November 30, 2024 – Today is “Small Business Saturday” so I want to share an important topic that effects every small business. I am amazed on how invasive AI has become in the marketing of small businesses. AI product descriptions are popping up online and the rewrites seem to be diluting our human creativity in product branding.
One example is the rewrite of our Company’s motto (the first is ours and the second is AI when someone googles “Watt-Ahh”):
AquaNew celebrates well-rounded lifestyles, athletic prowess, scientific discovery, and we support those in recovery. We respect the legacy of nature-based solutions and bravely seek with others the new horizon for sustainable health and immunity. We offer ultra-pure Polarized Water to those with busy lives who are discerning about their health, willing to share their own incredible life journey, and have optimism for the future. This inclusive, common-ground approach is simply stated – “Be the Ahh!”
AI-chatbot language follows: This company offers a high-end, pure water product called Polarized Water, which is designed to support customers in their pursuit of healthy and balanced lifestyles. The company values sustainable practices and collaborates with others in exploring new avenues for sustainable health. Summarized from the website (www.aquanew.com).
AI Can Turn Bad on Damaging Product Technologies
Rob and I recently did an exhaustive online search for our neighbors to find a salt-free magnetic device for softening incoming well water. The unit we have has reliably operated in our garage for over a decade. AI expressed an opinion that such devices do not work. It is a powerful and damaging statement to a technology that could be repeated for even more viable products. We no longer can find this device online which gives more positive influence to traditional water treatment products and services that add salt to drinking water in our homes along with their greater advertising dollars power.
Customer Behavior Changes in Search Engines with AI
A recent Wall Street Journal (WSJ) editorial indicates that “Google is for old people” and the growing trend for customers to use instead other search powerhouses such as Amazon and TikTok on product reviews. The author states about the federal government’s antitrust case against Google … “ As with its attempt to break up Microsoft, the government’s case against Google may be outpaced by competitive forces far more powerful than antitrust enforcement.” It appears that Googles’ website-related search algorithms are on the decline replaced by a growing number of customers making fast buying decisions after viewing a 30-second ad. Interestingly, the WSJ editorial makes an observation that Google’s AI reviews may actually backfire on Google itself since customers may not click on sponsored links or scroll down to paid advertising.
As an older person myself, I still search on Google “the best of” articles for product comparisons and then my next level search is to go to Amazon and read customer reviews. Yes, both search engines have AI-chatbot reviews but I seem to seek out my peers on what they are saying in their words about products before making our buying decisions.
Thank you to our customers who support our small business and the belief in the Technology behind Watt-Ahh.