There is revolution happening at the Artificial Intelligence (AI) and machine learning (ML) sectors and every other field is facing its ‘invasion’.

In the digital-first world, there is no choice but to use these technologies as essential tools. Marketers have now realised that their operating ground has changed. The way they used to connect with and serve the customers have changed.

AI is offering new possibilities and opportunities to the marketing sector.

It has automated the data analysis, social media posting and email marketing-type of jobs, giving more time for marketers to focus on other strategic and creative work.

Honestly, some tasks are better done by AI.  Customer data analysis when done by AI leads to effective targeting and personalised messaging which can in turn up the game of customer engagement and conversion rates.

Marketers leverage AI to monitor social media conversations and also capture customer sentiment so that they can response faster to customer concerns.  Informed decisions are also taken with the help of AI.  Companies are open to investing on AI because it gives them a cutting-edge over competition while also helping them come out with effective marketing campaigns.

Some repeated activities that were previously done by humans are now executed through AI-powered tools.  Experts believe that AI will have a greater role in marketing in the coming years.

AI cannot be a replacement for human creativity and intuition. Routine tasks can be automated using AI, and insights and predictions can be obtained but the human touch cannot be replaced.  

For example: AI can create content for marketing campaigns but only humans can create content keeping the target audience in mind. The content created by humans is sure to be a notch higher as they will connect with the customers at an emotional level and hence the language used will be accordingly drafted.

There are also concerns about data breaches while using AI in marketing. This can be addressed by marketers who need to ensure that they are using AI in an ethical and responsible manner as per the data privacy regulations. Transparency in this operation is paramount. Customers must be well informed as to how their data is going to be used and there must certainly be an option of opting out of data collection, if the customers feel so.

 Using AI in marketing may also lead to new role creation. The organisation will need to hire AI specialists, data privacy and security experts to ensure the smooth running of the AI-powered departments.

In the present age of AI, companies must focus on the 3A model – authenticity, accuracy and agility for their marketing strategies to be successful.

The brand has to give the customer a feeling of trust, more so while using AI.  The customers’ pain points should be validated to gain insights into the right customer data and deliver out-of-the-world experience.

Customers are bombarded with information from all quarters and it becomes very important to fact-check these details. Marketers should set high standards for responsible AI usage to cement the brand’s position in the top slot. Data sources must be clearly defined and conveyed to the customer accordingly.  

Manually intensive tasks which consume lot of time should be automated so that AI can custom-built dashboards to automate the right metrics for a campaign.  This along with AI research tool would work wonders for the marketer.  

Generative AI is the next big thing. With its ability to generate text, audio, video, images, code, simulation and more content, this is gaining popularity, thanks to Open AI’s ChatGPT. Which is based on GPT 3 and 4 large language models. They are truly pushing the bench mark higher for the marketing industry.

Marketers, irrespective of the field they work in, must embrace AI, understand its potential, learn to work alongside and around it while also recognising its limitations.