AI Assistants for marketing?

I recently came across an AI complete marketing assistant ELSA by M1 project company. It was little surprising, because so far, I have seen effective point products to perform a single task such content creation, video editing, transcription and so forth.

My experience with AI tools so far for any marketing material, writing or messaging has been suboptimal with respect to any strategic thinking.

Inaccuracy and inadequacy: Writing tools, even search summary tools as stated by the manufacturers themselves are grossly incorrect. Tools like Google Gemini or ChatGPT summarize an optimized sentence format without understanding the correctness of the information and thus create misinformation. My own blog summaries lost tonal quality, the emphasis and even the key highlighted items when summarized in ChatGPT.

?AI writing tools are at best good for transcription and summarizing and but any kind of THINKING applied into a writing output such as branding/messaging guide is circumspect at this stage.

While we are still struggling with the basics of writing, the promise of Strategic thinking is new.I found 2 tools today offering readymade marketing plans/strategies.

Both ask questions and inputs on the ideal customer persona, the value proposition, the benefits, the competitive advantage and then promise to deliver the plan.

In both the tools, one is supposed to fill a series of questions and then the tool would create personas, messaging, readymade facebook advertising campaign based on the provided information.

?However, there is major issue. The questions expect the respondent to be

1) Already well versed with marketing terms, techniques

2)Expect the respondent to actually understand and craft to provide a readymade value proposition.

A value proposition is not 4 line statement thought of on the spur of the moment and in most cases needs a working session/discussion amongst key stakeholders and teams to brainstorm and finalize. It is part of the product strategy discussions which then feeds into Go-to-Market messaging.

AI tools, particularly assistants have tremendous promise and I have no doubt would be used pervasively esp by those who have lack of resources to hire content/copy writers, marketers and even by free-lancing marketers themselves. It is also true that so much content and messaging floating on the web has been written in this fashion with little thought and plenty of “inspiration” from existing content.

Yet, tools offering strategic thinking seem very nascent in how they are built right now and cannot be a replacement for a marketer. At best they can be additional input for a well-thinking effective marketer to enhance their work.        

What do you think, would love to hear your thoughts?

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