A few days ago I read a phrase/quote or something that I no longer remember on my social networks. It said something like (I’m going to paraphrase it very badly), but it’s the idea:
Artificial intelligence will not replace human labor. But those who will do so are the people who use artificial intelligence as a tool.
I kept thinking that it is an opportunity -again- for marketing and some digital positions that will surely be a trend in the coming years.
If something has characterized the great marketers, businessmen, publicists, it is having a very complete vision: that it goes beyond what is currently being done. They are always forming and/or making decisions based on the future. It is clear that it does not work in all cases, of course, but I always say that we must at least keep an eye on what is coming. And in this sense, I think that artificial intelligence and all the tools that are beginning to be used will have their boom in a few years.
I say in a few years because it always takes us a while to adapt to new technologies. To make an analogy, according to adaptation theory, it takes us at least 20 years to adapt a new technology. This means that only in 2023 can we already consider the Internet as part of daily life. That this tool is just making its way into everyday life and people perceive it as something from day to day.
Social networks have this same phenomenon: Facebook, for example, although it was born around 2006, its boom was in 2010-2011 and there are people who are just entering that social network. Not to mention others: TikTok has been gaining strength for at least 3 years and there are still people who do not adapt. Further: the utility in marketing is not yet seen.
I think something like this will happen with artificial intelligence: suddenly there will be a boom and thousands of utilities that we can give to marketing, production, digital and many others that we must be prepared for. Not doing so will allow others to take advantage, on the one hand, and not use it in favor of our brand.
In this sense, I think there are some points to consider for the benefit of human work through artificial intelligence. I think this will happen in general:
I believe that it will improve the customer experience directly in e-commerce by optimizing articles, labels, etc, etc. Something that dynamic ads already do on some social networks, for example.
You can improve consumer behavior and motivations. Artificial intelligence will be an insight machine. The data by itself is irrelevant. We need someone to interpret them and learn from it.
You will create more personalized marketing based on audience demand. We have already seen this in the changes that Google and Facebook have gradually implemented at the machine learning level. Still, big data and artificial intelligence will help create closer relationships with people to help drive conversions for brands.
It will help create texts, photos, videos for brands. Although, the same as I say, it is not going to replace a filmmaker, for example, it can help to produce materials. Whether texts, images, videos, etc. Far from a competition, surely a trend is coming where only AI videos will be used. In which case, if we are not prepared, it will be losses for our brands or agencies. Or at least an opportunity to sell a lot more with the help of AI.
This topic does not end here. It is debatable from several angles. Many have their negative opinions, perhaps more motivated by Hollywood movies where AI helps to crash the system and catastrophic events happen. Mainly I think it will help, never replace
And that, in favor of marketing, can be very interesting in a few years. In the meantime, we’ll see.
What do you think?