AI is a danger for video testimonials
Since the arrival of ChatGPT in our daily lives, generative AIs have multiplied. For creating logos, images, text, chatbots…and even videos.
Today, it’s possible to create fake video testimonials with the help of AI, albeit with some effort.
AI can therefore represent a real danger for the future of video testimony.
The dangers of AI for video testimonials.
AI is the buzzword of the moment. The mere mention of it boosts software sales. Everyone wants to optimize their content creation and automate their work. But that’s forgetting that AI is just a tool to help you get things done faster. Creativity and social skills are areas where AI cannot replace humans.
There’s one area where AI won’t be able to help you: social proof. By definition, it’s proof that other humans are doing something or belonging to a group.
Wanting to cheat by using AI for false testimonials is a bad idea for several reasons:
– If your prospects find out, it’s an immediate loss of confidence.
– Your reputation will plummet. If you’re lying about the testimonials, you’re lying about everything else.
– It’s very easy to get a bad reputation. It takes time and effort to build a good reputation.
– Humans prefer to see and hear other humans. Not robots.
On the other hand, it’s a good idea to use AI to help you draft a message to convince your customers to record a testimonial or write questions.
Countermeasures exist to combat AI.
Like every new technology that comes along, it carries risks for human beings if misused. AI is no exception to this logic. It has been used to create hundreds of irrelevant articles to boost a site’s SEO, create fake image or video content, and fake customer reviews.
This is why countermeasures are being developed by the major web players:
– Facebook to create a video filter to prevent Deep Fake.
– Google to help researchers develop detection tools.
– Intel to detect deep fakes in real time.
– Amazon to detect fake customer reviews
– Firefox to detect AI-generated content
– The CNIL is also working to regulate the design of Deep Fake.
So you need to be careful about using generative AI for your business.
Unlike video testimonials, AI content can be easily duplicated.
The AI content was generated by a machine. A machine that thinks with programs, 0s and 1s, algorithms and a database. If the AI created your content once, then someone using the same tool as you can do it all over again.
A fake video testimonial created by a generative AI could be mirrored by a competitor doing the same. Another risk of AI is the loss of credibility. Unlike content created by your customers, which is unique. Because every human being, every customer, is unique. He’s unique in personality, experience, face and many other ways.
That’s why nothing is more valuable than genuine UGC (User Generated Content). It’s original content that talks about your products and your company. What’s more, because it’s created by people who have actually tested your company, your content is authentic. In a world where many play the “fake” card and few dare to be transparent, authenticity is becoming a rare and sought-after value.
For all these reasons, your customers’ UGC content is far more valuable than soulless content created by artificial intelligence. Focusing on UGC is a safer long-term strategy.
Video testimonials give you an asset of credibility.
Making video testimonials is all about building a long-term reputation.
It’s getting harder and harder to get your business off the ground. Because today’s competition is omnipresent, and access to communication tools has been democratized, especially on social networks. Your potential buyers are bombarded with advertising messages all day long.
It’s no longer enough to rely on Google reviews and the like to stand out from the crowd. This has become the basis for all companies. And all your competitors are collecting 5-star reviews.
So you need to focus on quality social proof in addition to what you already have in place. Video testimonials are one of them.
By adding video testimonials to your website, you’ll stand out as more authentic than written testimonials.
These videos are also proof that you’ve set up a premium customer service and that your customers are ready to film themselves saying so. Finally, your prospects will identify more easily with your customers if they can see their faces and hear them.
No matter what technologies come along in the future, humans will always put more trust in humans who testify to their lived experience.