Artificial intelligence (AI) has become increasingly present in recent times, especially with the introduction of ChatGPT, developed by OpenAI, used for a range of purposes. From helping children with their homework, creating AI covers of songs, to helping candidates with responses during online interviews, its currently unregulated use has caused concern about its use and the effects it will have. The marketing industry is no different; with opinions split between AI being a helpful tool for creating engaging content, and concern about AI making Marketers’ work redundant. To help you form your opinion, the team at Spotlight Recruitment clarify how AI can make an impact on marketing practice.
Improved Customer Experience
A major benefit of integrating AI into marketing processes is that it can effectively improve the customer experience. AI can assist faster response times to customer enquiries and tailored content based on customer behaviour and purchase history insights via mediums such as email and digital advertising; These provide a more engaged and personalised customer experience. Focusing on enhancing customer experience can help achieve marketing objectives and ultimately encourage brand loyalty and increase sales.
Increased Efficiency & Productivity
AI should be viewed as a tool for marketers to harness and can assist content ideation and creation and make the process generally easier and less time-consuming. According to a recent report by Autonomy, the use of AI could help millions of UK workers move towards a 4-day working week through improving productivity and shortening processes.
There has been many examples of AI integrated into key operational processes, a prominent example being Buzzfeed. Buzzfeed is a global content-driven site which uses AI for all operations, including assessing probability of content going viral, as well as suggesting types of content the audience would like to see.
Although there is a perceived threat of AI replacing copywriters and content creators, at this stage these platforms seem to lack the creative flair and out-of-the-box thinking that is required to produce effective marketing content. It is hard for technology to replicate human insight including knowledge of puns, intertextual references, and inside jokes regarding the human experience which are prevalent within the communications we see today.
Whilst the concept of AI taking over can be daunting, when used in the right way, it can become a powerful tool to improve the marketing function through enhancing customer experience, driving growth, and increasing productivity.
Are you looking for an exciting marketing role where you can harness the latest technologies to create outstanding content? The team at Spotlight Recruitment would be happy to help you land your dream role, so be sure to get in touch today!
Spotlight Recruitment have been hiring standout marketing, digital, design and communications candidates for clients in all sectors since 2008. Read our 5* Google reviews from candidates and clients to find out more how we work. If you would like to discuss hiring plans, new roles or need market-relevant insight, you can reach us on 020 3008 4254 or get in touch at firstname.lastname@example.org.