AI personas promise speed, but safeguards are needed to avoid leading marketers astray

When trying to explain how generative AI tools work using plain English, it’s tempting to fall back on language that humanizes the tech.

Tools like ChatGPT “think” or “design” responses against prompts set by users; automation workflows become “assistants,” chatbots become “copilots” or “wingmen.” In that light, perhaps it’s unsurprising that regular users are turning toward OpenAI’s tech in lieu of therapists, priests or doctors.

For marketers, the tendency to read a generative AI output as more than the sum of its parts holds potential as well as risk. AI audience personas, for example, use LLMs like ChatGPT, Claude and Llama to help brand execs cut through the morass of consumer data points on which they’re expected to base decisions. 

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