As the world of digital marketing evolves, AI stands at the helm, stirring conversations and controversies alike. But as we move forth deeper into this digital world, it is essential to separate the grain from the chaff—making a line between a fact and a fiction.

This discussion aims at debunking the common misconceptions about the role of AI in martech, the benefits of AI, and how we can separate facts from fiction about AI in martech. Let’s start here.

Role of AI in Martech

Artificial intelligence is playing a significant role in marketing, and its importance is picking up day by day. In the late 90s, the technology was used to gather consumer behaviours to predict the future ones; then it started helping with content creation, and now it is effectively helping in marketing and advertising, understanding user intent deeply.

From understanding your audience to creating an AI-powered marketing optimisation strategy, AI can help marketers, advertisers, local dealers, and many other stakeholders alike. Now with so many benefits of AI-powered tactics in marketing, it is essential for marketers to take a broader view of the technology, separating facts from fiction.

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Dispelling myths about AI in marketing

It is time to shift our perspectives from fictions to facts. Let’s brush them up here.

AI will replace human marketers.

It is the most widespread misconception about AI that it will steal the jobs of human marketers. But the reality is far from this. After the advent of AI tools, the number of jobs has increased in the market, and companies are searching for individuals who can work in tandem with these automatic machines.

Marketers can use AI technology to identify trends and forecast them. Based on the insights received, they can decide how to allocate their budgets and who to target. With specific insights from the AI tools, marketers can wisely allocate their budgets and spend more time on high-value work. Right from launching the product, generating leads, and conversions to creating loyal customer bases, AI plays a critical role in the success of a marketing campaign.

AI replaces human creativity.

The thought that AI will render human creativity useless is a common misconception. But in reality, AI enhances human creativity. Artificial intelligence can process large amounts of data and analyse large data sets, identify patterns, and provide valuable insights requiring significant time and effort for humans to read and discern.

While AI takes up the mundane tasks, leaving the creative aspect to human marketers to read and study the analysis and create patterns out of it. Additionally, AI relies on input and guidance from human marketers to set parameters and interpret data meaningfully.

AI in marketing is too complex and costly.

Artificial intelligence has been around for quite some time, but it is seen as a relatively new technology. It is because it is constantly evolving and also because the technology is accessible to individuals and organizations. Remember that AI is no longer for large companies or tech-savvy users; it is for everyone.

Today, AI tools are available in a variety of options for companies of different sizes and budgets. For example, a popular AI tool is Kaggle, which houses a wide variety of open-source data sets, and companies can download any dataset to train their model.

AI guarantees immediate marketing success.

Another misconception revolving around AI in marketing is that using AI, one can achieve immediate success. But we must remember that Rome was not built in a day. Whether you use AI in marketing regularly or rely on conventional human-prone practices, nothing guarantees immediate success. Success is brewed over time, and it is a result of years of hard work and efforts.

However, when you put AI to use, you can reduce your dependency on your human workforce for redundant and monotonous tasks. The time that your human workforce saves can be utilised in other creative and strategic tasks.

Benefits of AI in marketing

We tried to bust some of the common myths about AI in marketing, and now, let us highlight some of the benefits of using AI in marketing:

• AI in marketing brings efficiency and automation that helps marketing leaders to prioritise their time and resources towards more strategic tasks.
• Using AI in marketing offers data-driven insights. The tools can read huge sets of data, create patterns, and help marketers understand the emotions, needs, and preferences of the target audience.
• When AI is integrated into marketing, we can create tailored messages as per the segmented audiences.

Wrapping Up

Marketing leaders are increasingly relying on AI in their marketing to drive better customer outcomes. From segmenting audiences to pitching them, converting leads, and increasing customer loyalty, AI has a crucial role to play in each of the marketing tasks. It is time to rely on this superpower, segregating the grain from the chaff and ensuring that your team is using AI to its full potential.

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