Narine Galstian, Marketing Director at SADAInsight company, recently explained that the best approach to marketing AI is to position it as a “sidekick,” not a boss. This article was originally published in Insight Jaman enterprise computing community that enables human conversation about AI.
AI has undeniably transformed the way we approach marketing. It’s a powerful tool that can automate tasks, generate insights, and optimize campaigns. But let’s be clear: AI is just an aid, not the star of the show. While AI can produce data and generate content at lightning speed, it lacks the intuition, empathy, and strategic vision that humans possess. Creativity, storytelling, and building authentic connections with customers are where humans truly shine.
AI is a great tool to help you get to the “right” level. It can take care of the tedious tasks, allowing marketers to focus on the big picture. But achieving “greatness” requires human ingenuity. Individual voices and styles are what make humans the cornerstone of marketing, and AI will never be able to replicate that. We need to harness AI’s capabilities while preserving the unique qualities that make us human.
The future of marketing isn’t just about humans versus machines. It’s about humans And Machines working together in a powerful partnership. By understanding how to leverage AI’s strengths and compensate for its weaknesses, marketers can create campaigns that are not only effective but truly exceptional.
To effectively leverage AI, teams must first define clear roles and goals. A good starting point for AI is to handle mundane, repetitive, data-driven tasks. Reducing administrative work leaves more room for humans to think creatively, imagine, and strategize. It’s critical that AI not be seen as a one-size-fits-all solution. Teams must diligently review AI outputs to ensure accuracy and integrity.
Consider the role of a creative director. The role requires a unique blend of artistry, strategy, and human connection. While AI can help generate design concepts or analyze audience data, it can’t replace the creative spark, strategic thinking, or emotional intelligence needed to bring a vision to life. Imagine developing a large-scale exhibit for a major industry conference. The creative director is the architect of the experience, tasked with crafting a vision that aligns with the company’s brand identity and resonates with the target audience. This involves a deep understanding of the brand, collaboration with various stakeholders, emotional intelligence, strategic thinking, and the ability to execute and refine designs.
AI is a great tool for generating ideas or as a starting point to further stimulate creativity and strategic thinking. It can support this process by providing data-driven insights, generating design options, or automating certain tasks. However, the fundamental elements of creativity, strategy, and human connection remain firmly in the purview of the human creative director.
To fully harness the potential of AI, marketers must adopt a human-centric approach. This means focusing on how AI can enhance human capabilities rather than replace them. By combining the power of human creativity with the efficiency of AI, marketers can create truly innovative and effective campaigns.
For example, AI can analyze customer data and identify trends, but marketers must interpret this information and develop strategies that resonate with the target audience. Similarly, AI can generate multiple design options, but the human designer must ultimately select the best concepts and refine them into a compelling final product.
Artificial intelligence is only effective if the data that feeds it is accurate. Humans must ensure that the data fed to AI tools is up-to-date and accurate. Without the right input data, the results will be worthless. Likewise, teams need to be aware of the impact of AI on their security. While these tools can help manage campaigns and nurture customer relationships, they can also pose threats to the business and customers if not used or monitored properly. Human intervention is essential to ensure the business is prepared and that the appropriate security measures are in place. Protecting customer data is paramount and teams must work alongside IT and participate in ongoing training to become familiar with the proper use of AI technology and identify potential vulnerabilities.
As AI continues to evolve, it’s essential to keep a critical eye on its users. The ultimate goal of marketing is to build relationships with customers, which requires a deep understanding of human behavior and emotions. While AI can be a valuable tool, it’s important to remember that it’s a means to an end, not an end in itself. By viewing AI as a partner and focusing on the unique strengths of humans and machines, marketers can create campaigns that deliver results and leave a lasting impression.
