Everyone seems to have a hot take on AI, most of which being that it is a double-edged sword, but it doesn’t have to be if used as a tool instead of a crutch.
What is Artificial Intelligence?
Artificial Intelligence (AI) is different from other programs because it sorts and analyses data in order to constantly learn and adapt as new data is received, allowing it to perform tasks that usually require human intelligence.
Specifically in marketing, AI could be used to create images and videos, to generate text and content, and analyse large masses of data to identify keywords and phrases to be used for a digital marketing campaign.
Through AI’s rapid growth over the years, especially with the emergence of ChatGPT, it has become the center of discussion. Some people are wondering how many jobs AI will replace, while others are worried about AI taking over the world. When looking at the present, the most pressing matter is how AI is enabling our tendency to take short cuts. It must not be forgotten that there are limitations to AI and that it is not a replacement to human beings. It should be viewed as a productivity enhancing tool, not as a crutch. Soon enough AI will be the new norm and it needs to be considered as such as more businesses adopt AI in order to take advantage of its benefits. As such, AI can support your outsourced marketing services.
The Benefits of AI
The use of AI results in shorter development cycles, making work more efficient and productive. AI has the ability to conduct thorough research and write first drafts, which is usually the most time-consuming part when creating content. Some industries will be impacted by this more than others, one of which being marketing. Despite concerns, AI will not only aid the marketing industry in generating content, but could also spark new ideas to promote growth.
It should be noted that there is a limit to how much information AI models have access to. One of the more popular AI platforms being used is ChatGPT which completed its training in 2021. So it is not always completely accurate and needs to be fact checked. This also means that the model is not aware of current events which is why the material provided cannot just be copied and pasted, but rather used as a starting point.
In practice, this means that the real advantage that AI offers marketing right here and now is time. This will change as technology develops, but at present, the genuine value of AI is shorter development cycles for creating content (both research and drafting). What business will do with this added time is an open question. But one theory that may shed some light is the suitcase principle of white-collar work. This is the idea that we fill every minute of our day with work no matter how much or how little time we have. It is similar to when packing for a trip, whether it is a week or a weekend, we still manage to fill our entire suitcase.
It may appear as though AI is reducing our workload, but the reality is that it is creating more work. With more time available, more work can be completed. Now that we don’t have to spend as much time researching and writing first drafts, we can complete more work in less time.
Concerns and Limitations
One of the biggest concerns with the growing popularity of AI is how many jobs will be lost. It is estimated that as many as 75 million jobs will be taken over by AI. Within the marketing field, jobs such as social media monitoring, data analysis, and email marketing could easily be replaced. As unsettling as this may be for some, it is a cold reality that the marketing industry is always subject to change. New skills are constantly being adopted in order to stay up to date because each year technology plays a bigger role in content development. It is more likely than not that AI will be used to complement current positions in marketing, rather than replace them due to the creativity needed for the sector.
With such a large number of jobs potentially being replaced it may cause concern for some, but it is estimated that 133 million jobs would be created. New AI systems will need to be taught how to analyse data and perform. The system also will need to be taught how to deliver information, using compassion to mimic human behaviour. AI will also need to learn about the business it is part of which would be taught by someone. These are just a few examples showing how much maintenance goes into the use of AI which is why so many new jobs would be created.
Like any resource there are limitations. It is well equipped for providing general knowledge and answering basic questions, but not detailed or nuanced ones. Using AI correctly is not just about fact checking the information given, but also inputting the right information. The more details given when asking a question, the more specific the answer. So, although it cannot answer complex questions, it is a good starting point as it will quickly gather information that will help answer these types of questions.
With time AI will become more widely used and sophisticated so businesses should start looking to the future and integrate AI into their everyday work. If they don’t, they could fall behind as it is a beneficial tool that saves time for more work to be completed.