There are potential risks and drawbacks for relying solely on AI for marketing purposes, and so human involvement and collaboration are important in creating effective and high-quality messaging.
In marketing, AI is designed to work on HUMAN command.
- Google’s parent company Alphabet lost $100 billion in market value when its new AI chatbot Bard shared incorrect information in an advertising video.
- 59% of businesses report that they see a reduction in revenue by using AI without human intervention.
- 66% of consumers want more human involvement in designing and delivering their online experience.
Well-directed AI tools can mimic a brand’s identity but cannot be relied upon to generate or direct it. It lacks creativity, subjective thinking, and conscious thought, and relying too heavily on AI can lead to plagiarism, inaccuracies, and content that lacks emotional intelligence.
“Just because you CAN automate doesn’t mean you SHOULD. If a company makes its decisions purely on AI, it can lead to serious consequences,” says Derek Chew, CEO of Fullmoon Digital.
AI should augment human intelligence, not replace it.
By 2025, AI is projected to replace 85 million jobs globally. Chew, however, believes that although AI can help analyze and predict customer behavior, personalize content, and optimize advertising campaigns, without human direction and adjustment, the AI output lacks insight, humor, and structural diversity. Human sensibilities are required to ensure high-quality and clear messaging and easy readability.
“Businesses need to look for uniquely tailored marketing processes for each client emphasizing the importance of effective communication and consistent collaboration,” affirms Chew.
Derek Chew, CEO of Fullmoon Digital, can speak on the following:
- Why is human creativity important for AI in marketing?
- Why should marketers use personalized marketing strategies with AI?
- How will AI advancement affect marketing jobs and how to prepare?
- What businesses are harmed if AI is relied on too much without human intervention?
- Why are businesses seeing a reduction in revenue with the use of AI?
- How can digital marketers meet evolving customer needs to ensure their clients feel valued?
About Fullmoon Digital
Fullmoon Digital, founded by Derek Chew, a former early Yahoo! employee, is one of the few 100% independent digital marketing agencies in the United States. The firm is cross-functional, with deep experience in media planning and buying, digital consultancy, SEO, digital strategy, programmatic, analytics, performance marketing, paid media, social advertising, and creative. They push the envelope of what is possible in terms of marketing and technology, all the while providing best-in-class digital marketing service to their “pack” of clients. For more information, please visit www.fullmoondigital.com.