?? Pros & Cons of AI in Digital Marketing [2023-2024]

As we all know with ChatGPT writing for blogs and MidJourney generating award-winning artworks, it is no surprise that AI has become the talk of the town. This new stage of evolution in digital tools promises a future that will influence all spheres and sectors, including digital marketing.

AI has already put down its roots in the digital marketing universe. According to Forbes, over 80% of Fortune companies used AI machines or integrate some form of AI technology into their digital marketing activities. So, AI is certainly here and is slowly but surely conquering the small and mid-markets.

So, with the given conclusion of AI is here to stay for about long, let's look at the pros and cons of using AI tools in marketing.

Even though AI possibilities in real-world applications are seen everywhere, they still offer many benefits still unknown to many.

Below are some Pros of AI in Digital Marketing:

• Helps companies make successful changes in strategic processes.
• Boost the bottom line and overall campaign ROI.
• Streamline marketing efforts.
• Understand and predict the market and its tendencies and fluctuations.
• Grow and scale traffic leads and revenue.
• Improve, personalize, and innovate products.
• Create a competitive advantage over others, letting the company stay afloat.
• Are cost-effective in the long run.

While touching advantages of implementing AI tools and machine learning, it is also crucial to mention the flaws and pitfalls of the technology at the moment. After all, AI still has a long way to go to become more efficient and convenient.

Below are some Cons of AI in Digital Marketing:

• AI cannot be imaginative or creative or suddenly change its mind to accommodate unexpected situations.
• AI requires extra resources and money at the beginning.
• AI needs vast sets of data to learn in order to be accurate.
• AI needs human intervention and supervision.
• AI prediction and analysis can be wrong.
• AI machine learning and tools may fail due to malfunction, blackout, outage, or human error.
• AI may demand cyber security measurements.
• AI cannot understand and analyze feelings and intentions.
• AI does not have the intuition to carry out specific tasks.
• AI cannot deal with unstructured and disconnected data, causing a massive problem for many companies that historically used different platforms for their marketing endeavors.
• AI cannot provide a warm human touch. Even though chatbots can solve most problems, people still prefer personal human contact when addressing their issues. Empathy plays an enormous role in building strong relationships between the company and customers, which AI cannot reproduce.

AI’s current possibilities are highly overrated. Although some AI tools can do magic, like MidJourney, that can create outstanding artworks worth real prize, the harsh truth is AI capabilities in marketing are pretty simplistic and requires human intervention to achieve the desired result. Many digital marketers have unrealistic expectations of AI, but it is only good in the right hands.

Therefore, let’s get it straight. There is no such thing as a super cool AI assistant available to the mass population like the one we have seen in fictional movies (Iron Man). It is no robot yet that does everything from scratch without human intervention, so you can relax and sit while it does all the work for you. Modern AI tools support the work we do by efficiently doing basic chores and tasks that require lots of time and precision. They amplify productivity and streamline workflow but cannot do it without your guidance.

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