How AI is changing marketing

Marketing, like almost every industry, is being transformed by AI. From generating ad content to optimising campaigns, AI tools have the potential to save time for the marketing team and drive truly impressive results for brands. And agencies that know how to harness the potential of AI will thrive.

The performance marketer’s time to shine

There has already been a shift in performance marketing in recent years, thanks to the rise of machine learning, real-time data analysis and predictive analytics.

At elespacio, for example, we’ve been using Google Marketing Platform to craft and optimise data-powered campaigns for clients since 2016.

Anyone who is already well-versed in these data-driven tools will find using AI comes naturally. Performance marketers, therefore, are perfectly placed to lead on AI adoption within an agency.

The magical expanding AI toolbox

Tools such as Performance Max, responsive search ads and Advantage+ on Meta, help marketers optimise their strategies and drive great results for clients.

And with the technology developing every minute, AI promises to expand our toolbox even further as we look ahead.

Two ad content tools, Smartly and the Source, can power engagement in display and paid social campaigns, while Brand Guardian is a platform that helps make sure content is consistent and compliant.?

Humans still rule

For marketers, AI technology promises a future full of innovation and potential for growth. But let’s just pause for a moment.

AI is powerful and it is useful. But it is not a silver bullet. It can only reach its full potential if there’s a human at the steering wheel.?

AI can help, for example, with hitting primary KPIs, such as revenue or cost per acquisition (CPA). But when it comes to spotting trends or making decisions based on secondary KPIs, only a human can do that.

Even generative AI tools like Midjourney and ChatGPT need a human to prompt them, guide them and evaluate their output. It’s where human ingenuity, strategy and AI-powered insights meet that the real sweet spot can be found.

It pays to be choosy

The AI landscape is evolving at breakneck speed and, while it’s great to keep up with the latest developments, it’s also important to be selective in which tools and technology you use.

Embracing only the tools that help you serve your clients is crucial. If you try to adopt every shiny new thing that comes along, overwhelm will rapidly follow.??

The key to success in an AI-powered future lies in investing in AI-related skills, finding a balance between AI and human expertise, and carefully choosing which technology to adopt. Ultimately, it’s about empowering people by giving them the right tools. It’s not about replacing them.

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