To AI, or not to AI? That is a question.
What's the deal with the chat AI flurry?
POVAI
“Machine learning”, “AI-driven marketing”, and “bots” are far from new in the tech and digital marketing world. Yet, the recent flurry around ChatGPT, Bard, and other chat AIs have increased awareness, accessibility, application, and acceptability. So how good or bad is chat AI for marketers to employ?
Let the opinions flow!
AI can become an incredibly powerful tool for many contributors - copy writers, content creators, CRM and email marketers, coders, the list goes on. Employing AI can expand the output of lean teams and small businesses with a coat rack of hats. However, like any tool, it’s only as effective as how well it’s made (data input and logic) and the user wielding it (motives and intentions).
The Positivists say:
Increased production: Would you rather one newsletter draft properly researched and edited in a few days or dozens in an hour? AI can also analyze large amounts of data quickly, thus expediting an otherwise tedious and manual process, like content creation and market research.
Personalized messages: Wisely, you prefer your customers to receive tailored messaging versus generic. AI can create more effective messages and customer service interactions that demonstrate to your customers that you are best suited to fulfill their needs.
Automated, optimized campaigns: AI’s data breadth and depth can optimize campaigns based on customer behavior, profile traits, patterns, and purchase behavior to then automate campaign segmentation and execution.
The Pessimists say:
Poor quality and inauthenticity: Outputs are generic, vague, and miss the mark on tone, voice, and depth appropriate for my needs. One would need to then spend the time to tweak and refine, which in the end could be far less efficient.
Privacy issues: AI-driven marketing can raise privacy concerns, as it requires collecting large amounts of customer data.
Risks human capital: AI is putting humans out of jobs which harms livelihood and economy.
The Torn say:
Efficient, but lacks authenticity: AI can spark creativity and break through creativity blocks, yet how much of a creator’s voice and authenticity may be lost?
Potential, but lacks quality: AI can keep content king. Yet it’s also said that trash in is trash out. The quality output is only as good as the root data and the inputs.
Technology makes our lives easier, but at what cost: Technological advancement is necessary, yet let’s not forget the human beings and livelihoods that are directly impacted. While AI will replace some customer service employment, for instance, we hope that another door opens for those roles to evolve with elevated impact in our world.
At this juncture, MTM is optimistic for intelligent, ethical tools to maximize output. We believe digital transformation makes way for more meaningful work. As we are strong advocates for efficient workforce enablement, we embrace and seek tools to enhance not only the output, but the human interaction throughout. Technology and tools to take the burden of tedious, repetitive tasks, giving more space and time for human transformation, relationships, and strategic thinking. How will you use AI?