The Pro’s And Con’s Of Artificial Intelligence In Marketing
Artificial Intelligence, also known as AI, has been a hot topic recently. With Snapchat introducing “My AI” and the rise of ChatGPT, AI seems as though it is starting to take over. Many companies use different forms of AI in their marketing efforts, while others remain hesitant. AI can be a useful tool in helping you execute your marketing strategy, but there are also some drawbacks to consider.
Pros Of AI In Marketing:
One of the biggest pros of AI in marketing is that it can help automate tasks such as data analysis, campaign targeting, or task automation. Using AI to help with tasks like these allow you more time to brainstorm new content and focus on your strategy. Using AI ChatBots for simple, frequently asked questions can also help free up your customer service team, so they can focus on more complicated tasks. AI is helpful for sticking with deadlines, and ensuring that your spelling and grammar are correct.
Cons Of AI In Marketing:
Since AI is not human, the speech pattern can be off-putting to customers. Even though AI speech patterns have improved over the years, they often still have a robotic tone to them. If the customer has a small issue, this might not bother them, but for more complicated questions they are likely to get frustrated and attempt to bypass to a human representative. AI can also get repetitive with its answers, furthering the frustration of the customer.
AI has a hard time reading the tone of the messages it receives. If a customer is straightforward, AI can get the job done. However, if they are sad, frustrated, or sarcastic, that is nearly impossible for AI to pick up on. This often results in responses that fuel the negative emotions the customer is feeling. Human representatives are usually able to read the tone of the messages, and can much more easily help defuse and remedy the situation.
AI-generated content can come across as boring and out-of-touch. Although asking AI for help coming up with new concepts is not always a bad idea, it is best to have a human working on the content as well. One of the most important parts of marketing is knowing your audience and understanding the human emotion behind their decision-making. Since AI does not have emotions, it can be difficult for it to create quality content.
AI requires very large data sets. AI only understands what it is told, which increases the chances of AI not being able to offer a solution, or giving an incorrect response. This means that someone with a solid understanding of how AI works will need to train and upload these data sets. The data sets that AI needs change with the customer’s needs, so they need to be monitored and updated frequently. In some cases, this is worth the work, but in others, it is more effective to simply have a human complete the tasks.
AI is not all good, or all bad. It can be a helpful tool in your marketing process when used correctly but do not eliminate the human element. Becoming too dependent on AI will hurt you more than help you, so finding a good balance is key. Have you ever used AI? Would you consider using it for your marketing efforts? Let us know in the comments!