Changes in e-marketing – should you be afraid of AI?

Marketing powered by solutions based on artificial intelligence allows you to achieve a rapid increase in conversion in a short time. Although there are plenty of reports in the Network and industry magazines that confirm its effectiveness, we can also find skeptics’ doubts alongside this type of content. We already know that AI is actively changing the future of marketing – but for the better?

Marketing in the hands of AI – questions about the revolution

Tools such as the learning sales assistant or intelligent lead generator have already significantly increased revenues of many leading brands (e.g. Epson America, HubSpot, Amazon). Players of smaller caliber, who have so far opted for traditional marketing proven over the years, sometimes wonder if these solutions can be considered scalable. The answer is – definitely yes. Each of the giants for whom optimization of advertising campaigns using AI is currently the daily bread, began by testing its capabilities on a microscopic scale.

Another potential problem in the eyes of some entrepreneurs seems to be the involvement of artificial intelligence in marketing automation processes. Will this type of move irritate customers if the technology proves imperfect? Are they not primarily looking for individual, spontaneous interest in their needs that a computer program cannot provide?

Here it is worth pointing out in advance that automation tires consumers only if it is based on repetitive, devoid of creativity schemes. Machine learning is the antithesis of this situation. The real-time learning algorithm combined with marketing automation will create in the client’s mind the impression of contact with live, reactive intelligence interested in solving his problems. The best example here is the dynamics and variability of responses generated by algorithms harnessed to Google Ads campaigns.

Artificial intelligence with a human face – unique openness to the customer

Specialists in the field of AI do not hide the growing excitement of the possibilities that the implementation of intelligent technologies opens in the field of marketing. At the same time, however, the industry attached to traditional sales models often reacts with distrust to difficult to understand innovations. Will the implementation of AI solutions make direct interaction with the client – in-person or through web content – a thing of the past?

To dispel these fears, all you need to do is look closely at marketing areas in which AI seems to be producing the most spectacular results today. This will include accelerating and streamlining profiling of the target group, striving for greater precision in offering personalized content or services, as well as managing advertising in a way that will not be burdensome for the consumer.

Hence, the use of artificial intelligence in the practice of marketing activities by no means tends to erect a wall between the seller and the buyer – we have a chance to observe exactly the opposite. AI contributes to the birth of advertising, the creation of which will be a real pleasure for brand employees, and reception – the beginning of an interesting, unforced interaction with the customer.