MarTech Series – Marketing Technology Insights
As artificial intelligence continues to evolve and shape the way we work, myths and misconceptions about it are swirling. The proliferation of machine learning myths is understandable — after all, we’ve only known this beast for a short time, and it is displaying new behaviors every day. However, if we let the myths of artificial intelligence get the best of us, we may miss out on its true strengths and benefits.
Although there are numerous myths about AI floating around the web, here are the five big myths of AI and machine learning debunked:
AI can replace human minds. This is the oldest, most lingering myth around machine learning. In fact, AI has many limitations and is most powerful when used in conjunction with human creativity. AI may be able to assist a marketer in automating a repetitive task, but it can’t create new opportunities by itself or guide strategic decision-making.
AI understands everything it learns. One of the most pervasive machine learning myths is that AI has advanced enough to understand human intent. AI has made significant strides in natural language processing and sentiment analysis, but it remains imperfect in understanding human emotions.
AI can fix everything. Many believe that AI will be a solution to all their problems. Truth is, implementing AI in marketing takes time and effort. It requires training the AI model, refining it based on feedback, and integrating it into existing marketing strategies. Results may not be instantaneous, and patience is required to see the full impact of AI-driven initiatives.
AI is prohibitively expensive. Small businesses tend to assume that AI implementation is too expensive for them, but as AI has evolved, costs have lowered dramatically. Various affordable AI tools now exist, some of which offer pay-as-you-go pricing models.
AI is only meant for big tech businesses. There is a misconception that users of AI need to be trained in machine learning. Not true. AI-driven marketing can benefit businesses large and small across various industries by offering functions like data analysis and content personalization.
The trouble with these AI myths is that they can hinder businesses and marketers as they attempt to form their digital identities.
Myths about AI can give marketers unrealistic expectations about the kind of results they should hope for. They begin to see AI and ChatGPT as knights in shining armor, ready to save them from the realities of carving out digital marketing success. Overestimating AI can lead to harmful consequences, such as teams neglecting ethical challenges like privacy and security, and trusting AI limitlessly with data that should be protected more humanely.
Alternatively, these AI myths can also make businesses fearful of change. Businesses that believe AI is too costly for them or designed for tech-savvier companies will limit their exploration of AI’s potential. Businesses that believe that AI is capable of replacing human work will inevitably fear job losses.
All of these misconceptions limit what AI can do and make people resistant to adopting it. If marketers can see through the myths and overcome the misconceptions, however, they can find a healthy and exciting relationship with AI.
How can they do this? By focusing on educating stakeholders and colleagues. Ensure decision-makers have access to sources of knowledge so they can develop a realistic understanding of AI’s capabilities and limitations. A culture of learning will allow people to set appropriate expectations but also to “dream big” with AI.
From this culture of learning comes an ability to combine AI with human intelligence in ways that bring out each group’s unique strengths. These ways may start out as pilot projects, but they can develop into tried-and-tested methods.
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We’ve busted a few myths about ChatGPT and tools like it. But now that we’ve got some more realistic expectations about what AI is and is not, how can marketers get it to work? How can they start using AI technologies effectively to impact the way they show up to consumers?
Here are a few places to begin implementing AI capabilities:
One of AI’s biggest gifts for marketers is the ability to personalize at scale. AI enables the dynamic tailoring of marketing messages and product recommendations according to the individual customers arriving at the top of your funnel.
While AI algorithms analyze customer data and behavior, businesses can deliver highly relevant and personalized content and offers, improving customer engagement and encouraging repeat visits.
AI can be used to create interactive and gamified content experiences that engage customers more effectively. AI-driven quizzes, personalized product configurators, or interactive storytelling can increase customer involvement and time spent on websites or apps.
Combine interactivity with personalization and you get a very powerful motivator. Tools like voice search and smart speakers can transform how users interact with content, turning them into the drivers of their own experience.
AI tools can meet customers where they are. If teams can work side-by-side with AI-powered chatbots and virtual assistants, they can extend their customer-service capability, providing instant, personalized responses and making customers feel heard.
Customer service can go beyond just the timely answering of questions. AI’s predictive capabilities allow businesses to anticipate customer needs and proactively offer support. By analyzing past interactions and behavioral data, AI can identify potential issues or inquiries before they arise, leading to faster problem resolution and higher customer satisfaction.
In a fast-paced world, work can be constricting. You’re always just trying to keep up with the endless series of tasks you need to get done. Perhaps the most powerful change-making element of artificial intelligence is that it can free up the human mind for greater challenges — the ones that usually get pushed off your to-do list indefinitely.
AI streamlines marketing workflows by automating repetitive and time-consuming tasks such as email marketing, social-media posting, and ad optimization. This is the true power of AI. By enhancing efficiency in this way, marketers can find new pockets of time to try new things and do more for their customers.
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Becky Ruyle is the director of brand and content at Intero Digital, a digital marketing agency that helps its clients achieve measurable business results through comprehensive digital marketing strategies.
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