Ethical AI Marketing — My Key Takeaways from Sumaya's Ebook

Trust is huge in construction, which makes adopting AI tricky. Ethical marketing matters even more because relationships and reputation are everything.

I recently went through Sumaya’s ebook on ethical AI marketing and recorded a video commentary with key takeaways applicable to the construction industry.

Showing Up Authentically

Showing up authentically helps people decide if they are aligned with your brand values. This isn’t about being perfect — it’s about being real.

Content Strategy

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 and AI search tools.

The Foundation

Technology may change, but your values don’t have to. That’s the core message worth internalizing.

Design and Brand

Avoid using AI for logos and core brand assets. 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.

I care most about the first and last 10% — creative briefs, revisions, final approval, logos, and brand assets. Those are the pieces that define your identity.

Web and UX

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. Transparency builds trust.

SEO and Content

Focus on serving specific audiences to become future-proof as AI changes how people discover businesses. Broad, generic content is losing ground to specific, valuable content that serves a defined niche.

Full-Funnel Values

Consistency across customer touchpoints — from first contact through delivery — makes values become brand identity. Every interaction is an opportunity to reinforce who you are.