Everyone’s talking about AI, yet the conversation is somewhat dystopian. Many quickly envision a Terminator-like future in which chatbots and sorting algorithms run and ruin our lives simultaneously. Still, as is often the case with emerging technology, the reality is a little more complicated.
AI is a tool, albeit a powerful one. And like any tool, it has specific uses, advantages, and disadvantages. For this post, we thought it would be useful to break down some digital marketing tasks that AI can make easier and more efficient. Of course, nothing’s perfect, so we’ll also look at places where AI sometimes falls short.
Putting AI to Work: The Benefits
Enhanced Precision with Target Audiences
AI is perfect for dividing customers into coherent, manageable groups. That, in turn, will help you understand, anticipate, and use customer affinities and activities. Marketing campaigns benefit when strong data provides a more direct connection with customers, translating to improved ROI.
Search Engine Optimization
This is another arena in which AI helps marketing campaigns excel. SEO is always evolving to meet the demands and changes of the marketplace, and AI allows savvy marketing teams to adjust swiftly and efficiently. Creating content, improving it, and helping it adhere to changing norms is easier when AI is factored in.
Content Generation
AI can help efficiency grow by leaps and bounds when generating marketing content. The volume of written work required to produce copywriting materials, email campaigns, website content, and other essentials can tax resources and personnel. AI makes all this easier and more efficient, and when used correctly by a skilled employee, it can also deliver high-quality results. Of course, AI wasn’t used to write this blog post. Or was it…?
Everything has costs and benefits, and in this regard, even pioneering technology like AI is no different. Below are a few downsides to consider when using AI tools:
- Content Quality
If you put AI to work generating content, you can’t simply plug in what you want and get a perfect result. Machine learning allows chatbots to generate text at a rapid rate, but that doesn’t necessarily translate into high-quality marketing material. In fact, if the content AI produces is not checked and vetted by a human being, it can regurgitate formulaic material for all of your clients, who might even notice the repetition of stale phrasing and poorly worded copy.
- Data Accuracy
The data that chatbots and related AI use to train themselves is the core of their functionality. And since that data is not contemporary, you might find that AI-generated content misses the mark regarding timely developments and trending concerns online. Obviously, such things are important to any digital marketing campaign, so you’ll need to address outdated material when it shows up.
Want to learn more about how you can implement AI? Call us at 203-746-5901! You can also email us at sales@BlueOrchidMarketing.com today to schedule a consultation to discuss our digital marketing services.