Marketing professionals and experts have been talking for quite a while about how artificial intelligence will take over countless marketing functions.
Is this actually the case?
Indeed, AI is progressively being incorporated into an increasing number of marketing tools and operations. However, many of the other advances that were promised haven’t yet materialized — nor do they seem notably close.
It seems to me that although AI is no doubt revolutionizing certain specific operational marketing functions such as advanced customer segmentation (for example, platforms for customer data and data managementOpens a new window ) and programmatic media selection and buying — the sector isn’t exactly embracing AI-powered tech across the board.
And the findings in a new report from Advertiser PerceptionsOpens a new window back my assertion. The business intelligence company, in fact, revealed that half of advertisers say they have no plans to bring AI into their operations.
What I find particularly interesting is that this number is significantly higher than last year’s 36%.
As AI’s influence in marketing matures, marketers are starting to understand better what it actually brings to the table and, more importantly, its persisting limitations.
AI can be negative
There’s been a lot of hype surrounding the many potential ways AI could optimize brands’ marketing efforts.
Thing is, many of the AI options currently available just aren’t good enough, and haven’t necessarily proved worthy of investmentOpens a new window .
In its 2020 State of Branding ReportOpens a new window , Bynder revealed that nearly four of every five marketers worry about the influence of automation and AI on branding, finding that more than half of marketers are anxious that these technologies could diminish creativity, reduce jobs and affect differentiation.
Considering that longer-term brand building is a key priority for many companies in 2020, these limitations are significant.
Dianna Christie also explains that “one reason for marketers moving slowly to embrace AI could be that there is no central authority within organizations to oversee the tech.â€
Why marketers should care
Nobody denies that AI and automation can transform the marketing landscape. I’m simply arguing that this isn’t going to happen anytime soon.
The recent relevant data is proving that there is a clear gap in skills and knowledge regarding the integration of this technology into many of our operations. Data point: Only 27% of companies that use AI for marketing are actually in charge of the technology.
Meanwhile, the risks of automation damaging a brand’s customer relationships by lacking a ‘human touch’ and limiting marketing creativity are very real and understandable concerns.
So, on one hand marketers shouldn’t worry too much about AI in the short-term.
On the other, though, they should take these report findings as a warning. Although there’s widespread rejection of over-incorporating AI and automation, Advertiser Perceptions also points out in its report that marketers are preparing for their use of AI to evolve as they become more comfortable with the technology.
As the relevant technologies advance, the benefits they offer will be hard to ignore. From improving overall efficiency and reducing costs to taking personalization capabilities to the next level, the current rejection of AI won’t last.
Smart marketers will start to dip their toes in the space now, getting to know the most important new technologies and learning the basic functions of such tools.
According to the Advertiser Perceptions report, AI is most used now for customizing existing creative (42%), campaign strategy (20%), social media posting (54%), digital out-of-home campaigns (45%), TV and connected TV video ads (36%) and to develop banner ads (60%).