Artificial intelligence has many uses across different industries. From diagnosis prediction in the medical field to automated tasks in the IT industry, AI has great potential as a tool. In this article, we will explore the uses of AI in the marketing industry, which tools can be helpful with your marketing strategies, and the potential pitfalls that come with artificial intelligence.
Overview:
- 4 uses of AI in marketing
- Disadvantages of AI
- Marketing Director’s View Of AI
The Uses of AI In Marketing
Below are 4 uses of AI that could be helpful for your marketing efforts:
1. Research & Content Creation
AI can write many different types of content that you will use regularly within your marketing campaigns:
- Social media captions
- Email copy
- Blog copy
Although this can be incredibly useful, be cautious of inaccurate information. AI should only be used as a tool, not a complete solution.
AI Tool: ChatGPT is one of the most popular AI platforms. It can write content, gather research and provide insight when asked questions. Remember to always check where it has got its information from in order to confirm that it is accurate. You’ll also find it available on the platforms when you write a post, for example, LinkedIn.
2. Customer Support
As artificial intelligence has become more popular and advanced, businesses have been using it to enhance their customers’ support experience. Tools such as chatbots can answer users’ questions and recommend content that can be useful to their users based on the conversations they have with them.
Here are a few advantages to using AI within your customer support process:
- Support can be personalised to enhance individual users’ experience
- Provide support in multiple languages
- Automatically recommend products or packages based on conversations with users
- Gather important and informative information for users with ease
Ultimately, customer support and chatbots can be faster and more efficient with the automation functionality that artificial intelligence provides.
AI Tool: Tideo is a customer service chatbot that uses AI in order to provide efficient and accurate support to users around the world.
3. Analytics
Artificial intelligence can aid in data collection and analysis. Analytics is an incredibly important aspect of marketing as it allows marketers to see what strategy is working, where improvements can be made, and what type of audience has the highest engagement with their content.
AI can be used within analytics for several different uses, including:
- Data collection
- Data analysis
- Error reduction
- Discovering analytical trends
AI can be a very resourceful tool to use when analysing your marketing data and also frees up resources so that your marketing team can focus on more strategic tasks.
AI Tool: Google Analytics uses AI to provide predictive metrics, anomaly detection, and clear and concise insights generated from data that has been collected.
4. Photo Editing & Graphic Design
AI has made strides in photo editing and even graphic design. From upscaling images with limited quality loss to creating entire images with generative AI, graphic design is now even more limitless.
Here are a few uses of AI within graphic design:
- Generate entire images
- Expand images by generating around the edge with AI
- Select and fill portions of your image to make edits
- Increase the size of small images by using an AI image upscaling tool
Marketing is analytical, strategic, and very visual.
Although allowing everyone to design is fantastic, it does saturate the market with a lot of AI art that can be seen as obscure, inaccurate, and visually jarring.
With AI generated art, the user is completely at the mercy of the program they are using, which relies on them communicating with it in a clear manner. Without practical artistic skills and genuine creativity, the human element of graphic design, and art in general, is diminished in the presence of AI on its own.
AI Tool: Canva has many AI features including; an object eraser (Magic Eraser), image generators (Magic Media), and an animation generator (Magic Animate).
Disadvantages Of AI
- Inaccurate Data: AI systems are only as reliable as the data they are trained on, so if the data is outdated, or biased, the AI can produce inaccurate or misleading results.
- Lack of Creativity: Although AI can generate patterns and automate tasks, it struggles to think outside of the rules it has for itself, making it less effective for tasks that require creativity.
- No Human Touch: AI lacks emotional intelligence, which can make interactions feel impersonal and lead to a lower-quality user experience.
Marketing Director’s View On AI
Top take-away: Don’t ignore AI.
Ignoring AI would be like when Blockbuster ignored the tech innovation at the time of the rise of Netflix.
As the technology landscape changes businesses need to be monitoring this and riding the wave. Being on the fence with AI for business is not a long-term sustainable approach.
A couple of things to consider:
- How are your competitors using it.
- Could the AI tech bring new entrants to your market?
- Could it change the cost/quality of your product/services?
At this point, you might be wondering if AI could replace your business, team or product/service. The answer really comes down to this…
AI is not likely to replace humans with AI…
but it will replace humans without AI.
– Lydia Mckeown, Marketing Director
