The Limitations and Uses of AI on the Marketing Industry

The Shugoll IT Team
March 12, 2018

The Limitations and Uses of AI on the Marketing Industry

Artificial Intelligence (AI) is revolutionizing countless industries and is continuing to impact even more with each passing year. In many industries, we are seeing exciting developments as a result of integrating AI into products and services that impact our daily lives. We enjoy the convenience of Siri and Alexa, look forward to self-driving cars (well, some at least), advancements in video gaming and more. AI continues to touch our lives in a myriad of ways.

The future looks exciting with machine learning developments, but are we ready to turn everything over to AI? Our answer is a resounding "no." It's important not to get caught up in the excitement, and eliminate the human thought, creativity, and analytic capabilities. Instead, it's best to embrace what AI can provide to enhance business success without relying too heavily on a machine to "think" and "do" without much human input.

While we applaud the advances we see now and on the horizon, here are a few limitations to AI in the marketing industry:

Perspective

One big weakness for AI is the lack of ability to bring a human perspective. AI can't provide the human or emotional perspective that drives connection and, in many instances, consumer conversion.

Creativity

Nothing at this time can replace human creativity, and that holds true for AI as well. AI can process and create content quicker than a human, can learn and beat a human at a game faster than previously imagined, but it continues to lack the creativity only a human can provide.

Authenticity

As a result of the lack of perspective and creativity, AI fails to deliver authentically to consumers. Think about Alexa, for example. You can ask her the weather or who is winning a Capitals hockey game in real time, and she will deliver. However, if you ask her anything of depth, she is incapable of providing us with more than the information she has "learned."

Ask Alexa: "Who is Sigmund Freud" and she can cite a great deal of information.

Ask Alexa: "Why is Sigmund Freud important to the study of psychology" and she is unable to answer adequately.

So, how can we implement AI in a thoughtful way that still acknowledges the important human contributions to marketing campaigns?

The CMOs and marketing executives (including human strategists and creative teams) should utilize what AI can best provide as a resource for in-house and consulting talent. Continuing to focus human resources on the emotional, creative, and human analysis of marketing campaign creation as well as consumer response is still a critical factor in marketing success.

Effective AI Contributions to Marketing

One of the greatest contributions AI can make is to team efficiency, both in marketing campaign development as well as delivering post-campaign analytics, but again we caution against not bringing the human element, but rather using AI as a piece of the greater picture of campaign success.

Another contribution for AI is the ability to provide virtual reality (VR) video for marketing campaigns. It's a fun, interactive experience, increasing consumer engagement. We will continue to see the use of AI in our marketing message as the capabilities continue to increase. To learn more about video and VR video, read our recently published article on marketing trends to watch in 2018.

If you have questions, please don't hesitate to contact us. Our company is at the forefront of providing innovative and customized marketing research solutions to our clients, and we would love to discuss ways to assist your organization as well.

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