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Artificial intelligence is being introduced to more users every day — using it to shuffle through music, write strategic plans, make images or art, and improve our lives and business.
But many people don’t entirely trust it. Lack of transparency and discrepancies in results could prevent the tech from improving, and the implementation of an AI ethical framework can reform that.

In this post, we’ll discuss AI ethics and how ethical decision-making can improve the technology. But if you’re in a pinch, jump to the information you need.

What are AI ethics?
Why are AI ethics important?
Biggest AI Ethical Concerns
Benefits of Ethical AI

It’s a system that AI developers should have in place to serve people better while minimizing negative consequences. Technology can only be as efficient as it’s built to be and should follow a universal guideline to benefit its user base.

Why are AI ethics important?
The use of ethics in AI is essential to prevent the misuse of technology. Without an ethical framework behind it, artificial intelligence can result in privacy invasion, unequal bias, and other risks many may not even consider when beginning to use it.
Let’s break down some of the biggest ethical focuses in AI that developers should prioritize as it evolves.

Biggest AI Ethical Concerns
AI is just like any other technological advancement in need of guidelines. Many professionals can already see the consequences of using the tool without moral consideration. HubSpot Product Manager Kevin Walsh and the founder of PR 20/20, Paul Roetzer, sat down to discuss ethical concerns for the future of AI.

Professionals from different backgrounds and industries have much to consider as they incorporate AI into their strategy, and we’ll discuss some of the biggest ethical concerns in AI.
1. Privacy and Security Concerns
We interviewed one of HubSpot’s marketing blog editors, Martina Bretous, to get her perspective on this concern, “It can impact the brand’s credibility but also bring legal ramifications. For content creators and artists, there is a real fear of intellectual property theft. How can I ensure that my content is protected from AI?”
AI is a valuable and time-saving tool, but the information it uses to improve isn’t guaranteed to be protected. The amount of personal data users unknowingly give away for AI solutions isn’t disclosed — and it could be using unauthorized intellectual property to work. Without ethical guidelines, it can lead to data breaches, legal conflict, and other misuses.
2. Social and Environmental Wellbeing Concerns
AI systems can have an impact on individual and environmental well-being. Developers of the technology should clearly outline the objectives of the tech they create to erase ambiguity. Additionally, they should ensure its use is for the benefit of everyone who uses it equally.
3. Reliability Concerns
According to the HubSpot State of AI survey, 30% of marketers don’t use AI because they believe it sometimes produces inaccurate information. Users of artificial intelligence rely on the tech to operate as advertised, but there are valid concerns about whether the results it generates are reliable.
Bretous builds on this point to say, “With AI, there’s no shortage of ethical implications – it just depends on whose lens you’re looking from. For brands, for instance, one ethical dilemma they may have to wrestle with is how they’ll disclose the use of generative AI in their content marketing. Does the audience deserve to know when something – say a blog post – has been AI-generated or should audiences just assume it’s the name of the game now?”
Typically, AI doesn’t disclose the exact sources of information it shares with users — much less a game plan for accident mitigation or investigation when information is false or leaked. To combat these concerns, AI ethics could change these doubts into real plans for beneficial change.

Benefits of Ethical AI
More trustworthiness and privacy protection.
AI ethics can change people’s perception of the technology if it becomes an industry standard to provide transparency and explainable disclosures to its users. Building confidence in the technology will likely increase its use and allow users to understand processes and how data is used.
Avoid unfair bias.
Bretous also said, “From a consumer’s perspective, bias is an incredibly important concern and this is where AI literacy will be key – just because AI said it, doesn’t mean it’s accurate or reliable. This is all to say that we’ve only scratched the surface of what’s possible but also what’s dangerous about AI.”
A benefit of AI ethics is that its use can become fairer. Many AIs have displayed an insensitive or unfair bias for certain individuals or groups using the technology, and adhering to ethical guidelines can help prevent these results. It provides equitable access and representation.
Universal value alignment.
People make decisions by considering universal values, a framework that can be forgotten if not included in artificial intelligence. While AI developers could gradually address individuals’ ethical issues, a universal code of ethics can set the standard for how humans use the technology and how AI evolves according to guidelines.
Ethics in AI are a Must
Just as humans have moral guidelines behind what they do, so should the technology we use. AI will become a standard tool across many industries, and to ensure it’s used equitably and safely, will benefit from ethical guidelines.

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Email marketing is a powerful tool for finance professionals looking to grow their networks and increase their client base. With the right strategy, email campaigns can be an effective way to reach potential customers and build relationships with existing ones.  In this article, we will provide you with some simple tips that you can use…
The post 10 Fast and Simple Email Marketing Tips For The Finance Professional appeared first on Benchmark Email.

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Jay Acunzo has been creating content on the Internet for a long time. His journey on social media began when, as a sports journalist in 2005, he started a blog while interning and writing for a student paper.When he moved into marketing, his sports blog called “Blog, Don’t Lie” (named after the infamous quote by NBA player Rasheed Wallace) shifted focus to writing about sports writing. He wrote about other creators who were writing about sports, connecting with and celebrating their work. And to find those people, there was no better place than social media.Thanks to his early start on social media and his deep understanding of the relationship between marketing and creativity, Jay brings a unique perspective from which creators and marketers can learn a lot. In this article, we dive into the lessons from Jay Acunzo for the modern creator.Your job isn’t to speak clearly – it’s to create connectionIt’s easy to get sucked into the numbers and metrics and make that the focus of your work as a creator or marketer. Your audience doesn’t have that perspective, and so your content may not perform well because you think the job is to create content. However, the job is to create connection, and the best way to do that is to ensure that your own personal creative fingerprints are all over the work. Infuse your personal perspective, your lived experiences, and your stories, and you become irreplaceable in the eyes of your audience.In other words, share the things you lived through, observed, or remember that led to a meaningful experience or insight. That’s what effective storytellers do. You might be wondering how practical “creating connection” is, but Jay shares a great way to reframe your perspective: “Yes, you can measure things you can buy. Or the things social networks say you should prioritize. But you can also measure the things you have to earn – and marketers don’t do the second one nearly enough.”So you can buy downloads to a podcast, but you have to earn episode completions. You can buy traffic to your website, you have to earn repeat visitors. You can buy emails for your list, you have to earn replies to your email. These are the signals that your work matters and resonates because you created connection with your audience.🖊️Key Takeaway: Focus on making genuine connections with your audience by infusing your personal perspective and experiences into your work.If you’re worried about AI, you’ve got it all wrongThere are two sides to the coin when it comes to the use of AI in content creation and marketing – those who use it to produce their work instead of to unblock or facilitate it.On one side, if they think the job is to create content, will worry about or use AI as a creator replacement. They will let it create whole pieces of content for them, essentially outsourcing their imagination.However, the other side, if they know the job is to create a connection, will use the same tools potentially, but in different ways to unblock their imagination instead of outsourcing it. They’ll use it to enhance what they’re trying to do. They lead, and the tool serves them.And in everyone else’s case, when they think the job is content, they seem to be serving the tool, which makes no sense. In what world does a chef ask the carrot to cook?🖊️Key Takeaway: Rather than outsourcing your creativity to it, use AI to enhance your creativity and unblock your imagination.Resonance > reachNow, typically, when marketers are thinking about growth, they think they have a reach problem when really they have a resonance problem. If you can reach some people, and those people aren’t really excited and going and finding the others for you through word of mouth, then you have a resonance problem, not a reach problem.If your work doesn’t matter, no amount of marketing will change that. And an easy example is that we can all reach some people very easily, very efficiently, if not for free. Are those few people responding in big ways? If not, the average marketer says, “We gotta go reach more people.” But the storyteller, without a marketing hat on, would say, why would we go reach more people who are total strangers? These are the people that like or even trust us, and they’re not excited? Shouldn’t we get them excited?”Start with one thing and make it really good. If it deserves to be spread, it will spread easier. You won’t feel like you have to beg for attention because you’ve learned to resonate.So the first hurdle to get from reach to resonance is: are you creating anything that matters to a few people? If you can’t do that, don’t invest any more time or budget into trying to get in front of more people – focus on getting those few people to care.If you can do that, you don’t need to widen the top of the funnel because every individual who meets you adores you, buys from you, takes action with you, and is excited to share you with the people they know.🖊️Key Takeaway: Ensure your content resonates with a few people before trying to reach a larger audience. Resonating deeply with a small audience is better than being ignored by a large one.Personality should be present in all your contentJay is a storyteller above anything else, and his personal perspective is hardwon. He described his work saying, “I tell stories and try to extract unexpected insights from those stories for people who want to produce quality work. My mission is to help people make what matters to their careers, to their companies, and to their communities.” But he wasn’t always this clear on his positioning. He shared that he started out imitating a lot of his heroes before he was able to define his own voice.“The problem with many creators is that they never try to break out of the sameness and find a distinction in their category. There’s a lot of commodity content, there’s a lot of copycat thinking, and there’s a lot of sameness out there.”A lot of people who want to stand out from that sameness think that their job is to get increasingly loud, outrank, or outhype the competition. But, as he puts it, “I actually think that the job is to resonate deeper, so you need to beg for attention less.”If you’re working on something, even if you’re ticking a checklist, someone should notice if you stopped working on that project because something about your execution made it different and distinct.The idea that you have things in your life that no language learning model (LLM) or AI has been trained on – they can’t access that stuff, so use it. Your perspective and personality – everything that makes you you –  is your unique, unfair advantage.Most people haven’t been using that advantage fully, even before AI burst into popularity. We think we have to be a vessel that creates what “works” for the “audience”. So we hunt down lists of the best hooks for TikTok or the most engaging Twitter Thread format. The problem with that approach is that you start creating generic content without a perspective or point of view and without an experiential differentiator to it, so AI is your replacement. But if you know how to imbue your work with personal perspective and personality, AI becomes your intern. Jay thinks we should look harder at the people who aren’t worried about AI because they are letting their personal perspectives, beliefs and frustrations, and vision for the world and their work lead instead of leaving it to chance that somehow they’ll show up in the work.🖊️Key Takeaway: Your unique perspective and experiences make you irreplaceable in the eyes of your audience, so let your personality shine through your content.Process, Posture, and PracticeWhen you’re thinking about creating content, and you get stumped, go back to your roots. Create the things you wish existed, and go find the others who also want that to exist. To quote Jay, “Pick your audience, pick your future.”Most people approach content creation by thinking, “What do people want?” And then they run into a wall because they have a monolithic idea of “people” and “audience” and “content”. They’re going, “Our “audience”, wants “snackable short-form videos.” Do they? Or will they consume anything you create because there is a personality that shines through the content? A lot of marketers (and creators) think of themselves as having mastered the craft of content. What they’ve mastered, though, is Process, defined by Jay as the workflow, techniques, and tools to guide your work. But there are two other pieces that not enough people consider: Posture and Practice.Posture is how you see yourself and the world. It is the messy bag of humanity that you bring with you to your work, your confidence, your style, your tone, your lived experiences, and your memories.Then there’s Practice, which sees you shipping on a consistent, coherent schedule, not for work or because someone gave you permission, but because it’s Wednesday, and on Wednesday, you ship an article or tweet or post just to get better at it. That’s where you master your craft.Process is something someone hands you – it requires the least amount of effort. And if that’s all you’re good at, soon you won’t be needed because AI is really good at Process. But when you have a Posture and when you’ve worked at it through Practice, and when you use all three in tandem, you become irreplaceable. You develop a perspective, a tone of voice, a style, and people start coming to you, not because of your content, but because it’s you. 🖊️Key Takeaway: Master your craft by focusing on the workflow, techniques, tools, and personal elements you bring to your work, and consistently create content on a schedule (Buffer can help with this last bit) 😉Want to niche down? Develop a premiseWe tend to think about niches in terms of demographics – who your likely audience is, their job title, their sector, their experience level, and so on. Layered onto that are psychographics or thoughts and feelings of your audience. Jay describes this type of niching as a filter that you set up in the way you position yourself and show up in the world that brings the right people all the way to you and repels the wrong people.However, Jay proposes an alternative approach to picking a niche: developing a premise. He defines the premise as “the specific, defensible purpose for your content that is pulled from your personal vision for the audience.” It’s a tipping point from people being loyal to people being super fans because you seem irreplaceable to them. There’s not yet another exploring what you’re exploring.What makes a strong premise? Hrishikesh Hirway started a podcast about music in 2014 called Song Exploder. The category was crowded even back then, but there was a lot of sameness in it. Hrishikesh saw every musician being interviewed with generic questions. He wanted to hear these people talk about something specific: their craft. So Song Exploder asked musicians to take apart a single song and, piece by piece, tell the story of how they made it.You can easily pitch that podcast with a defensible premise: “This is a show about music. Unlike other shows about music, only Song Exploder asks their music guests to take apart a single track and, piece by piece, tell the story of how it’s made.”The formula is easily replicated in what Jay dubs the ‘XY Premise Pitch’:This is a [Project type] about [Topic]. Unlike other [Project types] about [Topic] only we [Unique Proposition].Your XY premise informs everything about your content. It motivates subscribers, shapes culture, and helps sell your ideas by sharing your worldview with the audience. And if you or your audience can’t figure out what it is, you haven’t figured out your niche yet. It’s not easy to come up with something like that, but the best media companies and storytellers know that it’s worth putting in the work to develop a resonance with your audience.One red flag to watch out for as you develop your premise is if you start comparing yourself to others, saying, “Unlike other shows, we *actually* dive deep to get you the real tactics and practitioner language.” Instead, you should say, “Unlike other content that explores these topics, only we [Unique Proposition].”It’s not what you explore but how you explore it. 🖊️Key Takeaway: Differentiate your content by creating a unique and defensible purpose that sets it apart from others in your niche. Use the XY Premise Pitch to clearly communicate the unique proposition of your content.Social media is a landlord, and you need to build your own houseJay asks you to consider, “What are you doing to compel people to want to spend more time with you and connect with you on a level that is not possible on social media?” Social media is a landlord that can change the rules or kick you out at any moment. It prioritizes the loud minority of extreme views or attention-grabbing gimmicks at scale, not giving the platform to people with nuanced and meaningful things to say.It’s also really good at creating interchangeable personalities at scale. So even though some people stand out, they are still fighting to be seen, albeit among a smaller category than everybody else. Wherever you look, you’ll find subgenres coming out of every broader genre built and influenced by social networks. And they all seem replaceable – if one shuts off, you could find another, and it might not be exact, but it’d be pretty close.As creators and marketers, our job is figuring out how to become our audience’s favorite – their preferred pick for a specific purpose. When you’ve piqued their interest on social media, you can bring the truly engaged members of your audience more into this worldview by directing them to your owned platforms. Now you’re left to consider what those owned platforms are.Social media needs to become merely a way to discover you – a window into the deeper, more connective work you’re doing through newsletters, podcasts, memberships, email lists, and things that you can control with greater certainty.🖊️Key Takeaway: Social media should be a window into your deeper work, so focus on moving your audience from social media to your owned platforms.TakeawaysTL;DR? Here are the key takeaways from our interview with Jay Acunzo:Prioritize making genuine connections with your audience. How can you do this? By infusing your personal perspective and experiences into your work.Use AI to enhance your creativity and unblock your imagination not to outsource your creativityTest your ideas with a small audience before seeking a large one. If your content doesn’t resonate with the small but loyal subset of your audience, it won’t work just because you increase the size of your target.Your unique perspective and experiences make you irreplaceable in the eyes of your audience, so let your personality shine through your content.Differentiate your content by creating a unique and defensible purpose that sets it apart from others in your niche. Use the XY Premise Pitch to communicate the unique proposition of your content.Social media should be a window into your owned platforms – prioritize building something that’s yours so you don’t have to worry about social media regardless of its future.Focus on the workflow, techniques, tools, and personal elements you bring to your work, and create consistently.Jay’s parting words are, “Strive to be the personal preferred pick for your audience by developing a strong premise and showcasing your unique perspective.”Power your content creation with Buffer

Finding the right influencer for a brand campaign can feel like dating. You want someone who shares your values, aligns with your goals, and will make a great impression on your friends and family — or followers, in your brand’s case.
The same can be said if you’re an influencer looking for a brand that will take your career to the next level.
Whether you’re a brand or an influencer, this article will help you find the perfect match by showing you the top channels for influencer marketing.
Discover the best social media channels for your next influencer marketing campaign and what platforms to use to find a brand or creator to collaborate with.
Best Channels for Influencers
Influencer Platforms for Creators
10 Best Influencer Platforms

Best Channels for Influencers
Below are the channels marketers leverage the most in influencer marketing and where influencers achieve the highest ROI for the companies they work with.
1. Instagram
According to our survey, 72% of marketers listed Instagram among the social media platforms on which they work with influencers and creators.
Most marketers surveyed (30%) also said Instagram is the platform they get the biggest ROI when working with influencers and creators.
Furthermore, most marketers (32%) said Instagram is the easiest platform to work with influencers.
2. YouTube
58% of our survey’s marketers listed YouTube as a platform they leverage when working with creators and influencers. 20% of marketers said YouTube yields the highest ROI when working with influencers.
When asked which social media platform is the easiest to leverage when working with influencers, 20% of marketers pointed to YouTube. And 18% of marketers plan to use YouTube for influencer marketing.
3. TikTok
61% of marketers listed TikTok among the social media platforms on which they work with influencers and creators. However, only 14% said it results in the biggest ROI when leveraging influencer marketing.
14% also said TikTok is the easiest to work with when collaborating with influencers and creators.
4. Facebook
Finally, 57% of marketers listed Facebook as their platform of choice when working with creators and influencers.
It also ties with YouTube regarding ROI, with 20% of marketers saying it yields the highest ROI when leveraging influencer marketing.
18% of marketers said it’s the easiest platform to work with when collaborating with influencers and creators.

Influencer Platforms for Creators
If you’re an influencer or creator looking for a platform to help you connect with brands, expand your reach, and book paid campaigns — consider joining the platforms below.
1. Mavrck
Mavrck is an influencer marketing platform that connects brands with creators (and vice versa) for collaborations and marketing campaigns. Its influencer index is especially helpful for creators.
Through the influencers index, creators can make a profile on the site and make their accounts searchable. Brands can then reach out directly to the creators and influencers they want to work with.
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2. Activate
Influencers who want control over the campaigns and brands they work with get a lot of use out of Active.
The platform allows creators to scroll through partnership opportunities posted on the site, negotiate their rates, and submit partnership proposals.
Influencers can also filter campaigns based on compensation.
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3. #Paid
On #Paid, influencers can set their rates for their content posts and the custom content they create to be posted by brands. To see campaign opportunities, users must sign up.
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4. Clever
Clever is a full-service influencer marketing agency that connects creators with brands and brand campaigns. The agency works with influencers at every level but focuses primarily on micro-influencers.
Clever’s services include:

Campaign designs
Influencer profile definitions
Influencer selection
Influencer program management
Reporting

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10 Best Influencer Platforms
Whether you’re a content creator, influencer, or brand — the platforms below are best if you want to collaborate and get the most out of your influencer marketing campaign.
1. Shopify Collabs
Shopify Collabs is free for anyone with an existing Shopify plan. The all-in-one tool allows brands to partner with influencers on YouTube, Instagram, Facebook, Twitter, and Twitch.
Marketers can create their brand’s custom application page, discover the right influencer for their next campaign, and manage affiliate payouts and special offers.
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2. YouTube BrandConnect
As mentioned earlier, YouTube is one of the best social media platforms to leverage when working with influencers and creators.
If you’re trying to find the right influencer for your next YouTube marketing campaign — YouTube BrandConnect is what you need.
With YouTube BrandConnect, companies can reach out to creators with a strong following to create innovative, authentic, and engaging branded content.
Furthermore, YouTube BrandConnect synchs with your Google Ads account and gives access to a suite of influencer marketing tools exclusive to Google.
With these tools, you can monitor your campaigns, find ways to increase engagement, and offer products in real time.
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3. Grin
If you like having a wide range of tools at your disposal, then you’ll enjoy Grin. The platform boasts a plethora of tools that support:

Relationship management
Discovery and recruitment
Content management
Product seeding
Payments

Grin can also integrate with your marketing stack, including email providers and e-commerce solutions.
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4. Aspire
Aspire is an excellent platform if your goal is to build a unique influencer marketing program. The platform’s fully customizable relationship workflows make it easy for marketers to tailor their influencer marketing process to their needs.
Aspire also allows users to find and connect with influencers, brands, and industry experts. Additionally, Aspire has tools and dashboards to help you measure the ROI from your campaign.
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5. Creator.co
Creator.co offers tools for reporting, insights, and campaign execution. With Creator.co, you can search for creators, build your own creator community, and create a seamless onboarding process for the creators you wish to collaborate with.
Creator.co also offers tools such as:

Creator CRM
Campaign management
Paid social and ad permissions
API Integrations
Reporting and insights
Competitor benchmarking

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6. Open Influence
Open Influence calls itself your “campaign co-pilot” that will assist you from campaign ideation to creator selection to performance tracking.
If you want help with production, you’ll want to check out its studio feature. Open Influence’s studio provides video production, pre-production, and post-production tools.
It also offers services for live streaming, aerial videography, and virtual reality.
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7. Klear
Klear offers tools to connect brands and influencers; however, one of its main focuses is analytics. Its influencer analytics tool provides influencer insights, demographic data, trending data, and brand safety audits.
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8. Traackr
Traackr focuses on data-driven influencer marketing. With Traackr, you can find partners, collect addresses, create reports, monitor posts, and share briefs.
If you’re looking to run affiliate and paid programs, Traackr boasts tools to manage links, define attribution models, track conversions, and pay commissions.
And, of course, it allows users to sort and vet influencers for potential collaborations.
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9. Impact.com
If you’re a brand with multiple partnerships, Impact likely has the service you need. Impact helps users manage and optimize all of their partnerships through every stage.
Whether you’re a brand, affiliate, influencer, publisher, or sponsor — Impact is an excellent tool for building relationships and fostering successful collaborations.
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10. Influence.co
Influence.co is a directory and portfolio site where creators can network and showcase their work.
The platform’s pricing model focuses on helping creators promote their brand, which allows small businesses on a budget to use Influence.co for free to find relevant creators.
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If you’re a creator looking for your next paid brand collaboration or sponsorship, you know the platforms to help you find your perfect match.
The same goes for if you’re a brand looking for an influencer that shares your vision and aligns with your goals.
Now, go out there and find the best collaborator for your next big influencer marketing campaign!