eting AI: 7 areas where it shines or fails //

Even though we don’t know it, AI is making a difference in our world. It helps us get to our destinations faster, deliver products to our homes and diagnose diseases. This article will explore the impact AI can play in marketing. Although it may not seem as ambitious as helping to cure cancer, marketing must consider the impact of AI on its world.

This article is timely, given the virality of ChatGPT. ChatGPT is an OpenAI project that aims to make AI practical in the business world. It works like any other chatbot, where you can ask questions and get responses in seconds.

ChatGPT is a great way to ask very specific questions and receive answers that could only have been written by humans. ChatGPT was able to answer my questions in a unique way. He gave me an example of the three most important elements of marketing, and I received the answer in the form a haiku.

Here’s what I got back.

AI can be difficult to understand the hype. My haiku question and other parlor tricks are great, especially on Linkedin. We need to understand the core of what AI can do while also identifying its limitations. These are some guidelines to help you think about AI in 2023, and beyond.

Dig deep: Why do we care about AI marketing

Where AI shines right away

AI is still in its infancy. Despite the many positive things you might hear at conferences or in Linkedin posts about AI, it still has a lot to learn. While it can do many things well, AI still has problems with some.

You would be amazed at how close we are to a Black Mirror episode in which AI rules all.

Remember that AI applications such as self-driving vehicles have been around for “10 years” and more than 50 years, respectively. While I have no doubt that certain feats will be achieved, it will take longer than anticipated.

Here are some areas that AI can help marketing teams.

1. Cleaning data

Google Sheets is a hate-love relationship for marketers. It is common to come across dirty data before it can be used.

Recently, I helped a team clean out an Excel file that contained hundreds of contact requests. It was badly organized. ChatGPT and AI can assist you in this area.

Google Sheets now has extensions that can sort through your data to apply transformations. This shortcut is even built directly into Google Sheets by suggesting formulas that you can use.

2. Transcribing videos

Video captions are a huge part of today’s world. Just look at any TikTok clip. AI makes transcribing easy and is surprisingly accurate.

It can be done after the video has been recorded, or in real-time. Subtitles have many benefits. You don’t even need to hire someone to provide great captions.

3. Asset creation

Getty images may be gone. AI can create images and assets of any type. One project created human avatars for marketing purposes. These assets look real and don’t require complicated licensing.

While there will always be a demand for photos of actual places and events, other artistic work will slowly be replaced by AI-generated pictures.

4. Surfacing insights

Google Analytics uses AI to extract insights from data. While some insights are not worth investigating, others can be useful. As marketing teams accumulate more data, expect to see more data analysis.

Marketers do not lack data, but insights. AI could finally allow us to dig through the never-ending stream of data points.

Get deeper: ChatGPT for digital experience analytics

AI fails where it counts

AI is not yet replacing us. While poets might have difficulty finding work, AI cannot match certain human skills. This is the topic of another article.

AI should be seen as marketing support. While you will still need humans to do many tasks, AI can help you free up your time so that you can focus on the following three areas.

5. Creativity

While AI can provide insights, creativity is still the domain of humans. Only humans have the ability to decide what campaigns to run, appeal to human needs and bring it all together.

Kayak ran ads The Kayak Deniers recently. These ads were created by AI and brainstormed by Kayak. The ads were created by AI after they looked at popular topics and language on social media.

These algorithms are very clever, but they will become less interesting once everyone uses them. You will get the same results if everyone uses the same algorithm. Human creativity is therefore of great value.

6. Uniqueness

Although AI text is factual, it lacks the unique voice and personality of humans. All of us can recognize authors by just reading a few sentences. It is possible to still incorporate the idea of a voice in all your content.

AI will eliminate boring content that only states facts. This is probably the best thing. Wikipedia has all the information you need about B2B marketing. They need human beings to help them solve their problems.

7. Strategy

The strategy is still a challenge for humans. These decisions are not just about looking at data, but also taking into consideration a range of factors. Sometimes, marketing teams must make decisions that are not consistent with the data. This is because their experience (or gut) tells them so.

This is evident in the chess game. Magnus Carlsen, a world-class player, heavily relies on AI to prepare them for matches and guide them through the different positions. Carlsen can make the exact opposite move that a computer would recommend during games. He is aware that his opponents are also looking at the same data, which gives him an opportunity to make surprising decisions.

AI will become more important for companies. Then, be amazed at the “wrong” moves made by competitors. The strategy will evolve to consider what algorithms are being used by other companies and how they can be defeated.

Get deeper: 17 AI powered writing tools and how you can make the most of them

AI is here to stay

AI is on the rise. It would surprise you to see how much innovation is happening today. However, most of it takes place behind closed doors. AI allows us to focus on the things that really matter, and frees us from mundane tasks.

It is essential that we embrace AI and make use of it to increase revenue and grow our teams. Marketing must invest more resources in creativity, even though there are fewer people and lower budgets. AI can help you bridge the gap by being one of your most efficient unpaid assistants.

The post AI marketing: 7 areas where it shines originally appeared on MarTech.