Artificial intelligence is no longer science fiction. Today, it’s slowly taking over many parts of different fields. There’s automation in manufacturing and food industries to chatbots on websites to help with customer enquiries.
When we think of the term “artificial intelligence”, we think of robots going rogue and machines in factories. According to Wikipedia, “artificial intelligence” is a term used to describe machines and computers that imitate cognitive functions human associate with other human minds, for example, learning and problem solving.
Understanding intelligence and producing an intelligent machine that thinks, performs, and responds to tasks is an area of computer science. Every year, we see breakthroughs but only in recent years, did we actually see artificial intelligence in action.
Although its involvement may be subtle, it’s part of our day-to-day lives. Some things that involve AI are usually highly technical and specialized such as robotics, speech recognition, image recognition, natural language processing, problem-solving, and many more.
Other than that, AI has made its way in factories and simple, repeated tasks in automation. However, artificial intelligence has made its way into digital marketing. Previously, marketers weren’t enthusiastic about implicating AI into their strategies but now, many established brands have adopted it into their marketing.
Who’s using AI?
A few examples of established brands who use AI are Amazon, Apple, and Google. We’ve heard of Siri, Google Assistant, and Alexa. Also, Tesla’s self-driving cars are another example of AI making waves in the world.
Other than Alexa, Amazon uses AI to help their customers shop by showing only relevant products to them based on previous searches, purchases, and views. A personalized experience increases the chance of a shopper making a purchase.
A personalized experience isn’t all that AI offers. It helps brands understand their consumers and improve their strategies as well. It has the ability to collect data, analyze it, apply it and learn from it.
AI also provides tools for content marketers. In fact, tools like Wordsmith, Articoolo, and Quill are already being used by the Associated Press and Forbes to craft news. These tools use templates and fill-in-the-blanks to enter data and keywords so they can create unique content that gives the impression an actual person wrote it.
If you’ve been reading the news, you’ve probably read content that was generated by AI since BBC, CBS, the New York Times and Reuters are already using this technology.
But what about in digital marketing?
Fortunately, tools are readily available for digital marketers. Facebook and Google ads are already using machine learning and artificial intelligence to study people who view their ads. To do this, they analyze the user’s information, such as their interests, demographics, and other factors.
Chatbots are another tool that digital marketers and business owners are using. Thanks to them, handling potential customers and answering questions have been made easier with automated responses.
However, not all chatbots are created equal. Some chatbots don’t do any help and annoy people with pop ups, but some actually help visitors. A good indicator of a chatbot is its ability to answer open questions and help out visitors find what they need.
A chatbot has its perks. They can serve clients 24/7 and never lose their patience. Customers can get snarky and rude but the bots will continue to treat them well and try to solve the issue.
The Pros and Cons
Although artificial intelligence has shown more advantages than disadvantages, there are always two sides to everything. We’re going to discuss both the perks and drawbacks of artificial intelligence in digital marketing.
Efficiency
AI makes everything easier. It allows you to send personalized messages and personalize your customer’s experience. This saves you time, money, and effort without decreasing the impact. AI is also adaptable and flexible to constantly changing demands of the industry.
Efficiency benefits both the marketer and the audience. It wastes no time and helps increase revenue and expansion. Not to mention, it helps businesses focus more on other important tasks.
Time Saver
As marketers, we’re always on the search for the best method and best advice to survive and thrive in this industry. We learn from other successes and failures. With AI, we can focus more on strategy and leave the menial tasks to AI.
AI also minimizes errors. Since most of the work are done by machines that are used to analyzing and solving data in large volumes, the chance of error is very little. Also, AI and machine learning help enable people to achieve breakthroughs. It predicts defects before they happen and helps people see things in a different perspective.
Wise Financial Decision
With less people doing menial tasks and people focusing more on important things, it saves you money. Other than giving your company productivity and efficiency, it also gives it profitability. Although the rise of AI scares many people, AI isn’t meant to replace jobs. It’s meant to unleash people’s true potential and strategies.
Not the Real Thing
AI tools are quick to learn and adapt but nothing can really replace the human touch. Creativity and innovation are things that only humans are capable of contributing. Although AI can replace some jobs that require automation, it can never replace the human brain. It certainly can’t replace human creativity and authenticity.
Errors are potential
AI tools and machines may claim to be error-free but it takes a lot of trial and error before it reaches that point. Until then, it’s nearly impossible to let AI tools run on their own. Like all machine or device, it’s bound to slip up or break down, and even algorithms can make mistakes.
The Human Touch
The reality is, people still crave the human touch and sometimes chatbots or computers don’t exactly give them that. Personal, authentic, and one-on-one relationships are still important when it comes to building strong customer relationships. In fact, human interaction is necessary.
The Wrap Up
AI is the next it tool for marketers and businesses. It’s valuable due to its many perks. It provides timely customer service and efficiency for businesses. Even though it comes with its drawbacks, it’s benefits trumps anything else. Although it’s still important to look at both sides.
Now that you have a good understanding of artificial intelligence in digital marketing, it’s time to think about how you can implement it into your business strategy.
About the Author
Andre Oentoro is one of the co-founders of Milkwhale, an internationally acknowledged infographic production agency. He helps businesses increase visibility on the internet with visual data and well-placed outreach campaigns.
