A Marketer’s Love-Hate Relationship With AI

So, yet another ChatGPT post? Not exactly, but not far off either.?

Now, OpenAI’s ChatGPT, DALL-E, and other AI tools from several creators are cool.

But, Artificial Intelligence has been and will always be an integral part of marketing in many unique ways.?

I get it. It has been suffocating to go about surfing LinkedIn while you encounter anyone and everyone preaching about AI.?

But, we’re not here to list the top 10 AI tools for marketing. There are already plenty of those posts out there.?

This 2nd edition of the Orange Draft dives deep into the more interesting questions that marketers have about AI.?

What do marketers think of AI? What about ethics and originality? Is your job really safe?

Or should we start by beating a dead horse of a topic?

Touching The Good Ol’ Debate Of Whether AI is Good or Bad

Let me say this straight out of the gate; this question that everyone keeps asking about AI’s inherent nature can’t be answered in plain colours.?

It’s about the shades here, folks.?

There’s no denying that AI is one of the pillars of our future.?

Almost all sectors and industries use AI in some capacity that improves the quality of life and work.?

A human on a PC gets tired every couple of hours. AI can stick around, round the clock doing the hard calculations and processing mountains of data.

It reduces errors in processes, analysis, and decisions.?

In marketing, AI can help you with predictive analysis. Which is one of the most important aspects of AI usage.?

It helps you make better recommendations, target the most convertible leads, and allows a personalized approach.

What About the Rough Side of the AI Street?

Speaking of accurate targeting, ever wondered why or how it is possible?

If not that, you surely must’ve had a question. How on earth did Facebook show you ads about a baseball hat when you searched for it on Google??

That’s exactly how advertising works.?

Companies like Google, Facebook, and other Advertising platforms access your internet data and activity to show personalized ads.

That doesn’t sound very ethical, does it??

Safety Measures for Personalized Tracking

Considering how personalized tracking makes these companies look sketchy, they have started asking permission to collect the data from you.?

While browsing websites, you can deny permission to access cookies.?

You can also deny the request to share your information while creating an account on Facebook, Google, or similar websites.

Then there’s also GDPR compliance for them to worry about.?

But, let’s put our tin foil hats on for a minute.?

Voice Assistants and Smartphones “Spying”.?

Are they listening to you? Yes, and that is something eerie for sure.?

Your phone records your voice all the time to detect voice commands. Devs and Advertisers claim that they don’t use this voice data to spy on you or target ads.?

There isn’t any solid evidence that proves or disregards this. Regardless, it doesn’t help the paranoia, does it?

Putting all these good or evil questions aside, I need you to focus on the 1 question that matters the most!

The Correct Debate: Assistance or Reliance on AI??

Everything we just said leads to a clear-cut direction for AI in Marketing.?

We’re going to keep using it for the tasks that make our processes easier and error-free.?

But then you’ll have to answer another question. Should you completely rely on AI or use it as an assistant?

AI’s True Potential in Marketing

What do we know about AI’s power so far?

It is extremely good at data gathering and processing. This makes it easy for us to use AI to learn more about our target audience and their issues, preferences, and decisions online.?

Having all of that information is a dream scenario for a marketer, as you can make highly personalized websites, advertisements, and content.?

Chatbots and AI in customer service have also gone through years of updation and changes to make them viable and effective.?

And speaking of content, AI can also generate copy, content, and images with specific commands.?

You can use commands to specify your niche, target audience, USPs, style and tone, and a host of other modifiers.?

I can already hear the voices of content creators in the distance, bringing up a very important point.?

Patterns & Algorithms - AI’s Boon or Curse?

So, let’s get you on track with the content creators on the biggest shortcoming of AI.?

It can never replace human creativity and ingenuity.?

That is something undeniable, at least for now and in the near future.?

But why is that? Isn’t AI smart enough to mimic a copywriter’s creativity?

Let me explain how AI works in easy words.?

Artificial Intelligence gathers large amounts of data and processes it with the help of certain algorithms in place.?

Then, it analyzes the patterns and specific aspects of the data to run their program or task.?

No matter what creative field you take, the AI will only be able to find combinations and patterns out of the existing data.?

Also, it will more than likely reflect output that is generic and focused on a mass audience.?

As far as originality is concerned, you shouldn’t expect any rainbows or sunshine.?

Anyone that’s going to type the exact same commands and prompts will get the same results.?

But, Google has a very neutral stance here.?

In a recent statement on Google Search Central, they basically said that high-quality content will be rewarded, regardless of how it is produced.?

So, the creation choice is ultimately yours.

The Right Answer to this Debate

Now, marketing isn’t all about those creative tasks; those are just a part of the larger picture.?

Where AI can truly shine and be relied upon are areas where you don’t need to find unique solutions to ordinary problems.?

Areas where you need to cover a lot of data ground and get predictive, accurate, and conclusive reports.?

And the best news? This particular use of AI can be applied to pretty much all Marketing subdomains.?

• Advertising & Paid Marketing: AI can improve the targeting and personalization of ads by getting user data. You can also get highly specific data about the keywords you want to target
• SEO: You can use AI for competitor analysis and in-depth keyword research for volume, difficulty to rank, and user intent. You can also find errors on your website
• Content Creation: Apart from Ai-generated content, you can use tools for extensive research, outlining, and understanding a certain topic
• Social Media Marketing: You can use AI not only for content research but also for content curation. It can accurately identify trends and suggest specific content for various platforms. You can also generate captions and hashtags for your posts
• Lead Generation: AI is amazing for Lead scoring and qualification. With the great data capabilities that AI has, it can accurately judge leads to segregate them based on the best possibility of conversion.

There are several use cases of AI in marketing that can boost your productivity and success rates. And this actually answers yet another important question.

So, Is Your Job Safe?

Yes!

Very surprising, I know.?

But, that’s the thing; The best way to use AI is when there is an actual person who knows how to make the best out of it.?

Think of someone who knows the ins and outs of their work. Every little detail, theory, possibility, scope, etc.?

They can understand how AI deals with those characteristics of a task, and shape it to ensure the best use cases and workflows.?

If you’re worried about losing your job, focus on understanding what AI can do to replace you.?

And, upgrade yourself to do things that AI can’t.?

Like being a human. A creative, empathetic, human that knows the value of staying true to themselves and doing things that Artificial Intelligence can never create with an algorithm.

About The Orange Draft

Found this discussion about Artificial Intelligence interesting??

Our team here at Unbound started the Orange Draft to promote these insightful discussions on Marketing.?

We also focus on creating content that promotes the inception of unique opinions in the industry.?

You can also check out our previous edition, Patchwork for Your Leaky Demand Funnel if you haven’t already!

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