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What Role Does AI Have in the Digital Marketing Industry?

The big topic floating around the Internet at the moment is AI, and there’s a good reason for that. 

In some ways, the mixed views on social media and in the news are causing a mass hysteria (of sorts), in regards to people’s careers and their future. The careers we’re talking about is the future of digital marketing to be precise… 

But how can AI be a useful tool for the industry, rather than its competition? What features are out there that can improve the digital marketing experience altogether, and how will humans and our creative thinking stay on top? 

What is AI? 

Artificial intelligence (AI) is a simulation and application of human intelligence by computer systems. The process in which AI works is described as the following: 

“Ingesting large amounts of labelled training data, analysing the data for correlations and patterns, and using these patterns to make predictions about future states” (Source: TechTarget).

There are many different variations of AI, the most popular at the moment being ChatGPT, which has the industry up in arms over its copywriting potential. 

How can it benefit the digital marketing industry? 

This can be a hugely beneficial tool for the industry, but it doesn’t mean it will put humans out of business. AI, and ChatGPT specifically, can help to make digital marketing easier. With such large amounts of data, there’s no denying its capabilities, or its capacity for content ideas. Some of these benefits include: 

  • Develop content IDEAS (the creation and output is then up to humans) 
  • Provide more information and background on a topic 
  • Give insights backed up by data 
  • Provide personalised product or content recommendations for customers/audiences 

What are the disadvantages of AI? 

Although it has a lot of potential, it’s important to remember that AI will never replace human creativity and output. 

AI has limitations in the same way that other softwares do. They do not always provide correct answers, only answers that seem correct to humans. Similarly, the quality of answers are a result of the quality of the question (source: SearchEngineJournal), which then requires more time and effort from the person asking. 

In other industries, they are looking to ban different artificial intelligence altogether. For example, some science journals and publishers have banned contributor usage of ChatGPT, over concerns that it could “pepper academic literature with flawed and even fabricated research” (source: The Guardian). 

Ultimately, there’s no denying that AI can be a useful tool. But to think that it will replace digital marketing altogether is illogical. Artificial intelligence won’t be able to offer that personal approach that humans offer. 

If you’re looking to find that personal approach to digital marketing, then look no further than Tide 55! Let’s have a chat.

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