AI is on everyone’s lips as the next big thing. In a perfect world, robots take on menial and routine tasks and leave the thinking to the humans. So what exactly will they help us with? In the world of marketing, some predict a machine age is coming, where AI technology makes human marketing professionals obsolete. Marketers are expecting AI usage to jump by over 50 per cent in the next two years. So, ready or not, here they come.
The future is now
The AI marketing revolution is all about seamless integration to make life easier through smart automation and intelligent processes. Most consumers are already engaging with AI without realising it—applications like product recommendations and predictive lead scoring (the likelihood a prospect will convert to a customer) have been in use by savvy marketers for years.
Bots up for a chat
Many consumers are having conversations with brands across social media and chat apps. Chatbots take it a step further and replace the human at the other end with smart AI. For example, news outlets on Facebook are already using these bots to deliver the latest headlines to users, via Messenger.
Typically, the bot understands your questions and answer much quicker than a human is able to respond. Sure, it can go a little wrong, but the technology is booming and won’t be going away anytime soon.
Designs on web jobs
AI web design platforms are already in use, building websites based on text, images and calls to action added by the user. Best of all, they pose a fraction of the cost of paying a designer, developer and software engineer.
However, in order to remain relevant, these AI platforms will need to keep pace with how our online consumption evolves—websites might not work the same way in a few years and not everything can replace the human touch. The ‘robots’ need the humans to feed them information about the client, the interface and the technology the consumer is using. Could you ever completely trust an AI platform to design and publish a website, without it being checked by human eyes?
Many marketers see personalisation opportunities as the key benefit of AI. The speed at which AI can analyse data means the next step up for user experience—think way beyond Netflix or Amazon suggesting content that interests you. Customers want authentic, genuine interactions with brands and products that single them out as someone special. The next level of ‘hyper-personalisation’, where marketing is targeted specifically to individual needs, will mean an end to a scattergun approach.
AI and the right data can bridge the divide with tools like dynamic web pages and landing pages to customise every customer interaction. Imagine every consumer getting the perfect marketing message at the right time in their customer journey. A smart AI app could analyse the data and deliver the right message a lot quicker than manual analysis by humans.
What’s holding AI back?
AI is ready to boom, but the marketing industry has three key concerns about its journey:
- Budget: it takes an investment to make AI work for your specific needs, and time to see any ROI
- Managing privacy issues: with great data, comes great responsibility and compliance
- A lack of skilled practitioners: new technology needs to be driven by skilled operators
AI may be creating your job, not taking it
If you’re looking for a specialisation in marketing or IT that’s ready to blow up, AI is calling.
AI is low-cost and super efficient, but it relies on being created, maintained and monitored by humans. So, marketing jobs aren’t under threat, but they will evolve. Ensure you’re equipped to drive innovation through technology with a Bachelor of Business from Griffith University or Swinburne’s Bachelor of Business, majoring in Marketing. Or brush up on your existing skill set with a single subject of uni study, such us Product and Service Innovation Management.
Like a new colleague, AI may take some getting used to, but soon you’ll be working together like a well-oiled machine. Or robot.