The worldwide web is full of topics related to artificial intelligence, offering insights into the newest trends, advice, guides, and much more information on how this remarkable development can enhance various aspects of business. AI has even spawned new specialties, such as AI trainers, and is poised to create more in the future. Marketing and public relations (P&R) activities were among the first to experience AI’s benefits. However, every novelty generates various opinions, and AI is no exception. Professionals employing these tools hold differing viewpoints. In the article below, we will delve into AI’s positive and negative impacts on marketing activities and attempt to answer the overarching question.
Positive Aspects of AI in Marketing
Undoubtedly, AI can save a considerable amount of time and enhance employee efficiency. When equipped with the right prompts and tools, AI can be employed for tasks such as information retrieval, various analyses, content creation, writing, visualization, and even doing events for you. In essence, AI can handle almost anything one can imagine.
Another positive aspect is the ability of AI to cover some tasks traditionally delegated to assistants or outsourced to third parties. This positively impacts a company’s bottom line. Notably, AI excels at proofreading, helping reduce error rates when combined with other tools. However, it is essential to note that AI’s proficiency in this area is primarily for the English language and could be better with others. AI can also aid in adjusting the tone of your content, which is especially valuable when targeting diverse audiences.
While there are more positive aspects we could explore, the primary message is that AI brings significant time and cost savings. Furthermore, AI is evolving rapidly, improving daily and expanding its capabilities.
Negative Aspects of AI in Marketing
AI itself does not inherently possess any negatives. We do not subscribe to the notion that it will replace the need for humans, as some may argue. Instead, it will bring about changes that are generally beneficial. The primary issue we currently observe is that when inexperienced individuals wield this tool, it can adversely affect the lives of dedicated marketing professionals.
The challenge arises from the fact that, without proper fine-tuning and expertise, AI-generated content, visuals, and ideas often turn out average or, in some cases, completely bad. A comprehensive understanding of marketing fundamentals, the latest trends, factors influencing purchasing decisions, and other marketing and public relations aspects remains needed for success in this field. We believe that we will witness various scenarios in the future, including companies independently generating content and numerous self-learners offering content creation services. Consequently, there is a substantial risk that the quantity of content will increase significantly, with a corresponding rise in generic and even poor-quality content. This proliferation may make it more challenging for high-quality and authentic content to reach its intended audiences.
Will AI make marketing activities easier or not?
We have already addressed this issue partially in the previous section. Even before the advent of AI, our email inboxes and other media channels were bombarded with generic and poor-quality content. Studies have shown that human eyes encounter up to 5,000 sales messages and ads daily. Now, consider what may happen when the volume of ads increases, and their quality deteriorates even further. Or imagine a scenario where we purchase a product or service that appeared on the first page of a Google search, thanks to the assistance of bulk blog articles and other AI tools aimed at improving SEO rankings, only to receive a subpar service or product. This trend could lead to a diminishing focus on legitimate products and services. So, we believe AI may have a different effect than many expect.
Our conclusion is based on a historical perspective. Think back to the rise of mass emailing and social media messaging platforms. Initially, those proficient in sales and marketing leveraged these platforms to achieve positive results, employing excellent copy, engaging content, precise targeting, and more. However, not too long afterward, a significant number of individuals lacking expertise in sales and marketing joined the fray, flooding our inboxes, social feeds, and messaging apps with generic content and direct sales pitches. To compound matters, new products for automatic copy generation (those that take your product’s pain points and generate copy) emerged, ushering in a wave of similar content creators. The inevitable result is all too familiar: our inboxes are cluttered with unread emails, our social feeds are saturated with generic information, and our messaging apps are awash with blatant sales pitches. This culmination of factors has decreased attention and heightened difficulty in achieving desired results.
In summary, AI is not inherently harmful; it can offer substantial assistance even today. If AI continues to develop at its current pace, it holds the potential to achieve remarkable things. However, in the context of marketing, the future may present challenges. The proliferation of content could make it increasingly difficult to capture the attention of potential buyers. Nonetheless, this is a manageable obstacle, as marketing and public relations professionals who possess expertise in their field will find innovative ways to attract attention and win customers’ attention.