Will AI Replace Marketers?
Andy An
Many marketing students have marvelled at the transformative potential of Generative AI, particularly with tools like ChatGPT’s ability to generate compelling content in seconds. Sam Altman, the CEO of OpenAI, made the bold prediction that artificial general intelligence (AGI) could handle 95% of marketing tasks currently performed by creative professionals and agencies. In this rapidly evolving technological landscape, marketers must adapt to ensure they are not left behind.
Artificial Intelligence (AI) has been here for a while now, enhancing various services we use daily. For example, Netflix already uses machine learning, a subset of AI, to analyse vast amounts of data from your viewing history to recommend the perfect film or series tailored to your preferences. However, most of the recent buzz comes from a specific form of AI known as Generative AI, particularly Large Language Models (LLMs). In layman's terms, Generative AI can create new content from scratch, like text, images, or music, based on the data it has been trained on. LLMs, such as GPT-4, can generate human-like text based on the input they receive.
Imagine settling in for a movie night, and Netflix effortlessly recommends the perfect film tailored to your mood and past preferences. This level of hyper-personalisation, made possible by AI, highlights how technology curates experiences uniquely resonant with each user. For example, Netflix uses machine learning to analyse vast amounts of data from your viewing history, including genres, actors, and even the time of day you watch specific types of content. If you've been watching a lot of romantic comedies in the evenings, Netflix might recommend a swoonworthy K-Drama release like "Crash Landing on You”.
Carvana, an online used car dealership, has harnessed the power of Generative AI to push out 1.3 million unique AI-generated videos, called "Joyrides". Each video is meticulously tailored, incorporating elements such as the car's model, colour, and year, along with the buyer's purchase date and location, to create a narrative that resonates on a personal level. Imagine you are a customer from Austin, Texas, who used Carvana to buy your first used car—a blue 2017 Honda Civic. The video showcases your car driving through iconic Austin landmarks like the Congress Avenue Bridge and Barton Springs, and includes a congratulatory message with your name and the date of purchase. This personalised touch makes the buying experience memorable and unique.
But AI's influence extends beyond just personalisation; its ability to optimise marketing strategies is transforming how products are introduced and marketed. Imagine you're launching a startup, FreshFoods, with a mission to offer delicious, organic snacks to health-conscious consumers. Your website is the first point of contact with potential customers. But how do you ensure it strikes the right chord? This is where you can leverage Generative AI to conduct an A/B test.
A/B testing is a method where two versions of a webpage are compared to see which one performs better. Picture this: Version A of your webpage showcases your organic snacks against a vibrant, green backdrop, highlighting the freshness of your products. Version B, on the other hand, uses testimonials from satisfied customers to build trust. But which one will capture the hearts (and stomachs) of your audience? The AI analyses data from both web page versions in real-time, tracking which one garners more interest, clicks, and ultimately, purchases. It does this with uncanny accuracy. By automating this process, GenAI frees human marketers from the labour-intensive task of manually creating and monitoring these tests, allowing them to focus on higher-level strategic and creative tasks, such as devising innovative marketing campaigns or exploring new market segments.
The potential efficiency gains are significant. According to a survey conducted by market research firm NewtonX, creative teams can produce the same amount of work with 20% to 30% fewer people when using AI. This efficiency enables marketers to redirect their efforts toward more complex and impactful projects, enhancing overall campaign effectiveness.
However, relying too heavily on AI for marketing strategies and content creation can stifle creativity and innovation. Marketers might find themselves in a cycle of iterative content that, while optimising for engagement, lacks the fresh ideas and creative spark that capture public imagination, causing people to tune out from the noise. For example, while AI can generate numerous versions of an ad copy, it takes a human marketer to conceptualise a groundbreaking campaign like Nike's "Just Do It," which resonates deeply with audiences and becomes a cultural touchstone.
Consider the successful "Real Beauty" campaign by Dove in 2004. It wasn't the result of data-driven algorithms but a creative and empathetic understanding of real women's self-image issues. This campaign defied traditional beauty norms, striking a chord with women worldwide and sparking conversations about beauty standards. Without human oversight, AI alone could dilute Dove’s powerful message by pushing out generic content that is not faithful to the company’s brand voice. The Dove CMO Alessandro Manfredi, explains that "We seek a future where women decide and declare what real beauty looks like - not algorithms."
Humans need to continuously train, monitor, and adjust AI tools so that companies can ensure that their messages remain consistent across all marketing channels and cut through the noise. The ability to interpret nuanced human emotions and societal trends is something AI lacks. For instance, human marketers can detect subtle shifts in cultural sentiments and adjust their campaigns accordingly, something AI would currently struggle to do without explicit data inputs.
As we step into an AI-driven world, it is crucial for marketers to develop complementary skills that enhance AI’s capabilities. Focus on enhancing your creativity, empathy, and strategic insight. Familiarising yourself with how AI and machine learning work will help you effectively collaborate with these tools and make informed decisions. Additionally, understanding data analytics will enable you to make data-driven decisions and optimise campaigns based on insights. Lastly, being adaptable and open to change is essential for staying relevant and effective in your marketing efforts. By embracing Generative AI as a powerful tool rather than a replacement, marketers can amplify their impact and drive meaningful connections with their audiences.
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