Planit Scotland

Will AI have our marketing jobs?

Will AI have our marketing jobs?

We hope not… 

AI, or artificial intelligence, is defined as “the theory and development of computer systems able to perform tasks normally requiring human intelligence.”

Unless you’ve been swearing off all technology, it’s likely that you’ll have heard of it before, and (without sounding too spooky) even more likely that it’s living in your home. Think smart speakers, smart meters and the phone you might be reading this on. It’s even entered the art scene, resulting in concerns from people in creative industries and what it means for their futures. But how is it being used in marketing? And does it really have the power to take over our jobs?

AI in marketing

AI has the power to boost productivity, can gather and analyse large amounts of data and deliver highly targeted and personalised ads. It can help spot trends, allowing you to make smarter decisions in allocating budgets, speak to your customers in the form of a chatbot, and reduce human error (something we don’t need to worry about here at Planit anyway 😉). It can even create content and write articles when provided with a set of data! (Anyone remember this one?

Here at Planit, one of the ways we utilise AI is in the form of Performance Max, a newly introduced type of Google Ad campaign. Performance Max allows you to promote your products or services across the entire Google network through a single campaign, using AI to help display the right ads at the right time. Utilising them allows your advert to reach a wider audience and gain greater visibility! (To learn more about Performance Max, check out this blog.) Sounds pretty great, right?! 

Is it really all sunshines and rainbows?

Although there are benefits to using AI in marketing, there’s one thing that the technology hasn’t yet achieved: emotion. Although AI can deliver quick and efficient work, it lacks the human touch and emotional element that’s needed to truly connect with customers.

While AI can produce a graphic or string a sentence together, it’s often fairly generic… and sometimes not quite on topic.

So, in terms of it taking our jobs? We think that’s unlikely. Don’t come for us, robots!

In the world of marketing, you need to get under the skin of the business or individual you are working with, and to think outside of the box in order to capture people’s attention. And, being creative and tapping into the emotional values of your audience is essential if you want to be memorable and at the top of your customers’ minds when they need you most.

You also wouldn’t have the chance to work with some pretty fantastic people, such as our dream team… 

To sum it all up, AI is exciting and offers incredible opportunities across a range of industries, and we can’t wait to see how it continues to grow in the future. However, in terms of marketing, we think AI is better viewed as a collaborator, rather than something to be solely used if you want to build a real connection with your customers.

Its efficient and data-driven function can help businesses target customers and save money and time, though it lacks creativity and fails to tap into human emotion. It also doesn’t quite have the flare for puns we’ve got here at Planit! 

If you’re still looking to work with real-life humans, #JustAskPlanit.






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