The essential
- AI in marketing. AI have a strategic advantage in transforming market analysis and strategy development.
- Optimize data management. AI improves marketing efficiency and insights.
- The role of AI in improving human resources. AI improves recruiting and branding in marketing.
I still remember, more than a decade ago, when fine arts students focused only on one aspect: the unique way their brush and artistic medium could convey stories on canvas. As a digital immigrant, I have had the chance to observe this evolution up close. This is similar to a metamorphosis, where AI in marketing is not only a catalyst but sometimes a driving force for initiatives. This is especially exciting for someone like me, who worked in the era of fax machines and cordless phones.
Those who have embraced this transformation remain relevant.
Today’s marketers have algorithms with the following five tools:
1. AI in marketing: faster decision-making
The journey of leaders and marketers has never been easy, but algorithms have improved the ability of marketing managers to justify their decisions. Whether forecasting market trends or predicting customer behavior, algorithms make it much easier to make more accurate decisions. This reduces uncertainty, allowing well-informed experiences to complement instinct. This advancement is partly due to the fact that beyond search engines, tools like OpenAI have simplified the search process.
Related article: AI in Marketing: More Personalization in the Next Decade
2. AI in Marketing: Better Data Results
We have had access to large pools of data, especially Big Data, which is based on machine learning. This has greatly alleviated the challenges marketers faced a few years ago. Companies like Google, Meta, Amazon, and Netflix have their foundations deeply rooted in machine learning. From my perspective as a marketer, AI in marketing has indeed allowed me to interpret large pools of data much more efficiently today.
Related article: 4 Rules for Maintaining Brand Trust When Using AI in Digital Marketing
3. AI in marketing: amplifying human contact
I would like to highlight the significant impact this had on human resources. Recruiting talent at all levels remains a central issue for managers and HR professionals. Streamlining the recruiting process, optimizing performance management, refining selection methods, creating faster and unique assessment tests, and improving employee onboarding: the credit for these advances goes to the humans behind machine learning. This amplifies the human touch, which also results in deeper employer branding.
Related article: Machine learning and generative AI in marketing: critical differences
4. AI in Marketing: Radically Simplifying Things
Starting with making manual data entry obsolete, the pace of change has been rapid and significant. Consider today’s content creation landscape, the lives of influencers, data analysts and Photoshop experts. As the saying goes: “With great power comes great responsibility.” Therefore, even though algorithms align almost perfectly with creativity, it is imperative that everyone uses this power wisely, judiciously, ethically and optimally.
5. AI in marketing: freeing up time for the marketing director
It really is the icing on the cake. While it may seem minor, algorithms have given marketers more time to focus on their creative efforts. Let us recognize that the world operates neither solely on logic nor entirely on creativity. A blend of emotional intelligence and creativity, with a touch of logic, allows for an effective approach.
In this recipe, logic acts as salt. Additionally, AI in marketing acts as an enabler, enabling the creation of differentiated value in advertising campaigns.
Conclusion: Ensuring Best Practices for AI in Marketing
Senior marketers have a responsibility to recognize the limitations, policies, and copyright issues associated with the use of AI. They must ensure that best practices in AI in marketing are disseminated within their teams, while transparently adopting next practices for sustainable purposes.
I especially like this quote from Vitaly Pecherskiy: “AI cannot replace human creativity and idea generation, but it could be the greatest complement to the human brain ever discovered.” »
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