I recently read a Tweet that said “AI will not replace you, a person using AI will”. We have all heard the concerns about AI taking over the jobs of people. And one of the biggest questions marketers have is if AI will take over the world of marketing. I would say no. Well, I look at AI as an opportunity. An opportunity to increase the effectiveness, creativity, and efficiency of work. For instance, Starbucks is using AI to record or collect their users' purchases. Information such as the time and day of the week, what they order, their location, and also what weather is like the day they order. They use this information to create personalized recommendations in the future for their customers. From Open AI to personalized Amazon recommendations, AI is definitely changing the face of today’s digital landscape.
For any new invention to be successful in business it has to be a profit-making one, After the invention of AI in marketing, many brands have supposedly generated more effective campaigns. As discussed above, unlike traditional mediums AI allows brands to target their potential set of customers which helps to maximize the ROI. Whether it could be scaling the business faster or decision-making, AI is here to stay. Previously, brands had to undergo extensive research before launching a new product or a campaign in order to make it successful. Again, it might not guarantee a success rate, but after the invention of AI, these questions can be answered by AI. AI uses the data from customers' databases and provides information such as which set of customers are more likely to buy your product, what's the best platform to advertise the product, and much more trivial information. For any campaign to be successful Content is the primary aspect to be focused on. But can AI really generate content better than humans? I would say no. There has to be a balance between human creativity and machine creativity. It has to be the amalgamation of human imagination, creativity, and more rational decision-making, testing, and judging. In a creative industry like marketing, people can quickly get scared of terms like data science and AI because these are not something they are passionate about. But we do not really need to have data science skills. We build websites on our own today without HTML coding by simply dragging and dropping pictures onto an interface. This is exactly how we are going to use AI in the future.
However, there are a lot of challenges that come with AI. But the biggest challenge is the lack of understanding. Every other person may see AI as a writing tool with which they can write blog posts or ads. But what they do not see is what language model it uses or where the information is coming from. There is no explainability in the content it offers. An entrepreneur or a CMO in the future may build an agency with AI being its employees that write a bunch of articles. But what if the data that AI produces is biased? Then it's a business on the backbone of a biased system. For instance, When OpenAI was asked to create people, it created white men. There is no diversity in the images it was creating. Hence it is important to educate ourselves and others on how AI and data should be used.
I am hoping AI will make workplaces filled with more humans by depending on machines for automated work and using our skills for the better. Yes, machines can be creative. They can definitely perform creative tasks but they will never be able to imagine the future that we humans want to build and the product that we would want to have in the future. And this is what marketers can focus on in the future. There is definitely no marketing in the future where AI is not a part of it. Hence, we should embrace the fact that AI can drive personalization and creativity and intelligently automate tasks and AI is accessible not just to large enterprises and tech-savvy marketers. Every marketer from intern to CMO could be the one that leads the change within the industry.
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