Leveraging the use of machine Learning and AI

How well do you use Generated AI, and can you rely on the results of generative AI in the world of business, creativity, and academia? Many argue that generated AI drives effective results, to back this up in 2023, Fiver launched a campaign called “Power of Humanity”, with the campaign's tagline, "AI took my job... to the next level."

This campaign shaped my thought process towards AI, serving as a testament to the transformative power of AI when harnessed by human creativity. It prompted me to start asking questions about how we can harness the power of artificial intelligence in the world of marketing.

Leveraging the Use of AI in the Marketing Landscape

My journey into understanding AI's role deepened during a thought-provoking lecture by Sam Leung, Vice President of Search Engine Marketing (SEM/SEO) and Advertising Technology at The Aber Group. Leung’s insights navigated the nuances of integrating AI into marketing strategies, shedding light on its capabilities and challenges. What surprised me the most was the depth of integration of AI into modern advertising platforms. Sam highlighted how AI is not only used for dynamic creative generation but also for predictive modeling, allowing marketers to anticipate consumer behavior and optimize campaigns with unprecedented accuracy. This seamless integration of AI brings remarkable convenience to marketers, significantly reducing the time and resources required for data collection and analysis.

With my circle of friends, we have always had the argument that one day AI will replace humans in the workforce, however, Leung's detailed exploration uncovered a more symbiotic reality. AI acts as a potent tool that augments human marketing efforts rather than supplanting them.

?

Can We Trust the Results of Generative AI?

Now back to the question of whether we can fully rely on the results of generative AI. While Sam acknowledged the tremendous potential of generative AI, he also highlighted its drawbacks. Leung touched on a few points with tools like ChatGPT and Gemini being used for things like keyword research, copywriting, and ad copy generation. While these tools can efficiently complete tasks in a short time, the results may lack a certain level of originality or depth. This is because AI relies on existing data and patterns to generate content, which can sometimes lead to refurbished or generic outputs.

Since AI operates based on existing data and patterns, no matter how extensively we train AI models, they are limited by the data they have been fed. This limitation means that AI tends to generate outputs that are variations or combinations of existing data rather than producing entirely novel creations. In the realm of content generation, for instance, AI excels at generating text based on patterns it has learned from vast datasets. However, this also means that the AI's outputs may lack true creativity or genuine originality. It can rearrange words, phrases, and ideas in innovative ways, but it may struggle to produce completely new content.

As Sam highlighted, people buy from people and not from robots. They don't just buy products or services; they buy into experiences, stories, and connections. These elements are often best crafted and communicated by human marketers who understand the intricacies of human emotions, cultural nuances, and evolving trends. For example, AI-generated content may miss the mark when it comes to capturing the subtle nuances of humor, empathy, or cultural references that resonate with specific audiences. It may produce generic or cookie-cutter content that fails to engage or inspire action.

?So, I wouldn’t say we can’t rely on AI-generated results, but we still have to confirm the data it’s giving us for accuracy and a feel of human elements. Because with my own experience with AI, I have encountered errors, unrelated statements, and discrepancies that highlight the need for human oversight and validation. The combination of AI's computational power with human oversight ensures a balanced and reliable outcome. This collaborative approach not only confirms data accuracy but also injects the necessary human elements such as empathy, context, and creativity into the decision-making process.

?

Ethical Concerns and Reflection Regarding AI and Machine Learning

Looking ahead, the growing prevalence of AI is fundamentally reshaping the digital marketing landscape, ushering in a wave of transformative possibilities alongside inherent challenges. Sam's insightful discussion on image generative AI, particularly in sensitive areas like food marketing, underscored broader ethical considerations crucial in navigating AI's impact on marketing practices. While AI offers unprecedented opportunities for innovative content creation and audience engagement, there are ethical concerns put in place to restrain us from over-reliance on AI.

One of the paramount concerns lies in AI-generated content potentially misleading consumers or setting unrealistic expectations, especially in food marketing, leading to trust erosion and brand damage. As marketers, our field relies heavily on human elements, genuity, and interpersonal connection, so it is crucial to find the perfect balance when leveraging AI. Striking a harmonious balance involves transparent AI usage disclosure, human oversight for content validation. By embracing these ethical concerns, digital marketers can harness AI's transformative power responsibly, ensuring ethical standards, fostering trust, and cultivating enduring brand-consumer relationships in today's dynamic marketing landscape.