Artificial Intelligence and the future of digital marketing

Hey Siri, will you really take over my job?

How many of us have wondered at some point if our jobs will be replaced by artificial intelligence? How many have wondered what jobs will become obsolete with the introduction of AI-enabled applications? It’s no secret that AI will continue to be on the rise, and will change the world as it advances.

When we talk about AI, we might think of devices that speak (like Alexa or Siri), or self-driven automobiles. However, AI is capable of much more than that. Automating operations or making in-depth predictions are some examples of what AI-driven applications can perform.

Digital marketing is one of the industries that is being transformed by AI. Revolutionizing how marketing agencies approach promotional campaigns and reducing the time required to put together smart ideas, implement marketing strategies and provide deep insight into the target audience’s likes and dislikes, are just few of the tasks that AI performs efficiently.

Automating the process of content development is another example. AI-driven applications (such as Jarvis and Grammarly and more recently ChatGPT) are simplifying the creation of smart, personalized content. Another AI involvement in digital marketing is leveraging predictive analysis by segmenting customers based on age, income, education, and other factors, and driving insights about consumer behavior and buying patterns. Companies are already using AI-enabled chatbots to respond to customer queries, and solve consumer issues without human intervention.

Wow, isn’t it wonderful to sit back and enjoy your cup of coffee while AI-enabled applications perform tasks that previously required the employment of a full team?

While this might be true generally speaking, we have to understand – and deal with – issues that arise due to the full reliance on AI-driven applications.

Inter-personal relations are irreplaceable by machines. While AI can personalize marketing campaigns using up-to-date data, the ‘human touch’ cannot be replicated. An important question you need to ask yourself is this; can you fully rely on AI predictions and analysis? For analytic reporting to be as accurate as you want it to be, it requires huge sets of data and continued human interventions. And let’s not forget or undermine ‘human creativity’. AI – as sophisticated as it is – lacks human emotion, empathy and understanding the cultural context. It is limited by the data it is trained on and cannot replicate human spontaneity and improvisation.

The bottom line is this: AI is advancing aggressively but we shouldn’t look at it as a threat to the creative industry. In reality, it complements, enhances and supports human creativity in a variety of ways. AI can be your buddy that provides new insights and inspiration that sometimes humans overlook.

So, if you are a digital marketing company, implement AI solutions but don’t give up on your creative team. And if you are a creative employee, learn how to optimize the benefits of AI to your advantage.

Hey Siri, let’s work together …

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