Will AI Completely Revolutionize Digital Advertising
Many in the field of digital marketing have speculated about the potential impact of artificial intelligence on our industry ever since OpenAI released ChatGPT in November 2022.
Will in-demand digital workers like developers and copywriters be phased out?
How good will AI get in the future before we can eliminate the need for a support staff to respond to customers’ inquiries via phone, email, and live chat?
Can we fully automate the process of producing content like blog posts, photos, videos, and landing pages?
After using a variety of AI applications for the past three months, I can say unequivocally that the answer is yes: artificial intelligence will simplify and reduce the amount of marketing work we have to do, potentially leading to the loss of jobs for some. but not the experts in their field.
However, before we get into that, it would be helpful to define artificial intelligence and discuss its potential applications in marketing.
The goal of artificial intelligence (AI) is to programme computers to mimic human intelligence in everyday situations. This includes things like seeing, hearing, making decisions, and understanding language. However, it should be noted that AI functions at its peak when provided with accurate data and guided in the right direction by a human. And that’s why I think “prompting” is going to be the most crucial skill for every marketer to have in the near future.
The term “prompting” is used in the field of artificial intelligence to describe the act of giving an algorithm the information and direction it needs to make sound judgements. If an AI model is to be taught to identify pictures of cats, for instance, it will do better if it is given a large data set of pictures of cats to learn from, rather than a small data set of mixed pictures. If you’re using an AI model for advertising, you’d do well to feed it precise information about your target market’s problems, preferences, and actions, just as you would a human marketer.
That’s why it’s important to provide machines like Chat GPT with a wealth of information and plenty of examples of what we want them to do before they can truly revolutionise marketing and free us from mundane tasks.
For example, in the field of marketing, understanding who you’re trying to reach is essential. Certainly, AI can help with this by providing useful insights about the audience, but it can’t replace a human’s grasp of who exactly those people are. In order to fully comprehend the intended demographic and develop successful advertising strategies, it is essential to combine the capabilities of AI with human knowledge. Because of this, I think the most successful marketers will be those who can combine in-depth expertise in their field with the possibilities offered by AI to develop highly effective campaigns with less work and at a rate that is 10 times faster than anyone else.
The best AI-powered chatbots as of right now are ones that can write content, translate text, design graphics or logos, edit video, and/or code. All of these features are quite good as they stand, and many marketers make use of them; however, what developments are on the horizon? What are the next steps for AI, and how can we easily incorporate it into our advertising campaigns?
In my opinion, we’ll be able to put AI to use in four primary ways within the next three to five years:
1. Help Desk And Sales Force Automation
Picture for a moment an artificial intelligence machine that has been connected to your website or CRM for a few months, accumulating millions of data points from customer inquiries and the responses provided by your support team. To make your support available round-the-clock, it should be able to stand in for a human nearly entirely. In spite of the fact that it will still require human oversight, it should be able to answer any and all of your customers’ or prospects’ basic inquiries.
2. Generating Material for Consumption
Imagine if your YouTube videos could be converted into blog posts without any effort on your part, or if your voice could be turned into a podcast and uploaded to all the major podcast platforms. Once AI machines have access to our social media accounts, the potential for content creation is nearly infinite.
3. Internet Site Development
Imagine if we could tell a machine our offer details, our ideal customer, the colours we prefer, the voice we want to use, and the like, and in a matter of minutes, we would have brand new sales pages ready to go. Web developers and writers may soon have this option.
4. Marketing Optimisation
All the major social media platforms already do this by tailoring their advertisements to users’ preferences, but AI has the potential to take this practise to the next level. In the not-too-distant future, the advertising platform will likely do most of the work of matching relevant content with users based on their interests and keywords.
Although AI can be helpful in areas like data analysis and automation, it still needs human input and strategic guidance to function properly. Some jobs may become obsolete as AI is further implemented into the workforce, forcing employees to retrain for new roles. However, specialists will always be in demand because they have knowledge and experience that machines simply can’t duplicate. There is a bright future ahead for those who master AI and put it to good use.