There is no doubt that AI (Artificial Intelligence) is going to play an increasing role in our lives going forward. And I can already see that happening in my line of work – Digital Marketing.
Type in ‘Role of AI in Digital Marketing‘ and you will see pages upon pages of relevant results. I spent some time reviewing these, and most of them wax eloquently on how Digital Marketing is going to be (or is already being) transformed for the better due to AI. Some of the areas where AI is presently being used in Digital Marketing include:
- Content Generation – AI is already being used to write news articles. And with the increasing consumption of visual content in the form of images and videos, AI can definitely help with the creation of content at scale.
- Audience Targeting – Leading digital advertising platforms that have huge amounts of data on internet users are now providing advertisers with options to target these users based on factors such as their interests and relevant digital activities.
- Personalisation – Combining both of the above to provide relevant information to individual users at scale.
- Optimisation – Machine Learning algorithms can help rapidly speed up the process of marketing campaign optimisation.
However, I get worried when I read stuff like how Digital Marketing can help with Consumer Behaviour Analysis, Predictive Analysis, etc. Implied in these statements is the belief that Machines can help provide a better understanding of consumers (and therefore, marketers do not need to spend as much time as present on these tasks).
I completely agree that AI can help with the process of analysis at a speed and scale that humans, even with current processing capabilities of computers, just will not be able to match. But it is important to realise that analysis is just a process and not the end goal.
The end goal, and the key role of any marketer, digital or otherwise, is Consumer Insights. And Insights is very different from Analytics. What does the analysis tell us about the actual thought process of consumers? This requires, in addition to data and analysis, a solid understanding of the business context, industry trends and consumer behaviour. Maybe AI could do all of the above as well at some date, but that’s a topic for another article. My view is that businesses have to be very clear of this distinction between analysis and insights.
The second point that I disagree with is Predictive Analytics. This fundamentally assumes that future behaviour can be accurately predicted by detailed analysis of historical actions. This might well be the case in certain standard activities that change very slowly (financial modeling, risk analysis, etc.) But I am skeptical about the application of Predictive Analytics in Marketing. The landscape, especially media and technology, is evolving so rapidly that I simply do not believe we have enough data to accurately predict future digital consumer behaviour. This article perfectly encapsulates some of these issues.
So, while I am not disagreeing that AI is already playing a useful role in some areas of Digital Marketing, it is not a magic bullet that will automatically help improve your Marketing. I would urge all businesses and marketers to invest time in learning more about the role of AI in Digital Marketing and build their own views on what might be relevant for their specific use cases.
In future articles, I will explore what the impact of this increasing role of AI might be on marketers (and marketing itself).