“Bondié”, our newspaper seller, was a fine marketer. But, could be better with Artificial Intelligence.

In my early teenage years, I remember seeing “Bondié”, our newspaper seller, strolling the streets every morning at 7am with his bike. He would carry all kinds of newspapers and shout “mauricien, mauricien” with his high-pitched voice. But, Bondié was more than a newspaper guy. He was the heart of our neighbourhood, chatting with everyone he met, even stopping to shoo away stray dogs that bothered the little kids.

Little did he know that he was demonstrating every aspect of a marketing campaign; the brand, the connection, and the relationship with customers, as well as the message.

“Bondié” was a fine marketer.

While these fundamentals are still relevant today, the technology landscape is fast changing. Where once “Bondié” pedalled his bicycle, today, the message is accessible with just a few clicks.?

The next (6th) digital innovation cycle is underway in Mauritius and the opportunities

Artificial intelligence, Robotics, Automation, and others are not just buzz words. These are opportunities for businesses in Mauritius to embrace. With AI becoming more accessible to end users, we are seeing changes in the way we work; increasing efficiency and productivity.?

What once took hours may now be accomplished in mere seconds, underscoring the rapid pace of change and the transformative potential of this new era.

A study conducted by Harvard Business School and the Boston Consulting Group (BCG) demonstrated significant differences between teams using AI and those that do not. BCG consultants completed an average of 12.2% additional tasks, finished tasks 25.1% faster, and produced results of 40% higher quality.

With automation poised to revolutionize systems, predictive analytics becoming increasingly prevalent, and data processing reaching unprecedented levels of efficiency, the impact on industries is bound to be profound.

What digital marketers in Mauritius think of AI

In 2023, I surveyed 120 local marketing professionals to get their opinion on Artificial Intelligence and its impact on operations, strategy, and investment priorities.?

Among the key findings, AI-driven marketing has garnered substantial attention, especially in recent months, with many professionals and businesses viewing it as a potential game-changer. It offers the chance to enhance productivity, enables organisations to diversify their product offerings, and facilitates entry into new markets through a multitude of use cases.

While the scope of AI is vast, surveyed marketers seem to focus on content creation. In fact, 84% mentioned using AI for copywriting, while only 9.4% mentioned automation.?

In my opinion, I believe we are still limiting the potential of AI to only content creation. Tools like ChatGPT, Midjourney, and others are mostly being used for content creation when they are capable of much more.?

How are we using AI in Marketing today?

• Content creation
• Digital Advertising targeting
• Automation
• Chatbot

Where marketers in Mauritius should aim at

• Personalisation in dynamic content
• Sentiment analysis
• Natural Language Processing (NLP)
• Video creation
• Data Analytics and Forecasting

However, to capitalise on the potential of Artificial Intelligence, there are key areas to address and these include skills, compliance, and accuracy of the output.?

The biggest challenges in implementing AI in marketing activities

Despite their general satisfaction, marketers express reservations regarding the uncertain aspects of AI implementation, such as ethical considerations and skill gaps.

These apprehensions often stem from misunderstandings and anxieties arising from limited understanding of AI. The State of Digital Marketing 2023 — Mauritius’ findings reveal that a significant 60% of local marketers doubt the accuracy of AI, while 49% admit to lacking skills and expertise in AI.

Measuring AI accuracy isn't straightforward. Challenges like data quality, distribution, evaluation metrics, and ethical implications can influence it.?

Poor data quality can lead to inaccurate or misleading results, while non-representative data distribution may affect its assessment.

Source: State of Digital Marketing Mauritius 2023

The evolving role of digital marketing in companies

I've always advocated for the inclusion of digital marketing in strategic discussions within companies.?

The main reason is access to data from end customers; ultimately understanding their behaviours and impact on the business.?

Certainly, when newspapers went online, “Bondié” experienced a drop in sales. Yet, he understood customer behaviours. He knew customers purchasing bread in the morning were more likely to purchase newspapers. So, he opened a small outlet to be closer to his customers.?

This is where companies can benefit from digital marketing. With the shift in buying behaviour, companies can benefit from data and analytics to make informed decisions, just like “Bondié”, and be more efficient in their marketing functions.?

Digital marketing should be a fully integrated part of the business models; supporting both internal teams and bridging customers to the brands.?

A few years ago, digital marketing was only considered a way to raise brand awareness and was isolated from other departments. This created a disconnect between what’s happening within the organisation and the customers. Ultimately, if there is a disconnect, there are opportunities lost.

Success in human-AI collaboration

The efficacy of human-AI cooperation hinges on achieving a harmonious balance between AI capabilities and human judgment within the respective field.?

Notably, individuals new to AI technology are prone to unquestioningly adhering to AI recommendations, potentially leading to Automation Bias, whereby the user demonstrates overly reliance on the AI results, regardless of the accuracy.

Given that 58% of respondents from the State of Digital Marketing Mauritius survey mention using AI on a daily basis, and 74% have never undergone AI training, vigilance against Automation Bias becomes paramount to prevent complacency.

I believe there are four pivotal factors shaping optimal human-AI collaboration:

• Immediate AI recommendations prior to human decisions can introduce anchoring bias into joint decision-making processes.
• Initial perceptions of AI response accuracy significantly influence users' trust in AI over time.
• Users' proficiency in assigned tasks and their comprehension of AI capabilities.
• The mode of interaction with the AI platform during decision-making processes.

Where do we go from here?

In conclusion, as Mauritius ventures into harnessing AI for marketing success, we must navigate a landscape of both promise and challenge. Lessons from figures like "Bondié" remind us of the power of intuitive marketing.

The opportunities presented by AI, robotics, and automation are vast, as evidenced by studies from institutions like Harvard Business School and the Boston Consulting Group. However, we must address challenges like Automation Bias, driven by a lack of AI understanding and training.

To optimize human-AI collaboration, we must focus on factors like task proficiency, trust in AI accuracy, and effective interaction with AI platforms. By fostering a culture of learning and collaboration, Mauritius can unlock AI's full potential in driving marketing success.