AI! Being the buzz of the century one can safely say that AI is here to stay and to make sure it makes its mark in history when it comes to technology advancements.
When we think of AI today, we can safely look back at a time when this technology was only something we saw in movies and wondered how life would be if this came true. But today, we are living and breathing in a world that is only getting more and more integrated with AI. While the thought is kind of scary for technology to take over so much, in my opinion, it is the way we embrace and learn how to use AI that will make all the difference.
For me, as a marketer in the digital space it becomes important to learn and adapt to this revolution But how it can help and enhance my life is up to me.
Today generative AI is transforming the world of digital marketing by providing all businesses with much more innovative ways to create and optimise content. With the rise of the number of tools available today, the best decision for us would be to embrace and take advantage of making tedious tasks automated, personalise campaigns on a larger scale and take customer engagement to the next level.
Let’s talk about AI and its benefits first. Especially in the marketing world, AI can help with content creation, Personalisation, optimisation and creation of video content. If I had to break up the above to simplify them:
Content creation: Today with the advancement of AI tools such as ChatGPT, Jasper and Copy.ai it allows everyone to be able to write. Now let me be clear here, AI is not meant to replace humans but to help as an advancement tool to make life simpler and the faster we acknowledge and accept that, the faster we grow. For content creation, AI helps with speed and efficiency.
Personalisation: Generative AI enables hyper-personalised marketing by analysing customer behaviours, preferences and data. When it comes to personalisation, AI can help with personalised email campaigns (The ones that always have your name addressed nowadays) or chatbots or Voice assistance which are available on multiple sites and apps.
Optimisation: SEO is an important part of digital marketing and generative AI can play an important part in optimising content for you on this. AI can help with Keyword optimisation, better structuring of content and automated Meta descriptions.
Visual and Video content Generation: Now this is a complicated yet exciting tool that AI has. In my personal opinion, I have been amazed by some of the video or visual content that AI can generate. (some scary times we live in ) But again if used properly it can aid a lot for digital marketing. Today’s AI tools generate high-quality images, videos and animations (with the correct prompts) making content more engaging and interactive. These tools today make it easy and cost-effective for brands where they do not need to spend lakhs on photoshoots etc and can generate very high-quality images from AI tools. Although, as I stated before, it is important to learn to give the right commands to your tool to generate and optimise to what you need.
AI, as a concept has a lot of benefits and a lot that digital marketers can gain from it but like anything in life everything has a good and bad but the art is to balance it out correctly.
AI comes with a few challenges and a lot of about the same has been raised several times before. Since anyone anywhere can access AI, how do we make it authentic. One image or one content piece can now be done exactly the same way. As AI is eventually technology there is always the chance of misinformation. If not checked, AI can create misleading or inaccurate information.
In conclusion, there is no denying that AI is here to stay and AI is here to aid to the betterment of digital marketing but to what extent will we allow it to rule over everything we do is only a question we will be able to answer. While AI enhances our marketing effort, efficiency etc but it is in no way meant to replace humans.
