AI and Marketing– Wild and Wonderful or Wild and Terrifying?
AI is expected to see an annual growth rate of 37.3% from 2023 to 2030, according to a recent article by Forbes. But what will this mean for consumers, businesses, and their employees?
Although the use of AI in business will undoubtedly have its benefits, for many it also raises very legitimate concerns. Jeff Goldblum’s character in the 90s classic Jurassic Park put it well. He said, “Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should.” Some feel excited and hopeful about the power of this rapidly-developing tool, some are fearful of its implications, and others still feel a blend of both sentiments. Is creativity under fire? Will we be able to appropriately reign this in? That remains to be seen, but what we do know is this– change is most definitely afoot.
What’s at risk?
Data and privacy protection are among top concerns with the implementation of AI for business and marketing. Though AI has the ability to gather and analyze massive quantities of data, there’s also a big margin for error, personal information to be compromised, and data misused. It will be more important than ever for companies to practice diligence in complying with data protection regulations. Too many things are at stake to be cavalier– not the least of which being your customers’ trust.
Though the use of AI in marketing applications could undoubtedly boost productivity and transform the way we approach both data analysis and content creation, it can also have a negative impact if not used wisely. Relying too heavily or blindly on AI can result in a lack of human involvement in processes, leading to oversight or mistakes with the potential to tank campaigns. Beyond that, AI threatens a workforce restructure that could mean a loss of livelihood for industry professionals. Using it responsibly will also require investment in training and tech that would be costly and time consuming.
The Path Forward
In order to leverage the tool, marketers can use AI to complement their professional efforts. A hybrid approach will allow us to lean on the power of AI to bolster our own creative work, to find ways to work smarter and more efficiently, and to above all preserve the human touch that elevates messaging in ways that can never be replaced.
Our Read on the Situation
Get a glimpse into our team’s thoughts and feelings about the growing development of AI tools and their effect on our industry through the quotes below.
“What we’ve figured out is that great marketing has heart and taps into people’s humanity. My fear is that AI completely removes that from the equation. Also, bots are gunnin’ for my job, y’all!”
–Lindsey, Copywriter & Photographer
“I think AI can be a very useful tool, but sometimes it can be a little creepy. It can be utilized for graphic design, sure, but I also don’t think my job’s in jeopardy quite yet. ”
–Amelia, Designer
“Can't. Replace. Personal. Touch.”
–Beau, Project Manager
“Generative AI can be a useful marketing tool when used along with thorough proofing and editing to ensure accuracy and to focus on quality of the AI-generated content.”
–Rad, Digital Marketing Manager
“I think we all knew this day would come, but I believe it can be used to our advantage while still only being a tool versus an all-in-one solution. Plus I’m pretty sure Freddy Krueger has nightmares about some of the visuals created by AI.”
–Daniel, Designer & Illustrator
“I think the rise and progress of AI is inevitable. Since this is the trajectory for our society, we might as well take advantage of it. It hasn’t reached a point where I’d have to say bye bye to my job just yet. I do think using it along with my improvisation and judgment could be a killer combo.”
–Mary, Web Developer
“AI will be tempting to many, but we’re already seeing that AI isn’t really ‘intelligent.’ It’s just a tool, programmed by humans that cannot operate outside of the parameters that have been established for it. AI lacks common sense, the ability to understand nuances of behavior, or interpret social situations. So while AI may recognize that your customers are smiling, it doesn’t know why they are smiling. And it won’t know how to make them smile.”
–Grant, Senior Art Director
“AI can be an excellent tool for inspiration and optimization. But we are far behind on regulating the technology we have created. Historically, we have seen all tech solutions are followed by a negative consequence without responsible action. My hope is that team leaders, business owners, and government officials alike, start prioritizing regulation over innovation for the sake of future gen.”
–Morgen, Senior Art Director
“There are two sides to the coin. I'm not sure which side I'd like it to land on. Heads...it could become a useful tool that opens doors to the future. Tails..it becomes an evil and dominant force that eventually overcomes and subdues humanity. I'm reminded of "2001: A Space Odyssey."
–Monty, Senior Copywriter
“AI does provide benefits for analyzing data and speeding up the process of making strategic decisions. At the end of the day, we’re human beings, not screen beings.”
–Brian May, President & Executive Creative Director
Ready to Advance Your Business?
If you’re looking to grow and want to work with real humans (who lean on tech in appropriate ways), contact one of our brand strategists, John Wagoner or Aaron Petticord at 423.634.0123.
**Header image generated with Adobe Firefly.