JACKSONVILLE, Fla. (May 01, 2024) — Reputation Ink, a B2B professional services public relations and content marketing agency, was awarded a silver ADDY by the Jacksonville Chapter of the American Advertising Federation (AAF) for its creative video on the pitfalls of artificial intelligence. The three-minute clip, “When the bots take over your video,” playfully explores what can happen when businesses use AI without strategy or human oversight.
Generative AI has become a hot-button topic over the past year amid the rise of tools such as OpenAI’s ChatGPT. Agencies are increasingly adopting AI for content generation, so Reputation Ink highlighted the trend in its 2023 video.
“While AI is a helpful tool when used diligently, it can go awry very quickly if misused,” said Marja Martinez, the account coordinator with Reputation Ink who developed the concept and script for the video. "Throughout the past year, we've seen plenty of press releases with telltale AI-generated language and cliché phrases like 'a testament of', 'in conclusion,' and 'transformative.' AI is not something to be feared, but we must use it responsibly to avoid overused and unnecessary language while supplementing our daily work."
Reputation Ink has sent annual creative holiday videos to clients and friends of the agency since 2015.
“Our annual holiday video allows us to share a message encapsulating the entire year — and have a little fun, too. In 2023, we noticed how AI became a recurring theme in almost every aspect of technology and wanted to underscore that in our video,” said Steven Gallo, director of content marketing and PR. “AI is a great tool to aid human thought and design, but ultimately, human relationships cannot be replicated.”
The agency won a gold ADDY in 2016 for its holiday card game, “Cards Against Content,” and again in 2017 for the holiday video, “F*ck 2016: Marketer’s Plea to Santa.” Rep Ink’s 2021 video “That’s a Wrap” also took home a gold ADDY. In 2019 and 2020, the agency won silver ADDYs for the holiday videos, “Reputation Ink’s PR tips for the 2019 holiday season” and “Rep Ink’s 2020 Nice List.”
The American Advertising Awards is the advertising industry's largest and most representative competition, attracting nearly 35,000 entries every year in local AAF competitions. The American Advertising Awards’ mission is to recognize and reward the creative spirit of excellence in the art of advertising, marketing and communications.
About Reputation Ink
Reputation Ink is a B2B professional services marketing and public relations agency. The firm focuses on three areas: corporate law, architecture, engineering and construction (AEC), and business-to-business companies. Providing public relations, content marketing, social media marketing and lead generation services, the agency has generated millions in ROI for its clients. To learn more, visit rep-ink.com.