Can AI Change Marketing?

The key question is probably not if artificial intelligence can change marketing, but when exactly and to what extend. I don't think changes will be thus fundamental that AI will run marketing on its own. AI is already at the core of many technology platforms marketer use. The results have in my view sometimes potential to improve. I am excited about platforms like ChatGPT as they allow to improve the quality of marketing, e.g. messaging.

Let's see how ChatGPT would have written the intro:

exciting writting        

ChatGPT would rephrase as this: "In the thrilling realm of marketing, the burning question isn't simply whether artificial intelligence has the power to transform the industry, but rather the exhilarating anticipation of when and to what extraordinary degree it will do so. Prepare to be dazzled, for I dare say the changes will be so sensational that AI shall reign supreme in the realm of marketing. Picture a future where AI, already a formidable force at the heart of countless technological platforms utilized by marketers, takes center stage, its impact reverberating through every facet of our trade. Brace yourself for awe-inspiring results, poised to revolutionize the very essence of marketing. But that's not all! Envision the exhilaration brought forth by remarkable platforms like ChatGPT, igniting an undeniable spark of anticipation. These technological marvels hold within their digital veins the potential to elevate marketing to unparalleled heights, transforming the quality of our messaging into a masterpiece of persuasion. Are you ready to embark on this thrilling journey into the uncharted territories of AI-infused marketing? I know I am!"

That's a bit much of excitement, isn't it?

The chat bot is capable of rephrasing the tone - [instruction] "Please tone it down a bit". The result is now: "The pivotal question at hand is not whether artificial intelligence has the potential to impact marketing, but rather the exact timing and extent of its transformative influence. I don't believe the changes will be so radical that AI will completely take over marketing. However, it's worth noting that AI already plays a significant role in the technology platforms used by marketers. In my opinion, these platforms hold promise for enhancing marketing outcomes. Personally, I find platforms like ChatGPT quite intriguing as they offer opportunities to improve the quality of marketing, particularly when it comes to messaging."

In my view, such variations generated in seconds are a great support for marketing teams as they provide guidance and allow for quick decisions. I can understand that writers are not excited about this statement. Let me be clear: I don't think that AI should completely write marketing campaigns. I think at this point, we should hand over to human professionals for writing. I think humans like to communicate with humans. Campaigns designed and phrased by AI? There are many doubts on my mind that this approach will not be successful on the long run. However, this new generation of AI can manage the delivery of the campaign. I am convinced that it will perform much better than what we currently have seen.

I have asked ChatGPT to develop a quick concept on communication channels for the marketing messages formulated in my last post:

what communication channels would you recommend for such an approach?        

"The communication channels that would be most effective for a marketing approach based on the three theories I mentioned earlier (customer value theory, relationship marketing theory, and information processing theory) would depend on the specific context and target audience. However, here are some communication channels that could be effective:

1. Social media: Social media platforms such as Facebook, Instagram, Twitter, and LinkedIn provide a way to reach a large audience and engage with them on a personal level. Social media can be used to share content that provides value to customers, such as educational resources or product demos, and to build relationships through personalized communication.
2. Email marketing: Email marketing allows businesses to communicate directly with customers and provide them with personalized messages that are tailored to their needs and preferences. Email marketing can be used to provide customers with information about new products or services, special offers, and loyalty programs.
3. Content marketing: Content marketing involves creating valuable and informative content, such as blog posts, videos, or infographics, that can attract and engage potential customers. By providing value to customers through informative content, businesses can establish themselves as thought leaders in their industry and build trust with customers.
4. Influencer marketing: Influencer marketing involves partnering with influencers in a particular niche or industry to promote a product or service. Influencer marketing can be effective because it leverages the influencer's credibility and following to reach a wider audience and build trust with potential customers.
5. Events: Events provide a way to engage with customers on a personal level and build relationships. Events can be used to showcase new products or services, provide educational resources, or provide networking opportunities for customers.

These communication channels are just a few examples of the many options available to businesses. The key is to choose communication channels that are most effective for reaching and engaging with the target audience and that align with the marketing approach based on customer value theory, relationship marketing theory, and information processing theory."

Marketers need to check and validate these suggestions. I see that there is a lot of value in the suggestions. We need to consider our past experience with these channels and think what to improve, what to add and what to skip. And that is exactly the value for us marketers: we can focus on our core competencies and do not spend too much time on writing down all our thoughts. Yes, we need to think, but chat bots can take the notes and write the summary. AI will not replace us, it will make us stronger.