Don’t let AI replace your marketing efforts!

I’m not the first to share my opinions on AI and marketing, and I won’t be the last. Artificial intelligence (AI) is no longer just a buzzword; it’s a powerful tool that is transforming how we approach marketing. But don’t let it replace the human touch.

There's often a misconception that AI is here to replace us marketers, which couldn’t be further from the truth. Instead, AI is a tool that enhances our capabilities, allowing us to be more creative, efficient, and effective in our work. I’ve blogged some of my experiences so far in my AI journey, and other elements businesses should consider.

One of the most significant benefits I've experienced is the way AI has helped generate content topics for blogs, socials and other mediums and summarising long paragraphs of text. When used correctly it can offer suggestions on the pains and challenges faced by small businesses I support, as well as research into industries I’m not familiar with. This allows me to craft content that truly resonates with readers, making my marketing efforts more targeted and effective.

A common misconception about AI is that it will take over a marketer’s role, but this couldn’t be further from the truth. AI is a tool that requires human oversight to be truly effective. The ideas it generated might be good, but it's not perfect. It still needs the human touch to ensure that the content sounds authentic and relatable. Make sure you review and adapt it before sharing.

I’ve seen some people rely too heavily on AI to draft their entire article, social media post or report. Often, it’s because they don't know how to use it effectively. AI is a powerful tool, but like any tool, it needs to be used correctly to get the best results. This is where seeking support or consulting an expert in the field becomes essential. I’ve been doing lots of trials and testing recently on ChatGPT and attended dedicated webinars to learn tricks of the trade to support my clients.

Moving away from content ideas, AI shines in automation to streamline repetitive tasks, freeing up more time for creative and strategic work. For example, AI can automate email marketing campaigns, ensuring that the right message reaches the right audience at the right time. This not only increases efficiency but also enhances the customer experience by making interactions more timely and relevant.

Another aspect is its ability to deliver highly personalised experiences to customers. Imagine being able to tailor your marketing messages to each customer based on their individual preferences, past behaviour, or even their real-time interactions with your brand.

For instance, a small online retailer could use AI to recommend products to customers based on their previous purchases or browsing history. This not only makes the shopping experience more relevant for the customer but also increases the likelihood of a sale.

Another example could be using AI-powered chatbots on your website to engage with visitors in real-time. These chatbots can provide personalised responses, guide users to specific products, or answer frequently asked questions, enhancing the overall customer experience.

For those who are hesitant to adopt AI, my advice is simple: keep an open mind. Start small and evaluate it. AI is becoming increasingly prevalent in all aspects of digital marketing, and to stay ahead of the competition, it's essential to adapt.

As we look to the future, I’m excited about the possibilities AI brings to the table. I would love to see more support for those with accessibility needs. AI has undoubtedly enhanced my capabilities as a marketer, and I’m confident it can do the same for small businesses to create more meaningful connections with their customers, driving engagement, loyalty, and ultimately, growth.

The key takeaway is that AI is here to support marketing, not replace marketing. Content is king and you need to ensure your message resonates on a personal level, the human element is what makes marketing truly effective.