With all of the new options in the AI (Artificial Intelligence) space, there seems to be no escaping it. AI is expected to have a significant impact on marketing agencies going forward. Today, we’re going to explore the benefits and drawbacks of AI tech available right now.
Benefit: Increased Efficiency
One of the biggest benefits of AI in marketing and sales is increased efficiency. AI tools like ChatGPT can create large amounts of content faster than humans. AI can also help in personalized content that’s tailored to a brand’s customer base, their purchase history and behaviors, and more. According to Bramework, “Current AI technology can boost business productivity by up to 40%.”
Because of its ability to generate a large amount of information based on a smaller amount of instructions, like blog post prompts or image inspiration, AI can help teams get through projects faster.
Benefit: Custom Service Improvements
AI can help to improve customer service on websites. For example, here at PLAY Creative, we have a chatbot that our sales team utilizes to better interact with interested parties. Amazon even uses an AI tool called Lex that can understand human speech and respond accordingly without having to ask questions or search for commands. Google also uses an AI program called RankBrain which helps its search engine understand synonyms and find relevant pages when someone searches for something like “How do I make pancakes?” Because of these programs, companies like Amazon and Google have been able to improve their products while simultaneously cutting costs by automating certain tasks that used to require a paid employee to tackle them.
Drawback: AI Still Needs Help
This is especially true when trying to write copy for a blog or an ad, but even when we’ve tried to use AI software to craft messaging, our team still needs to heavily edit that messaging in order to make it sound more human. Writing, imagery, and other creative assets produced by technology often lack the correct tone needed for specific brands and clients. As The Writing Cooperative puts it, “Writing requires a deep understanding of language and the ability to convey complex ideas in a clear and effective way. This requires a level of creativity and nuance that AI systems have not yet achieved.”
Even though the technology is available, it does not mean that it is anywhere near replacing the expertise of a whole host of jobs that people currently occupy.
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Drawback: Replacing Hardworking Humans
To piggyback off the above point, with the increased use of AI comes the possibility of people getting replaced in favor of technology. This means that there could be fewer jobs available to those searching, thus increasing the competition across industries. As an ad agency, we are tempted all the time to use AI in order to increase our productivity. However, favoring technology over the human touch in EVERY instance or circumstance can lower the morale of your employees and make them feel as if they are replaceable.
AI has been around for decades, but it’s still relatively new to most businesses. With more and more people using the internet every day, it has become clear that companies, agencies included, would do well to stay on top of AI trends and integrate technology when necessary, but be sure to find a balance between tech and employees who are experts in their fields.