Author: Malin Phelan
Topic: AI Marketing
The rise of artificial intelligence (AI) has fundamentally changed how people interact with technology on a daily basis. It has enabled a vast number of new processes for day-to-day use, including simplifying tasks, analyzing data, and generating content in seconds. The field of marketing, in particular, has the potential to be completely transformed due to the advent of AI.
AI has the capability to disrupt the field of marketing in numerous ways. It can analyze data in the market research area, expediting the process and reducing tedious work for humans. Additionally, it can generate graphics, images, and text for ad campaigns. Though it will be important to exercise caution and check that content made by generative AI is accurate and amenable to audiences, the introduction of AI into the field of marketing has the capability to allow for exponential growth and earning potential.
Taking a deeper dive into AI and marketing is critical for understanding how it will reshape the field. For example, AI can take in a spreadsheet of data on the reach of an ad campaign that was run on a social media platform like Instagram. It can analyze viewership demographics, appearance rate, and audience follow-up in seconds. Then, it can provide insights into the success of the campaign and potential areas for improvement. Another major area of marketing is assessing website performance and where it can be improved. Search engine optimization (SEO) is one critical aspect of this. Platforms like Google Analytics gather vast amounts of data based on user search engine history. AI can take this data in, and in turn, provide insights, such as which words draw users in, how long they remain on a website before clicking away, and where they see the most engagement. This is one example of how AI can benefit marketing strategies.
Furthermore, AI capabilities go far beyond analysis. Generative AI can create entire marketing campaigns from the ground up. It can take in a prompt –such as, “Create an ad campaign strategy for a new energy drink containing all natural ingredients.” It can then create a comprehensive plan for bringing the drink to new audiences, including plans for online ads, influencer collaborations, and tangible billboard imagery.
When marketing strategies work in tandem with generative AI, the potential to expand reach and earning power will accelerate like never before.
Evidently, AI has the potential to completely reshape the field of marketing. It will expedite processes, provide new insights, and allow for the expansion of campaigns to an extraordinary degree. When marketing strategies work in tandem with generative AI, the potential to expand reach and earning power will accelerate like never before. However, this is not to say that there are no risks when implementing AI into marketing strategies. One major concern raised is that by using generative AI, artists and creatives may be put out of work. If it becomes commonplace to generate ad artwork using AI, human jobs could certainly fall out of favor. Additionally, the issue has been raised that marketing campaigns may lack humanity, thereby actually decreasing viewer engagement. However, it is important to remember that this does not have to be the case. Rather, if firms learn to temper AI use with human involvement, they can retain human artistry and authenticity.
The possibilities for AI in the field of marketing are endless. It has the capability to increase viewer engagement, and thus increase brand profitability. Though there are risks in implementing it, the benefits have the potential to vastly outweigh any drawbacks. As long as firms are diligent and implement well-thought-out policies, AI will be highly beneficial. Using AI as a tool to enhance marketing campaigns, rather than becoming entirely reliant on it, will enhance campaigns and open the door to engaging audiences at unprecedented rates.