Different marketing strategies call for different levels of automation and artificial intelligence (AI). It may be a fine line, but when done correctly, AI proves to be very fruitful – there’s a good reason why 40% of marketing and sales teams prioritize AI and machine learning and consider it a critical component to their success.
There are different definitions of AI circulating out there, but what’s important for marketers to know is how AI bridges the gap between data and execution. With the use of AI, marketers have been able to improve their digital marketing strategies with little effort because AI sifts through the big data, resulting in not only a clear picture of your target audience, but also an overall improvement on the entire customer journey. AI is built to emulate human-like levels of intelligence and with that being said, it’s important to keep in mind that no machine or technology can replace the human touch.
AI is a broad topic and is used in everything from SEO to speech recognition, to dynamic pricing. Below is a general overview of the pros and cons of AI.
Pros of Artificial Intelligence:
Time Saver – AI is attributed to boosting productivity by 40%. It’s automation abilities and high processing power will save you precious time. Artificial Intelligence streamlines your lead generation after identifying specific user behavior, allowing you to focus your time and energy on the most probable leads. It’s also especially helpful with those repetitive tasks such as scheduling posts and narrowing down blog topics.
Money Saver – Depending on the software, it can be pricey to invest in some systems, but AI may be worth the investment. It’s typically less expensive to employ AI than a human, which could benefit small business owners or startups with a tighter budget.
Content Curation – Writer’s block for content creation can hit hard. AI can help with generating content ideas based on your target audience and what their needs are for that time of the year. Not to mention, it will also help you evaluate and measure the success of your content. Here are some content curation tools.
Fewer Errors – Whether its grammar checking or flagging areas that may need to be double-checked by a human eye, with AI you can rest assured there are fewer errors. A human with the same workload is prone to making more mistakes.
Cons of Artificial Intelligence:
Limits Creativity – AI can detect emotion and the tone of the conversations, but it still lacks the creativity that only humans can provide. It can score your content and give you the thumbs up on a certain image, but human judgment is still very much necessary when it comes to your marketing strategies. You want your content and to stand out, so be sure to include your twist and use your best judgment.
Algorithms Are Not 100% Reliable – Artificial Intelligence cannot always be trusted and there’s the possibility that it may not accurately interpret something. Marketers should still be involved in every aspect of their campaigns to ensure the raw data that the AI works from is still relevant. Humans are constantly changing, and AI should be monitored.
Chatbots Not Always Preferred – Chatbots are a staple of the AI marketing world. When possible, chatbots should be supervised by an actual human to ensure customer satisfaction. It can be frustrating for some to talk to robots when they have a complex issue, or simply prefer speaking to a human.
Artificial Intelligence is used everywhere, but marketers should be careful with how much power they give to these systems. It pays to be a perpetual student and continue learning the benefits and risks of AI to determine where to draw the line or what else you can leverage. AI can make life easier for you but it won’t be effective unless it makes life easier for your customer.