AI in Marketing: How It Will Shape the Future

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Mastercard CMO & CCO Raja Rajammanar believes that “AI is probably going to be the single biggest disruptor and enabler of marketing in total. It’s a dream come true, from a marketer’s perspective.” 

According to the author of Quantum Marketing, AI will totally reshape the future of content and strategy in digital marketing. 

Despite differing points of view, in fact, most marketers are increasingly noticing the importance of AI in marketing and advertising to stay competitive in the digital era.

But how?

In this article, we will uncover these innovative concepts and explore AI’s importance in the marketing industry, its limitations, the conflicting opinions surrounding it, and how AI is reshaping the creative process

Let’s discover the endless future possibilities for AI-generative content and beyond!

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Photo by Google DeepMind from Pexels

What is AI and Why It Is Important to Marketers

Artificial Intelligence (AI) is becoming a more and more powerful technology across various fields, and marketing is no exception. But what exactly is generative AI?

It refers to the use of complex machine learning models to create content like text and images. It can produce blog posts, program code, poetry, artwork and many other things. This technology was born in 2017 at Google Brain, where it was initially used for translation.

Firstly, AI in digital marketing offers vast amounts of information and helps to extract valuable insights. Through advanced data analytics, AI algorithms can analyse consumer behaviour patterns and preferences, allowing marketers to develop targeted campaigns that resonate with their audience.

Another important aspect is that for marketers, time is a very valuable resource, and AI represents a great opportunity to optimise the content creation process in order to focus their time and energy on strategy, research, and ideation. So, AI can automate various content, which includes blogs, social media posts, web copy, sales emails, and ads, all while ensuring content is optimised for search engines. 

According to Accenture, by 2035, Artificial Intelligence may increase labour productivity by up to 40% across 16 industries, including marketing, of course. This will give the possibility to streamline job processes and make them more efficient and faster.

We can make various examples with some of the major companies in the world using AI to enhance their productivity and much more.

  • Amazon:  analyses images and videos to improve product recommendations; enhances supply chain process
  • Netflix: uses machine-learning algorithms to analyse your viewing and match the preferences of others who have similar tastes
  • Google: obviously, it uses AI in various products to improve user experience and productivity

Limitations in AI

What is the dark side of the story? 

While AI presents a lot of opportunities for marketers, it is also important to be aware of its limitations to make the most of its potential.

Unfortunately, AI is not the answer to all our problems. This tool has experienced very rapid growth in the last few years, and people risk overestimating it and not realising its weaknesses. However, like any other technology, Artificial Intelligence also has its weaknesses. 

Incomplete Information and Misinformation

According to Forbes, over 75% of consumers are concerned about misinformation from AI.

Incomplete information and misinformation are significant challenges of AI utilisation.

AI models, while powerful, generate content based on patterns and data available to them, which may not always capture the full context or nuances. This can lead to the generation of content that lacks accuracy or fails to convey the complete context, potentially resulting in misunderstandings or misinterpretations.

For this reason, ensuring the reliability of data and implementing a robust validation process are very important steps to mitigate the risks associated with incomplete information and misinformation in AI-driven systems.

Plagiarism

Another significant concern is the risk of plagiarism. AI models have the capability to learn from existing content and can reproduce it without changing anything or altering any elements.

This raises ethical and legal concerns regarding intellectual property rights and originality. Instances of AI-generated content that are too similar to existing works without proper attribution can lead to challenges in determining ownership.

Moreover, this situation could represent a significant threat to the integrity of creative industries. So, businesses need robust protocols for content creation and advertising to respect ethical standards and protect intellectual property rights.

Amplification of Existing Biases

AI algorithms are trained on vast amounts of data, and if that data contains biases, the AI system will learn those biases coming from humans and reproduce them

In fact, when AI systems are fed with data that reflects societal biases, prejudices, or inequalities, they absorb and replicate these biases in their decision-making processes. This phenomenon is particularly tricky as it reinforces existing societal inequities and perpetuates discrimination.

Addressing this challenge requires great efforts to identify and mitigate biases in training data, as well as ongoing monitoring and adjustment of AI systems to promote equity in their outputs.

Risk of Lack of Personality

Another risk of using AI in content marketing is the lack of creativity and intuition. In fact, it may lack human touch, emotion, and creative thinking, as well as the depth, nuance, and originality that humans can bring.

The absence of personality and genuine human expression in AI-generated content can lead to less emotional connections with the target audience. In fact, this lack of personality can significantly impact the emotional connection with the audience, which can result in a loss of identity and customers. 

Consequently, businesses may find themselves struggling to maintain a loyal customer base and differentiate themselves in a competitive market landscape.

To mitigate this risk, it is essential for all companies to use AI to preserve authenticity and human-centric elements.

Photo by Porapak Apichodilok from Pexels

By acknowledging these limitations, marketers can develop strategies to address them with a mindful approach.

AI for Content Marketing: Opinions Discrepancy

We have talked about what are the positive effects of AI and its limitations. 

But what do marketers think about all of this? Do they see AI as a rival or a friend?

Experts have different opinions.

Some embrace AI as a valuable tool for enhancing content creation, distribution, and audience engagement. They believe that AI can help streamline the content creation process by automating repetitive tasks, generating data-driven insights, and identifying content opportunities that resonate with the target audience.

On the other hand, sceptics express concerns about the impact of AI on the authenticity and quality of content. They argue that AI-generated content lacks the human touch, emotional intelligence, and creative thinking that differentiate exceptional content from mediocre or generic material. They think that relying too heavily on AI could lead to a homogenization of content and a loss of originality.

Moreover, a lot of workers are concerned that AI will cause job loss in the next few years. According to the WEF Report, AI will replace nearly 85 million jobs worldwide by 2025. But at the same time, it may create 97 million new roles.

Who is right?

In reality, both. It depends on you! The secret to success, in fact, is finding the right balance between leveraging AI’s efficiency and preserving the authenticity and creativity of humans

All this raises a question about the role of a content creator and what truly defines its creativity: so, what makes a content creator actually a content creator?

The Creative Process Rebuilt by AI

AI challenges marketers and content creators to adapt. Marketers should use AI as a tool to enhance their creativity and efficiency rather than relying solely on AI-generated content. 

Generative AI models can analyse vast amounts of data, identify patterns, and generate content that aligns with specific objectives. This doesn’t mean that content creators and marketers will disappear, but that they need to make some changes in their roles. For example, to generate content, a human must input a prompt into a generative model. Creative prompts often yield creative outputs. So, workers in this domain should adapt their skills to work alongside AI to maximise their potential. 

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Photo by cottonbro studio

Certain roles will never become obsolete, but they will require reskilling.

It is crucial for organisations to navigate this transition thoughtfully, ensuring that humans and AI can work together synergistically to create a harmonious blend of human creativity and machine efficiency. But how? 

Copywriters and creators will have to be able to distinguish their content from others. This could be achieved by using AI as an inspiration tool, but at the same time, enriching the content with very original and, most importantly, simple ideas.

Creators people can connect with, capable of managing a community, will be the creators who will win because we can’t connect with a robot. Communities will probably be a fundamental element of every business: firstly, because creating connections is our natural predisposition, secondly, they are likely impossible to be disrupted by AI.

Moreover, another very important element of creators will be the capacity to not only collect data and content to train models but also to know how to build a very strong Brand Identity and a distinctive tone of voice: differentiation will be the most important thing. In other words, while using AI in advertising and marketing, we need to know how to develop a unique personality.

Conclusion

We have learnt that, in a world where the role of AI is obviously becoming more and more prominent, there will always be marketers and advertisers who see this new technology as a powerful tool and others who see it as a dangerous enemy.  But, at this point, it’s clear that AI in marketing is not going to replace humans. Humans with AI will replace humans without it.

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