Artificial Intelligence (AI) is a major talking point in marketing. There’s a buzz and it's being embraced by marketers. A recent Salesforce study found 59% of marketers across the globe said AI will increase productivity and 61% said it will help achieve “hyper-personalization” of content. I guess the future belongs to the machines.
But the promise and potential of AI is tempered by its apparent threat to jobs. With various reports claiming AI will replace anywhere from 38 percent to 50 percent of jobs in the next decade. Will the robots take over marketing too? A quick look at the website Will Robots Take My Job suggests otherwise. The site—based on a University of Oxford study about the Future of Employment—rates Marketing Managers as having just a 1.4 percent chance of being replaced by AI. So you can sleep soundly tonight.
To understand why, you need to grasp exactly how AI will help marketers and, ultimately, why you should be part of the majority incorporating it into their marketing strategies. In this blog, we’ll highlight some of the ways AI will empower— not replace—marketers.
Optimization. The pervasive word of the digital era. Optimizing the performance of marketing campaigns in the digital age relies on being able to analyze and interpret large quantities of data. The more platforms and measurement capabilities have grown, the more data there is for marketers to consume. It’s an uphill battle.
Handing over the job of gathering, cleaning, processing and interpreting vast quantities of data from multiple sources to AI is a huge opportunity for marketers. Machine learning algorithms can analyze, understand and identify nuanced patterns in big data that would be undetectable to humans. Providing unbiased insights for campaign optimization. They can also perform unlimited split tests in real-time to continue learning and adapting throughout the course of a campaign.
This will enable marketers to determine resource allocation more effectively than ever before. Understanding how to split budgets, adjust bids and choose creative messages across multiple platforms and audience segments. Driving superior results by providing truly personalized experiences. This is the future of marketing.
Repetitive tasks are a drain. The automation of work that used to require many human hours offers a real release from this. Both simplifying marketing processes and eliminating human error. The processing power of one machine learning algorithm versus several humans armed with spreadsheets is incomparable. The algorithm wins. Everytime.
Trusting AI to take over the tasks of setting up and running marketing campaigns is another important step. This doesn’t mean marketers are no longer needed, of course they are. But empowering automation to take over the task of creating hundreds of variations of ads and audience segments will save repeating tasks endlessly. As will passing over the job of building and analysing regular reports. Something that consumes more time with every passing year.
Refining Customer Journeys
Creating, testing and analyzing the results of large scale, multi-stage funnel campaigns isn’t easy. As with optimizing the performance of any regular campaign it requires interpreting large quantities of data. When you’re trying to analyze the paths people take across a multi-stage campaign, the scenario becomes exponentially harder.
Pass this analysis over to machine learning algorithms. They’ll be able to identify patterns in large quantities of data that will deliver better customer experiences. In addition AI will be able to identify bottlenecks in your journey and the audience messages that resonate at each stage.
Data-driven marketing has revolutionized the industry, enabling personalization in a way that enhances customer experiences. It’s also changed marketers’ jobs immeasurably. Everyone is now required to be a data scientist. To be proficient in the formulas and pivot tables of excel, with the ability to deep dive into data and provide insights and reports beyond anything imaginable a short while ago.
The result? Most workers feel they are creative, but spend too much time on productivity tasks to realize their potential.
This is the area that AI will not take away from humans. Creativity. The ability to empathize, communicate and create is inherently human and is something that will not be handed over to machines any time soon. Empowering AI to carry out repetitive data-driven tasks will give marketers back the time to do what they do best. Be creative.
Machines aren’t about to take over the world. But they are about to help you elevate the performance of your marketing campaigns and creative output. The future of marketing lies in more timely, relevant, one-to-one human connections with consumers. AI will make this possible. If you haven’t already, it’s time to embrace it.