Right now, some people talk about AI and marketing like they’re a match made in heaven. Meant for each other. The perfect pair. But where does this leave marketers? A bitter ex left questioning their worth?
We’re not so sure. AI tools can be useful. There’s a lot to explore. But when it comes down to the nitty-gritty, nothing can replace the personal touch.
Think about the campaigns that speak to you. Current, witty, emotional, funny. AI can’t deliver that nuance like a human can. It’s clarity, consistency and authenticity that win the hearts of your buyers. A real, relatable voice brings your audience back time and time again.
We value a high-touch approach, building genuine connection with the people who matter the most to your business. Those connections are invaluable. Leaving that to AI would be madness.
The way we see it, AI is a great tool to aid creativity. But it can’t replace it. In this article, we’ll break down the relationship between AI and marketing and what in-built AI features are on offer. We’ll explore why AI should be seen as a tool for marketers, rather than a replacement.
First of all, let’s take it back to basics.
What is AI?
Put simply, AI refers to computer programmes that can perform tasks that would typically require human intelligence. It’s human intelligence, but artificial - get it?
Starting with a given data set, AI simulates human learning and decision-making processes. AI is an umbrella term for a huge range of tools, including machine learning, generative tools, natural language processing and more.
Generative AI and Machine Learning are key concepts that you need to understand.
Generative AI and Machine Learning
Generative AI tools can generate text, images and other creative outputs.The end product is based on your input. The AI draws on its dataset, and any extra information you’ve given it, to produce results. The AI tool will learn from previous inputs and develop in real-time. This is called machine learning.
Here’s an example. We asked ChatGPT to write a caption for us:
Me: Hey ChatGPT! Can you write a caption for an Instagram photo of a picnic, advertising a water bottle that keeps your water cold. The bottle has a floral pattern on it.
ChatGPT: "Chilling with nature's beauty, and my water stays cool all day long! 🌼💦 Stay refreshed in style with this gorgeous floral-patterned water bottle that keeps your H2O icy cold. Perfect for picnics and outdoor adventures! #StayHydrated #CoolBottleVibes #FloralFreshness"
Me: Can you edit this so that it’s aimed at Gen Z, and make it shorter?
ChatGPT: "Nature vibes and cool sips! 💦🌼 Stay refreshed in style with this floral-patterned water bottle that keeps your water icy cold. Level up your picnics and adventures with this must-have accessory! #StayHydrated #CoolBottleVibes #FloralFreshness"
With machine learning, if we were to keep using this chat, the AI would remember my requests and learn from them. So next time, the caption would be shorter and aimed at Gen Z, unless I requested otherwise.
This is a very simple example of machine learning, but you get the gist. That’s the technical bit out of the way. Now lets take a look at what this means for marketing.
How is AI relevant to marketing?
Generative AI can:
In theory, this means it can creative advertising campaigns from scratch. Sounds great, right? It’s not quite so simple.
It’s true that AI tools can aid the creative process. But each step of the way, you will need to double check, tweak and rework. AI could fulfil the tasks above to a basic level. But to produce a campaign that speaks to people, you also need originality, creativity and imagination.
Devices like ChatGPT can be very useful. But if you’re going to use AI to create content, you’re going to need to check it over a LOT. Left to do all of the work, your output would not be up to scratch.
See AI as a tool that can complement your process. It can save time, cure creative block and throw out new suggestions. But it needs a starting point, and the starting point is your fully-developed marketing strategy.
That’s why we don’t see AI replacing marketers any time soon. Any smart marketer will know when to use AI to their advantage, and when to go back to basics.
Apps are coming up with all sorts of AI features for marketers. Let’s take a look at some in-built AI tools.
How are different platforms using AI?
All these examples sound exciting, we know. They could save time and energy. But the results aren’t foolproof. Generative AI is great for getting over a stump. It can be useful for editing and diversifying current material. But it works best when bouncing off of the ideas of passionate people with a clear strategy.
AI tools all rely on one thing: your vision. It starts with the story the marketer wants to tell - your story. Sure, AI can help tweak, bulk out and diversify. But when it comes to the raw material that your customers relate to, you want a well-thought out, personalised plan that stands out from your key competitors. That’s where us marketers come in.
Does AI mean P45’s for marketers?
Naturally, developments in AI in marketing have a lot of people worried.
The examples we’ve discussed show how AI can be a great tool for marketers to use. They could become a key part of campaign admin. But the starting point? That is still the ideas, passion and creativity of the marketer themselves.
These tools are only as powerful as the marketing strategy they are used with. Producing emotional content that people relate to. Real-life stories that move your customers down the sales funnel. AI can’t replicate that in an authentic way.
A great example of this is Snapchat’s new feature. Snapchat have introduced a tool that could change the game when it comes to product ads. A new AR feature allows users to virtually try on different nail colours. AI features being incorporated into a smart marketing plan is the way forward. Being smart about how you use AI is key.
Simply put, the results of AI tools don’t compare to the work of humans. Don’t dismiss them out of hand, but don’t rely on them altogether. Working alongside these tools will mean that you stay ahead. That’s why having a passionate and creative team of digital marketing experts should be your priority.