Why Fear of AI Lingers in Digital Marketing: Debunking Misconceptions and Finding the Right Balance

In the race between marketing executives, we all sometimes leg behind technology. Artificial intelligence (AI) is becoming more prevalent in every industry, including digital marketing. Although AI can provide numerous benefits, including improved analytical capabilities and conversational marketing, many people still fear its potential impact. When I open my mouth with the words “Let’s try tthis AI tool…”, some decision makers still remain sceptical. Do AI-friendly marketers = low professionalism in 2023? I asked myself “why?”.

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In this article, I listed several assumptions of why the fear of artificial intelligence persists in digital marketing and what recruiters in Riga, Latvia (also applicable to other European countries) should look for when hiring a digital marketing professional.

The Impact of AI on Analytical Capabilities

Improvement of analytical capabilities is one of the main ways to use AI in digital marketing in top digitally developed countries. Why? Let's see.

AI is able to analyze large amounts of data quickly and accurately. And if you used Hadoop, MongoDB, Spark in 2020, in year 2023 you might have already mastered AI in full and already make more informed decisions about your campaigns. Good for the company. What about the fear of displacement for human workers analytical power creates? Short answer, personally I don’t think Ai will replace humans in full. It is crucial for digital marketing professionals to understand how to utilize AI for data-driven decision-making while providing valuable human insight that cannot be replicated. However, the technologies develop fast making managers in all spheres shiver. If only we could discuss it with AI! Can we? Let's see in the next abstract.

The Rise of Conversational Marketing

AI is also making a significant impact in digital marketing through conversational marketing. Chatbots and virtual assistants have become increasingly popular for businesses and have help millions of dialogues with customers starting 2019. Today their solo popularity is becoming outdated with the ‘birth’ of ChatGPT-like tools. The future of digital marekting lies in building close friendship with AI. However, in opposition to a mass fear of being replaced, be sure that the human brian is not yet replacable (unless it's a brain in the jar). Recruiters should seek candidates who understand how to develop communication with customers while leveraging AI to improve their efficiency.

Social Commerce and the Role of AI

Have you already implemented AI to Social commerce? I can name at least 7 industry leaders that started hiring AI driven marketers quite some time now (Google, Amazon, DataRobot, Alibaba, Baidu AI Cloud, Microsoft Azure, Salesforce, … I can continue endlessly) and voila! AI analyzes consumer data from social media platforms and then helps businesses to make more targeted and personalized product recommendations to potential customers. Isn’t this the outstanding way to improve targeting and improve customer satisfaction, but it is important to remember that social media is just one aspect of digital marketing. Digital marketing professionals must also understand how to drive traffic to websites and track user engagement.

The Importance of Human Insight

While AI may see the biggest problem solver for digital marketing-related issues, it is important to clear up that it cannot replace human insight entirely. Digital marketing professionals must be able to develop strategies that leverage AI while also providing valuable human insight. As recruiters in Riga, Latvia search for digital marketing professionals, they should look for candidates with strong critical thinking skills as well as experience in developing successful marketing campaigns that leverage the best of AI and human insight.

In conclusion, the fear of artificial intelligence in digital marketing is exaggerated. It mostly lies in non-understanding of how the marketing executive can leverage AI. As recruiters look for digital marketing professionals in Riga, Latvia, they should seek candidates who understand how to utilize AI for data-driven decision-making, personalized communication, social commerce, and human insight. By finding the right candidate with a balance of these skills, businesses can unlock the full potential of AI in digital marketing.

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Next article will be dedicated to why marketing managers shouldn't be afraid of AI as a competitor.