Debunking the Most Common Myths Around AI in Marketing Before 2020 Arrives

Igor Volzhanin

November 1, 2019

In today’s world, it’s almost impossible to avoid Artificial Intelligence (AI). From daily interactions with voice assistants and smartphones, to the content recommended to you by media streaming services; everybody is already interacting with AI in some shape or form, even if they don’t realize it.

The workplace is no exception. AI is rapidly reinventing the way we work across every industry, with 70 percent of organizations set to assist workers with AI solutions by 2021. Terms like ‘AI’, ‘Automation’ and ‘Machine Learning’ are now commonplace in offices throughout the world, where they are often used arbitrarily, incorrectly and even interchangeably.

The buzz, and confusion, around AI in Marketing has inevitably led to a number of myths and misconceptions. As this sector undergoes radical change, it’s important that marketers understand both the true capabilities of AI, as well as how it can help them and their organization deliver better and more personalized customer experiences.

Here are some of the most common myths about AI in marketing:

AI in Marketing will Solve All of Your Problems in 2020

Let’s be clear: AI is not a panacea for all of your Marketing woes. Whilst it’s true that computers have powerful analytical and quantitative capabilities, AI will only ever be as good as the data that you train it on. With GDPR firmly in place, the significance of first-party data is more important than ever, ensuring you deliver as accurately and reliably as possible, and tailoring your content for its intended audience.

A host of Marketing tools can help organizations collect and analyze the right data – and it’s important that marketers consider these carefully before jumping on the latest trend. Think about the problem you are trying to solve, as well as how AI solutions can help bolster your existing workforce. After all, the people in your organization are where the most creative ideas and strategies will come from.

AI and Automation are One and the Same

AI’s ability to quickly process analytical tasks is one of its most appealing qualities – but it is also much more than just an automation tool. Marketers would be wise to seek out AI that augment rather than replace their existing workflows.

For example, some tools may generate various marketing assets and run “AB testing” to determine which asset is most likely to result in a click from your customers. This is a great way for brands to run multiple tests in a shorter period of time, and avoid losing sight of their customers.

Instead of automating away the creative process, a smarter way of utilizing AI is through collaborative tools that empower the user to make more informed Marketing decisions, particularly when it comes to selecting content and imagery for marketing campaigns. When trained on customer data, AI can provide insights that show what type of content works for which customers – ultimately enabling marketers to finesse assets and provide a better, more personalized customer experience.

AI in Marketing is Going to Replace You!

Fears that AI in Marketing will replace people’s jobs are pervasive in the media, and, while it’s true that historically the introduction of new technologies has caused job displacement, by properly leveraging AI for the right tasks, brands can undoubtedly bring increased productivity and growth to workforces, shifting focus towards creativity and innovation. We are already beginning to see new roles appear, from programmers and data scientists, through to Chief Information Officers, and even Chief AI Officers.

In fact, by 2022, it’s predicted that the AI industry will have created almost 60 million more jobs than it replaces. And as robots and automation technologies take ownership of routine, analytical tasks, human marketers will have more time to do what they do best: get creative, solve problems and interact with customers on a more human level.