Will AI Take Your Marketing Job?
There is an ongoing conversation on how AI can help marketers enhance customer experiences and productivity. There’s also another conversation on AI taking the jobs of marketers (we’ll see about that), but for now, let’s talk about AI in marketing, how it’s changing the way things are done and can help you become a better marketer.
AI in marketing simply means using artificial intelligence to analyse data, automate tasks, and make better decisions. It can predict customer behaviour, personalise content, and even run ad campaigns more efficiently.
Think about it like this: Instead of manually sifting through thousands of customer interactions, AI can process that data in seconds and tell you exactly what works.
Content creation, customer service, predictive analytics, among others, are areas AI is impacting.
Hyper-personalization is one of the biggest advantages of AI in marketing. AI can analyze customer behaviour, purchase history, and preferences to tailor messages specifically for them. There’s a process referred to as lookalike modelling. The technology recognises the common traits and characteristics shared by your top customers. This means you are one step closer to targeting customers with similar attributes likely to be interested in your products or services.
Generative AI can help you reach consumers with different backgrounds and interests. For example, using AI in marketing can help you create content that reflects different cultural perspectives, making your messaging inclusive and accessible for a broader audience. Using generative AI increases your chances of understanding and representing the preferences of your unique customer segments.
AI also helps with retargeting, which is when we engage with the same customer multiple times with improved messaging. Automatic retargeting using AI means you can continuously learn from each customer interaction or conversion, optimizing future content and marketing strategies based on the insights. The process of learning and adapting ensures the content remains relevant and compelling.
Have you ever received an email that feels like it was written just for you? AI makes that happen by segmenting audiences and tailoring subject lines, email body text, and offers to each recipient.
AI has always been in your face, and maybe you don’t even know it. Amazon and Netflix use AI-powered recommendation engines to suggest products and movies based on what you’ve previously interacted with. That’s why Netflix knows exactly what show you’ll binge next!
Just to put it out there, AI doesn’t replace human marketers, but it supercharges their ability to create meaningful connections with customers.
Now, AI sounds like a marketer’s dream, but it’s not all smooth sailing. Some challenges come with using AI, and there are best practices to keep in mind.
Data Privacy & Security Risks: AI relies heavily on customer data, which means brands need to be extremely careful about GDPR compliance and data protection laws. Misusing customer data can lead to legal trouble and loss of trust.
Lack of Human Touch: AI can automate content, but it lacks the human touch of emotions and creativity. Over-relying on AI-generated content may make your brand feel robotic and impersonal.
Bias in AI Algorithms: AI learns from existing data, and if that data is biased, then AI may make discriminatory or inaccurate decisions. Marketers must constantly monitor and refine AI-generated insights.
AI is not inherently bad news, but it can be problematic when not used properly.
Use AI to assist, not replace human creativity. AI can generate ideas, but real human creativity is what makes a brand truly relatable and engaging. AI is smart, but it’s not perfect. Always keep an eye on AI-powered marketing efforts and make manual adjustments as needed. Ensure that your AI tools don’t reinforce biases or violate customer privacy.
AI is powerful, but it should be used wisely to balance automation with human creativity.
Will AI take your marketing job? We’ll find out.
Will people who can use AI take your marketing job? Most likely.