Fear not, marketers! Dive into data-driven insights to maximise ROI, harness AI’s power responsibly, and keep the human touch at the helm. Learn how to avoid budget-chasing algorithms and unlock genuine connections that drive sustainable growth.
Headlines blare “AI Marketing Revolution!” Promising automated ads, chatbots, and personalised email campaigns that skyrocket conversions and engagement. But before we drown in marketing buzzwords, let’s analyse the numbers:
However, hold your horses. A Gartner report paints a cautionary picture: by 2028, more than 50% of enterprises that have built large AI models from scratch will abandon their efforts due to costs, complexity and technical debt in their deployments (source: Gartner) Why the disconnect?
Before understanding the disconnect, we should understand AI better before being carried away by the crowd. It’s not just about the adaptation but rather understanding the requirements and the organization’s business model. Gartner has represented the hype cycle of AI with different types of AI products.
Where AI Lacks and Humans Lead: AI thrives on clear goals and well-defined data, but it lacks the vision, creativity, and emotional intelligence that drives successful marketing. Here’s how to unlock AI’s true potential while keeping the human touch at the helm:
1. Strategic Guidance:
2. Creative Fuel:
3. Constant Experimentation:
AI won’t consume your marketing budget, but using it unwisely might. Remember, it’s a powerful tool, not a magic spell. Embrace a synergistic partnership between data and creativity. AI automates the “what,” while humans define the “why” and “how.”
By harnessing the power of AI with the human touch, you can unlock sustainable growth and deliver not just clicks, but genuine connections that drive true ROI.
Case in point, Coca-Cola’s strategy to use AI creates customer engagement with the brand. Coca-Cola invited their customer to develop their digital artwork including the brand’s characteristic contour bottle and script logo. Customers were invited to submit their artwork, and the best artwork was displayed on digital billboards in New York’s Times Square and Piccadilly Circus in London. For this, they created their own AI platform and named the campaign “Create Real Magic”. (Source: Coca-Cola)
Coca-Cola’s simple initiative has helped them to develop an AI environment which helps them in lead generation and have direct customer relationships which in turn helped the brand in developing new campaigns and products.
So, embrace the future of marketing, but keep the human element in the driver’s seat. With data-driven insights and a touch of creative magic, you can make AI sing for your marketing strategy and unlock ROI that’s out of this world.
If any suggestions/recommendations or help are required, please feel free to contact me.
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