Beyond The Scroll Ep.01
The New Gatekeepers: Marketing’s Role in the Age of AI Misinformation
Welcome to Beyond the Scroll, where I get to turn my incredible online connections into real-life conversations. This week’s guest? The whip-smart, no B.S. brand strategist Cari Kaufman. As the Brand Strategist & Chief Wordsmith at Storyteller Wordsmith. Cari is an expert in all things words and storytelling who helps founders ditch the templates and actually sound like themselves online.
Today, I put one big question to her: Do marketers need to be the new gatekeepers when it comes to AI misinformation?
Spoiler: Yes. And here’s why.
First, an uncomfortable truth: 46.9% of people can correctly identify AI-generated content. That’s a problem. Especially when massive content farms pump out unchecked, AI-written blogs with zero human oversight. Even worse? AI is then being trained on that garbage, creating a feedback loop of misinformation.
That means the risk isn’t just crappy content. It’s the risk of a total “information collapse.” If AI continues to receive flawed inputs, the whole system could break down. With Google and ChatGPT now relying on each other, we’re at real risk of amplifying bad data until there’s no reliable truth left.
So what can we do?
Cari’s top advice for marketers and creators:
Fact-check everything. Don’t trust, verify. Yes, every time.
Understand what AI actually does. It’s a pattern recognizer — not a source of truth or sentient being.
Pair AI with human expertise. Use it as a tool, not a replacement.
Train your tools. Be super specific, detailed, and strategic with your Chat GPT prompts
If it sounds too perfect, it probably is. Trust your gut.
Despite the potential for future information quality erosion, Carrie says AI is still a net positive for marketers, that is, as long as we as a collective use it responsibly.
Final takeaway? Whether we like it or not, it is our responsibility as marketers utilizing AI (and reading AI-produced materials) to sift through the bullshit for our audiences. Beyond content quality, it really comes down to integrity.
Check out our full conversation here:
WATCH THE VIDEO HERE
LISTEN ON SPOTIFY
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