Last month, British Orienteering shared an AI-generated image on social media. While it was a one-off, it sparked plenty of conversation and raised an interesting question: how can we make the most of AI without losing what makes our sport—and our clubs—unique?
In this blog, we explore how clubs can confidently use AI to help create engaging content, while keeping authenticity at the heart of everything they share.
Why do people use AI?
AI can be a useful tool for generating ideas, writing copy and creating eye-catching visuals. It can save huge amounts of time when it comes to drafting content, social media cards and generic imagery. But the content that really connects with people is the content that feels real, relevant and recognisably yours.
Clubs are run by volunteers, so saving volunteer time is particularly important.
AI could help with:
- getting a first draft of an event announcement
- turning event information into different social media posts
- generating ideas for engaging newcomers
- proofreading newsletters
- summarising meeting notes
- brainstorming campaign ideas
- creating generic supporting imagery
- adapting longer pieces of information into shorter social content
Protecting our brand...and yours
British Orienteering has worked hard to re-establish our branding, content and the visual perception of the sport over the past few years. Our overall aim is to maintain and bring to life how incredible our sport is without using AI-generated content.
As such, all branding, whether it comes to overall advertising of Major Events, Webinars, The Development Conference, etc will be created in-house. If you are seeking support with creating content for the above, please get in touch with marketing@britishorienteering.org.uk.
General tips:
- Avoid using AI-generated or cartoon images across social media and websites.
- Instead, use images captured by Rob Lines and Wendy Carlyle. You can also use the British Orienteering Media Gallery to help you filter through image categories
- Remember to follow the guidance on celebrating junior orienteers safely
- Use AI sporadically to help guide you on how to produce visual content, but take the time to generate your own promotion and marketing materials to make it personable and authentic.
Below are two examples of adverts for two major events. Which one is AI-generated, and which one isn't? Think about the key differences in imagery and authenticity.
AI isn't smarter than your knowledge
AI can make mistakes. It's the line subtly added at the end of each chatbot site and function. Read and re-read your content. AI may provide the bones of what messaging you are trying to get across; however, it still lacks the authenticity, the language, and the human-to-human personable content that can capture newcomers and keep existing members engaged.
What to consider when using AI
- Think of AI as your collaborator, not a replacement for creating content
- Fact-check EVERYTHING
- Never input private membership data into AI-generator tools.
- Maintain authenticity by taking some of the ideas AI has provided you with, and then creating your own version that is more on brand and coherent.
Parting thoughts
In a world that is constantly evolving, we can't avoid AI, and ultimately, that isn't the aim, we want to encourage clubs and members to use it thoughtfully, so it supports your club’s voice rather than replacing it. In a busy social media landscape, that human touch could be what makes your content stand out from the crowd; don't allow your content to get lost in the jungle of AI-generated content.
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