At Hot Dog Marketing, we’ve encountered some amusing yet frustrating instances where AI doesn’t get it right. Our company has nothing to do with actual hot dogs—we specialize in helping service-based businesses and government entities create comprehensive marketing strategies. But what do we get when we have tested AI tools to generate Google Ads? Ads that inexplicably mention hot dogs. Every. Single. Time.

The issue doesn’t stop there. When asking AI to create images that represent our brand, we often receive visuals featuring—you guessed it—hot dogs. One somehow sneaks in even after explicitly instructing the AI to avoid any connection to hot dogs. It’s almost as if the AI is convinced we’re in the food industry despite all evidence to the contrary.

These experiences highlight a significant gap in AI’s ability to understand context and nuance, particularly in business-to-business (B2B) marketing. While AI excels at processing large amounts of data and following straightforward instructions, it struggles with the subtleties that human marketers intuitively grasp—like the fact that a company named “Hot Dog Marketing” isn’t necessarily selling hot dogs.

So, how do we keep AI from missing the point?

Provide Specific Instructions: Be as specific as possible when using AI tools. Instead of just stating what you want, explicitly outline what you don’t want. For example, instead of saying, “Create an ad for Hot Dog Marketing,” say, “Create an ad for Hot Dog Marketing, a marketing agency, without referencing food, hot dogs, or anything related to the food industry.”
Separate Letters in Problematic Words: If the AI continues to misunderstand, try separating the letters of the word it’s fixated on. For instance, instead of writing “Hot Dog Marketing,” try “H o t D o g Marketing.” This can help the AI recognize it as a unique term rather than making incorrect associations.
Use Human Oversight: While AI can automate tasks and generate content, it’s important to remember that human oversight is always needed. From bad actors to AI hallucinations, AI still only has access to the same information we do. Before publishing AI-generated content, review it thoroughly to ensure it aligns with your brand and messaging. Your role in this process is invaluable and ensures the accuracy and relevance of the content.

AI is a powerful and helpful tool for B2B companies, but it is imperfect. It still requires human guidance to communicate your brand’s message accurately. By providing clear instructions and reviewing AI-generated content, you can harness the power of AI without letting it derail your marketing efforts with irrelevant or inaccurate information.