of our phones, we go into a dopamine-deficit state that leaves us wanting more. 

Whenever we connect with people, our brain naturally releases dopamine. Technology has found a way to manipulate our evolutionary need to communicate with other people by optimizing it. Apps have been able to tie our created self-worth and identity to their products by dosing us with approval every 5 minutes, which exceeds 10x the amount we have received historically. 

4. We are an experiment.

In the documentary, we are called “lab rats” because, in truth, we are constantly being studied and tested. Growth hacking is a strategy to achieve massive growth to manipulate the user. To do this, big tech companies perform real-time experiments on people online who are unaware they are being manipulated. 

Now, take a second and think about all the ways your apps have manipulated you. From seeing something you MUST buy to news articles on why you SHOULDN’T eat or drink a particular product when you dive in deep, it may shock you. We are part of a global experiment where the marketing industry competes for our attention and sells our basic privacy to create a future where we can be controlled by AI. 

Ethical Issues for a Digital Marketing Agency

Integrating AI and marketing practices ushered in precision and efficiency, yet it raises significant ethical considerations. As AI technologies become more sophisticated, they have the potential to influence consumer behavior on an unprecedented scale. This power necessitates a greater sense of social responsibility to us as a digital marketing agency. 

The American Marketing Association’s statement of ethics declares, “The American Marketing Association commits to the highest standards of ethical norms and values. We recognize that the marketing community not only serves organizations but also acts as a steward of society in creating and facilitating the transactions and experiences that drive the greater economy. In this role, all community stakeholders should embrace the highest ethical norms and values implied by our responsibility to society.”

JSMM’s Values as an AI Marketing Agency

Transparent Partners

JSMM upholds the principles of ethical AI marketing by ensuring transparency, fairness, honest communication and respect for user privacy. We believe in open, honest and frequent communication and reporting.

Early Adopters

We adopt the latest marketing tech, AI and automation to amplify and expand your brand’s reach. We advocate for developing and implementing AI systems that support informed decision-making, predictive analysis and marketing automation.

Marketing automation is a key component of any successful AI marketing agency. It uses the power of AI to automate marketing tasks for various channels, such as email marketing content, social media management and ad campaign optimization. By utilizing automation, agencies can save valuable time and resources while ensuring efficient customer service. This technology has transformed how businesses approach marketing strategies, allowing for more targeted campaigns and efficient customer support.

Lifelong Learners

Innovation makes up our day-to-day as an AI marketing agency, and we are always seeking to improve.

Best Practices as an AI Social Media Marketing Agency

AI Policy

At JSMM, we circulated an AI policy to our team members. Tools like ChatGPT are not a replacement for writing, fact-checking and quality journalism. We won’t allow those who want to use AI as a replacement for their talents and creativity to stay on our team. We have always prided our success on maintaining a strong and competitive strategy for our clients, attributing to an average client retention rate of six years, with some spanning as long as 15 years. The quality we produce is extremely important to me and our leadership team.

Ethical Use of Technology

As an ethical company, we support the humane and ethical use of technology. We educate ourselves on the latest AI and social media platforms to understand and use them in ways that are moral for all. We ensure that our advertising content doesn’t give false promises, false advertising or untrue claims. Just because big tech doesn’t always follow ethical principles and care about the people behind the screen does not mean we also don’t. 

Cyberbullying Advocacy

Our ethical marketing agency has always been an advocate for organizations that work to prevent cyberbullying. With the rate of tween and teen suicide on the rise and the evidence of the influence of tech, AI and social media on users, as shown in The Social Dilemma, it is more important than ever to speak out. 

Prioritizing Mental Health

As social media has made a big impact on mental health, we continue to grow in our understanding of the importance of making mental health a priority and supporting our clients and teammates who may be struggling. If you or someone you know is struggling and needs to talk to someone, please call 1-800-273-8255 (National Suicide Prevention Hotline). 

Complimentary AI Marketing Assessment

We offer a complimentary AI marketing assessment to review your current content marketing materials and strategies and identify potential opportunities for effective and ethical AI integration. Our goal as an AI marketing agency is to use data analytics and provide actionable insights that allow you to leverage technology and achieve your objectives.

AI Marketing Agency Case Study:JW Group

With our understanding of the interplay between technology and user interaction, our AI marketing company offers a suite of digital marketing and advertising services designed to meet our current challenges. We utilize AI technology and ethical marketing strategies to deliver creative and measurable results to our clients’ marketing activities.

AI For Targeted Luxury Real Estate Marketing

In our work with JW Group, a luxury real estate firm in Telluride, Colorado, we showcased the power of AI-driven digital marketing strategies to elevate brand awareness and engage affluent buyers. Utilizing technology, we refined our approach by developing detailed buyer personas. These personas were meticulously and ethically crafted using Google Analytics to analyze data on potential customers’ preferences, lifestyles and buying behaviors.

This precise market research and predictive analytics created personalized marketing campaigns that resonated deeply with the target audience. By emphasizing the unique lifestyle and cultural richness of the Telluride area, our campaigns connected emotionally with potential buyers, portraying each property not just as a space but as an integral part of an aspirational lifestyle.

The AI tools enabled us to optimize our marketing efforts. From adjusting ad placements in real time based on customer behavior to analyzing the effectiveness of marketing tools, AI was instrumental in ensuring optimal marketing performance and efficiency. The campaign’s success, marked by exceptionally creative video content, high engagement rates and cost-effective metrics, proved that an AI marketing agency can craft innovative marketing strategies that align with consumer desires and expectations. 

AI Marketing Agency’s Digital Marketing Services

JSMM’s digital marketing functions include social media advertising, influencer marketing, content creation, lead generation, data analysis and strategy development. We tailor each campaign to provide tangible results and increase conversion rates while adhering to ethical practices, respecting user privacy and promoting positive impacts. 

As a Search Engine Optimization (SEO agency), we also offer AI-powered programmatic SEO services to increase our clients’ online visibility and drive organic traffic to their web pages. By utilizing AI-powered tools, we conduct in-depth keyword research, optimize web content and analyze performance metrics to enhance SEO strategies continually. This data-driven approach allows us to stay ahead of search engine algorithms and deliver sustainable results for our clients.

Furthermore, our AI marketing agency employs advanced automation technologies to streamline campaign management processes, improve targeting accuracy and enhance overall efficiency. By leveraging machine learning algorithms, we can identify trends, predict consumer behavior and adapt marketing tactics in real time to maximize the return on investment.

Contact us, and our AI marketing agency can help you achieve your marketing objectives with precision and conscientious consideration.