Humans vs. AI: Who Will Rule Marketing?
Is it both/and or either/or?
The 1999 film The Matrix portrays a future where machines have taken over and use humans as an energy source, with AI agents policing the simulated reality.
That film and many others like it depict a world where AI has replaced humans as the judges and determiners of the world’s fate.
While sci-fi movies are intriguing, the likelihood of a world dominated by artificial intelligence is far-fetched. However, if left unchecked, the marketing world faces a much grimmer future at AI’s hands, which begs the question: AI vs. Humans: Who Will Rule Marketing? Let’s examine the realities.
AI Is Replacing Human Jobs
Real-life examples of AI replacing humans in marketing-related careers center around two areas:
Creative work
AI has been used to automate creative tasks like writing and graphic design. For instance, media companies like CNET have laid off reporters and used AI to write articles, although this has led to issues like plagiarism that needed correction.
Customer service
Companies have closed call centers employing human customer service agents and turned to chatbots created by technology companies. You are probably aware of a recent example where Klarna laid off 700 workers in favor of using AI agents.
Where AI Gets It Wrong
Inaccurate or fabricated information
Generative AI models can produce text that appears factual but is actually incorrect or made up, known as "hallucinations.” If not properly fact-checked, misinformation could spread.
Lack of originality and creativity
Over-reliance on generative AI for content creation can result in generic, unoriginal marketing copy that lacks a human touch and fails to engage audiences.
Potential for abuse and manipulation
Malicious actors could use generative AI to create deepfakes, impersonate real people, generate large volumes of spam content, and undermine trust in marketing and advertising.
Regarding the last point, Target used AI and data analytics techniques to predict life events, such as pregnancy, based on customers' shopping patterns. That information was then used to send targeted ads that correspond to the customer's current life stage, potentially before the customer has informed others of their situation.
Amazon has used AI to manipulate pricing based on a user's emotional state. By increasing the price of a product when a user is tired or stressed, Amazon takes advantage of the user's emotional vulnerability to increase profits.
Intellectual property and copyright issues
Generative AI models are trained on vast datasets that may include copyrighted material. (Marketing books author David Meerman Scott attested that ChatGPT scraped his content without permission or remuneration.) Using AI-generated content without proper attribution or permission could lead to legal issues.
Lack of accountability
When marketers use generative AI to produce content, it can be unclear who is responsible for the final product. This raises ethical concerns about transparency and accountability.
But it’s not all bad news. Brands use AI ethically, too. Here are a few examples:
Netflix uses AI to recommend shows you might enjoy but doesn't hide the fact it's AI-driven.
Many banks use AI chatbots to answer basic customer questions, freeing up human reps for complex issues.
Patagonia uses AI-driven platforms to create products crafted with sustainable materials and a reduced environmental impact.
Where Marketers Get It Wrong
We’re early in the game, so there isn’t a wealth of harmful marketing examples, but let me cite a few:
Lack of transparency and misleading claims
The Federal Trade Commission (FTC) has issued warnings to companies exaggerating the capabilities of their AI products in advertising, emphasizing the need for truthful claims about what AI can do.
Fans called out LEGO using AI-generated images in an official quiz.
Privacy concerns
In 2020, Google was fined $170 million for violating children's laws by collecting data from YouTube viewers under 13 without parental consent and using this data for targeted advertising.
Creation of misleading or false content
Generative AI tools have rapidly created made-for-advertising (MFA) sites that often contain copied or slightly altered content from legitimate sources without proper attribution. This practice can mislead consumers and damage the reputation of the entities being impersonated.
Whether AI or humans will rule marketing is complex and multidimensional, touching on technology, ethics, creativity, and strategy. Here's our view of the future roles of AI and humans in marketing:
AI Advantages
Data analysis and processing
AI excels at handling large volumes of data quickly and accurately, making it indispensable for tasks like market segmentation, consumer behavior analysis, and predictive analytics.
Personalization and targeting
Through machine learning, AI can tailor marketing messages to individual consumers based on their preferences, behavior, and purchasing history.
Automation
AI can automate repetitive tasks such as scheduling social media posts, sending emails, and managing ad placements, which can increase efficiency and reduce costs.
Predictive abilities
Based on data analysis, AI can predict which leads are most likely to convert or what a campaign should be, enabling smarter marketing investments.
Human Advantages (for now)
Creativity and strategy
While AI can generate content and make recommendations based on data, human creativity is crucial for crafting compelling narratives and innovative marketing strategies that resonate deeply emotionally.
Ethical considerations
Humans are essential in navigating ethical dilemmas in marketing, such as ensuring privacy, avoiding manipulation, and maintaining transparency.
Understanding nuance and context
Humans are better equipped to understand cultural nuances, subtle contexts, and complex emotional responses, often crucial for effective marketing.
Empathy and emotional intelligence
Understanding customers' deeper emotions, desires, and pain points and crafting marketing messages that speak to those on a human level. AI does not have lived human experience to draw upon.
Judgment in ambiguous situations
Making good decisions when faced with unprecedented situations where data alone is not enough to chart the path forward
A Collaborative Future
The most likely scenario is not the dominance of one over the other but a collaborative environment where AI tools augment human marketers. AI can manage and analyze data, while humans apply strategic insights and ensure that campaigns are ethical and creatively compelling.
The most successful marketing organizations of the future will be those that leverage the power of AI and human marketers working together synergistically. AI handles data, automation, and personalization, while humans provide creativity, empathy, strategy, and judgment. The combined power of artificial and human intelligence will take marketing to new heights.
The most likely scenario is not the dominance of one over the other but a collaborative environment where AI tools augment human marketers.
How to Prepare for an AI-driven Future
You recall the character Neo, played by Keanu Reeves, was given the choice of taking a red pill or a blue pill. The pills represent a choice between remaining in a state of blissful ignorance (blue) or accepting reality (red).
You have the same choice: Ignore the coming reality or embrace it. If you choose the latter (and I hope you do), take these steps:
Stay informed
Keep up with the latest developments and trends in AI technology and its applications in marketing. Stay informed about AI tools, platforms, and algorithms that can enhance marketing strategies. Several newsletters can help with that:
AI Marketing Ethics Digest (apologies for plugging ours; hopefully, you’re a subscriber)
Understand AI's capabilities
Gain a solid understanding of what AI can and cannot do. Familiarize yourself with AI-powered applications such as data analytics, automation, personalization, and predictive modeling. This knowledge will help you identify areas where AI can add value to your marketing efforts.
Identify AI use cases.
Assess your marketing processes and identify areas where AI can be leveraged effectively. This could include automating repetitive tasks, analyzing customer data for insights, or personalizing customer experiences. Determine how AI can enhance efficiency, improve decision-making, and drive better results.
Invest in data infrastructure.
AI relies on quality data to deliver accurate insights and predictions. Ensure your organization has a robust data infrastructure, including data collection, storage, and management systems. Clean and structured data will enable AI algorithms to generate meaningful insights.
Focus on data quality.
AI relies heavily on data to generate insights and automate tasks. Marketers should ensure they have access to high-quality, diverse data sets to train and validate AI models. This includes customer data, market trends, and engagement metrics.
Adopt a strategic approach.
Identify specific marketing challenges or objectives where AI can provide a solution. This could involve improving customer segmentation, personalizing marketing campaigns, or optimizing ad placements. By starting with clear goals, marketers can more effectively select and implement AI tools.
Develop AI skills
Acquire or develop skills related to AI and data analysis. This could involve learning programming languages, data analytics tools, or AI platforms. Familiarize yourself with AI concepts such as machine learning, natural language processing, and predictive modeling. This will enable you to collaborate with AI technologies and leverage their capabilities effectively.
Learn continually
AI technology is evolving rapidly, so engaging in continuous learning and professional development is important. To stay ahead of the curve, stay updated on new AI advancements, attend industry conferences, participate in webinars, and join relevant communities.
Experiment with AI tools
Start by integrating AI tools into daily marketing tasks. This could involve using AI for content generation, customer segmentation, or data analysis. Experimenting with tools like ChatGPT for routine tasks can provide hands-on experience and reveal practical applications of AI in marketing.
Embrace collaboration
Recognize that AI is a tool to augment human capabilities, not replace them. Embrace collaboration between AI and human marketers. Understand how AI can support your work and enhance your decision-making processes. Foster a culture that encourages collaboration and learning between AI and human teams.
Practice ethical use
Understand the ethical implications of AI in marketing. Ensure that AI applications adhere to ethical standards, respect consumer privacy, and comply with relevant regulations. Be transparent with customers about using AI in marketing and address any concerns.
Enhance customer experience
Leverage AI to create more personalized and engaging customer experiences. This could involve using chatbots for customer support, AI-driven content recommendations, or predictive analytics to anticipate customer needs.
Balance automation with human insight
While AI can automate many tasks, human insight and creativity remain crucial. Marketers should reinforce skills that AI cannot replicate, such as critical thinking, empathy, and strategic planning. This involves using AI to augment human capabilities rather than replace them.
By taking these steps, marketers can prepare for the advent of AI in marketing, harnessing its potential to enhance efficiency, personalize customer experiences, and drive better marketing outcomes.
Leave a comment and let us know your thoughts. Who will rule marketing: AI or humans?
I'm trying to learn into AI and started to use it on a project based around creativity and communication - very early stages of development - I'm excited by what we could create and communicate using AI as part of the toolbox