Use AI: ONLY as needed

When AI comes knocking, we’ll open the door. But maybe just a crack!

AI is a collaborator, not a replacement.
Regardless of the specific implementation, AI consistently drives value to marketing teams along a few key vectors. It can automate repetitive and tedious tasks and analyze large amounts of data providing a comprehensive picture of a brand in the wild. It also can enable real-time personalized marketing efforts at scale and leverage predictive analytics to produce actionable recommendations for future campaigns. But let’s be clear, it still lacks the human touch and interaction.
These AI applications have important implications for both marketers and your audiences. For marketers, it unlocks new and creative ways of engaging with customers while accelerating your ability to learn and adapt to changes in digital culture. It’s like hiring an assistant that allows you to focus on areas you’re passionate about and uniquely equipped to handle.

For consumers, these AI-driven marketing techniques result in more relevant and personalized interactions with brands on a scale that could never be achieved by even the best legion of human brand specialists.
I’m sure we can all agree that AI has permanently transformed digital marketing by reducing the risk of human error and streamlining even the most complex marketing campaigns. In fact, integrating AI-powered software, such as predictive analytics, into your martech stack has become table stakes for remaining competitive. To truly connect with customers, though, you’ll still need human perspective—especially concerning emotional and relational elements like storytelling, compassion and empathy. Therefore, realizing the fullest potential of human-machine partnerships requires close attention to both automating processes and developing human potential.

It’s critical that marketers recognize that AI can help us wade through copious amounts of data, but it’s not a silver bullet. Marketing will always need your personal touch and creativity.