- Published on
Ethical AI Marketing — My Key Takeaways from Sumaya's Ebook
- Authors
- Name
- Mitch Metz
Intro
Trust is huge in construction, which makes adopting AI tricky. Ethical marketing matters even more because relationships and reputation are everything.
My friend Sumaya and her team just released an ebook on Ethical AI Marketing, and in the video above I walk through a few quotes that stood out to me and how they apply to our industry.
Highlights and Reflections
Starting with the big picture:
"Showing up authentically helps people decide if they are aligned with your brand values"
And the other evergreen reminder:
"Create content for your people. Focus on valuable, accurate, and accessible content that genuinely serves your audience. Participate in genuine conversations on social media, especially Reddit, which is frequently cited by LLMs."
If I'm ever in doubt, the move is to leave a paper trail of genuine value.
Core Themes from the Ebook
"Technology may change, but your values don't have to"
I loved that quote. AI is happening whether we love it or hate it, but we can still proceed with integrity.
Design and Brand
I agree with keeping human hands on the core brand assets.
"Avoid using AI for logos and core brand assets."
Treat AI as scaffolding, not the structure:
"Use AI as a starting point, not the final word. Treat AI-generated graphics or branding concepts as inspiration or drafts. Maintain human oversight to help catch errors, biases, or off-brand visuals. Always fine-tune and personalize assets to align with your brand's values."
In practice, I care most about the first and last 10%: the creative brief, the revisions, and the final approval. On a bigger scale, that impactful 10% also looks like the logo, brand assets, and your one-sentence value proposition.
Web and UX
Transparency should be standard.
"Users should know when they're interacting with AI instead of a human, and how their data is being collected or used to shape their experience."
I also want to know when I'm consuming AI-generated content. If it's good, fine — just let me know.
SEO and Content
AI is changing how people find information. Some of that discovery now happens directly on platforms or through AI summaries. The solution is not complicated or novel:
"Create content for your people. Focus on valuable, accurate, and accessible content that genuinely serves your audience. Participate in genuine conversations on social media, especially Reddit, which is frequently cited by LLMs."
The more you focus on serving your specific audience, the more future-proof you become.
Full-Funnel Values
Consistency matters from first touch to sales to delivery. It's hard because it crosses teams, but it's where values actually become brand. Clearly defining, following, and communicating your brand values tends to be contagious internally — your team passes it to your clients, and you end up with a more coherent funnel and community.
Closing Thought
Be authentic and always provide value. It's obvious, and still the best compass.