Let me lead with the conclusion- Artificial Intelligence in Marketing is necessary AND inevitable. Because the opposite of Artificial- Intelligence is Real- Stupidity, right? Just joking.
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Artificial Intelligence is like a very efficient, very sharp Executive Assistant, our Man Friday, the Jeeves to our Bertie Wooster, the Watson to our Sherlock Holmes.
It has its good points. It has its bad points. But there is no doubt that it is becoming necessary to marketing communication and its presence is inevitable.
This article explores the extent to which it has already taken over our work and the extent to which we should allow it to.
Take a look at the Google Search Trends chart shared below: World over, fundamentals of Marketing Communication i.e. Brand Building, USP are taking a backseat but AI related topics like Personalization (made possible by AI), Remarketing (yet again, based on AI) and MarTech are enjoying far more interest.
The scenario is not much different for India, though Brand Building does enjoy a tad more interest in India as compared to the worldwide average.
As is obvious, Artificial Intelligence (AI) is top of mind for marketers. Though AI has been around since 1956, the relatively recent creation of Machine Learning (ML) has made it more usable and multipurpose, thus enhancing its use in marketing.
AI and Marketers- Who should lead whom? Machines learn but they cannot learn or master marketing fundamentals. At least not yet.The building blocks of any memorable, effective marcom are well defined differentiator (USP), detailed marketing strategy, customer segmentation, identifying the trigger for purchase and activating it through brilliant storytelling.As Bill Bernbach says, “Getting your product known isn’t the answer. Getting it WANTED is the answer.”
AI, martech, adtech help with the ‘getting your product KNOWN’ part but creating that elusive WANT in customers is purely marketing’s purview.
AI and ML can help with just a few of these building blocks like identifying customer segments and purchase triggers. For the rest, we marketers need to hold the reins. But we are just so enamored by BIG data generated by AI, that we have forgotten the fundamentals.
It seduces us with possibilities of hyper personalization and customization.
Now, whether this is a good thing or not, only customers can say. We marketers obviously would be happy to do one-on-one communication at a mass scale, that too at a reasonable cost. Omni Channel, Location Based Marketing, Remarketing, Intelligent Search, chatbots, etc, are all possible because of AI.
Now, whether this is a good thing or not, only customers can say. We marketers obviously would be happy to do one-on-one communication at a mass scale, that too at a reasonable cost. Omni Channel, Location Based Marketing, Remarketing, Intelligent Search, chatbots, etc, are all possible because of AI.[…]