Using AI in Marketing

Not a day goes by where we don’t read about, hear about or speak about AI (Artificial Intelligence) in some way. It is integral to so many industries with it being used day to day in PR and Marketing. But should we be afraid of it? It no doubt brings numerous benefits to the marketing world but of course, it also raises concerns. But do these concerns come from not fully understanding it? 

Let us break down the benefits and chat about the fears.

The Benefit of AI in Marketing

AI offers improved customer insights by allowing us to gather and analyse huge amounts of data which in turn gives us insights into consumer behaviours, their likes and dislikes and trends. This gives us the crucial knowledge to tailor our strategies accordingly. 

AI driven algorithms (if used correctly!) can offer highly personalised marketing content and recommendations. Ever whiled away a Sunday chatting about escaping to the sun for a week only to have Instagram suggest that Cape Verde is rather lovely this time of the year? It might be a bit unnerving but the algorithm is feeding you relevant content. If used in the right way it can improve customer satisfaction, increase conversions rates and improve customer loyalty. 

Marketing Automation. AI can automate repetitive tasks, such as email marketing or social media posting which saves on time and, of course, resources.  This can free up employees to spend more time on the creative tasks rather than the mundane. 

Predictive Analytics. AI can predict future trends and customer behaviours, helping marketers make more informed decisions and adapt their strategies in real time.

Now let’s look at some of the more common fears of AI in marketing. 

Job Displacement. Now this is a big one. How often have you heard someone say “oh the robots are taking over”. I mean, it is a valid fear. Every supermarket has self service checkouts and just one employee can oversee as many as 20 at a time, and so not as many employees are needed. As AI automates tasks, there is concern that human marketers may become obsolete but realistically we should think of AI as an assistant to marketing. It can help us work more efficiently but it can’t replace marketers entirely. 

Data and Security The collection and analysis of vast amounts of data by AI systems raise concerns about data privacy and security. It’s the responsibility of the marketer to ensure the data is handled securely and is in compliance with the data and privacy regulations i the territory you are in. 

Biased algorithms. AI will not always make the best decisions and sometimes discriminatory or offensive content can be pushed out which can lead to long term damage to a brand’s reputation. Again, we must see AI as an assistant to our work and so we need to monitor and control AI systems to avoid such grave errors.

The Loss of the Human Touch While AI can enhance personalisation, it may also lead to a loss of the human touch in marketing. It can sometimes be a mammoth challenge to get a human on the phone when calling larger companies which can lead to huge customer dissatisfaction. Customers can lose a connection with a brand if they feel their interactions are over-automated.

All things considered, AI in marketing is a powerful tool that has absolutely revolutionised how businesses interact with their customers. There are no doubts that there are some valid concerns about AI but if it is used responsibly it can, in fact, create more effective marketing strategies which can only benefit both customers but the business too. 

AI isn’t going anywhere and so rather than being scared of it we need to embrace it, use it with caution, leverage its potential but being mindful of the risks.