Why businesses shouldn’t be reluctant to implement AI into their marketing practices.

AI is taking the world by storm with many businesses dragging their feet from incorporating the likes of ChatGPT into their marketing practices – this is a big mistake, writes SIMON DELL.

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It’s safe to say, Artificial Intelligence (AI) is here to stay. Like an unsuspecting tsunami, AI has induced waves of excitement, fear, reticence, and confusion throughout many sectors, none more so than that of the marketing world. ChatGPT for instance, an AI chatbot with the ability to assist with tasks ranging from simple copywriting to highly technical coding, catapulted itself to over 100 million users in the space of only….wait for it….two months. For reference, the next most popular app to reach the 100 million user mark was TikTok which took 9 months.

It's no wonder then why some business leaders or marketing managers are feeling the ‘deer in the headlights’ affect that AI and ChatGPT is creating. The result being a general reluctance towards implementing this technology into their marketing campaigns.

‍Why are businesses reluctant to incorporate marketing AI?

Businesses may be reluctant to use AI/ChatGPT for their marketing for several reasons:

‍Lack of understanding: Many business owners and managers may not have a complete understanding of what AI/ChatGPT is and how it can be used to improve their marketing strategies. They may not know how to select the right AI tools or how to use them effectively. This lack of understanding may lead to a reluctance to invest in a technology that they do not fully comprehend.

Fear of the unknown: AI/ChatGPT is still a relatively new technology, and it may be seen as a risky or untested approach by some business owners. There may be concerns about how customers will respond to AI-powered marketing or worries that the technology may fail to deliver the expected results.

Cost: Implementing AI for marketing can be expensive, and many businesses may not have the budget to invest in this technology. The cost of developing and deploying AI models, as well as the cost of training staff to use them, can be substantial.

Lack of technical expertise: Implementing AI requires technical expertise, and many businesses may not have the necessary skills or resources to do so. They may not have the IT staff or data scientists needed to develop and deploy AI models or may not have access to the necessary tools and infrastructure.

Privacy concerns: The use of AI in marketing may raise concerns about data privacy and security. Businesses may be reluctant to collect and use customer data in this way, especially if they are unsure about how the data will be used or who will have access to it.

Ethical considerations: There may also be ethical considerations surrounding the use of AI/ChatGPT in marketing. For example, some customers may be uncomfortable with the idea of being targeted with personalised marketing messages based on data that has been collected about them.

How marketing consultants can implement machine learning AI into your marketing practices.

To be blunt, if you’re avoiding the integration of AI into your digital marketing processes, there's a good chance your competition will leave you in the dust. AI augments human intelligence to make processes drastically more efficient and effective than they've ever been, and it's only getting more effective from here.

Business models should consider implementing AI initiatives into their marketing practices as it offers several potential benefits, including:‍

Improved Persona Profiles: AI technology can assist businesses by providing a better understanding of their customer segments by analysing their behaviour, preferences, demographics, interests, and data sets. Using this form of market research information can then be used to deliver more personalised and relevant real-world marketing messages, thereby improving the customer experience and increasing engagement.

Efficiency: AI provides automation for several routine marketing tasks, such as lead scoring metrics, email marketing, and social media management. This can save time, streamline resources for businesses and improve workflow, allowing them to focus on higher-level strategic tasks. ChatGPT or CopyAI for instance can drastically reduce the time taken to produce content marketing pieces.

Improved targeting: AI algorithms can help businesses identify the most promising leads and target them with more effective marketing messages and use cases. This can lead to higher conversion rates, better forecasting, and improved ROI.

Instant optimisation: AI can analyse marketing data in real-time, allowing businesses to adjust their decision-making strategies and campaigns on the fly. This can help businesses to react quickly to changing market conditions and customer preferences.

Better customer service: AI-powered chatbots and virtual assistants can provide instant and personalised support to customers, improving their overall CRM experience and increasing customer loyalty.

AI marketing can help your business improve its marketing strategies in a variety of ways. By leveraging the power of AI, businesses can achieve greater efficiency, better targeting, improved personalisation, real-time optimisation, and enhanced customer service. This can lead to increased customer engagement, improved ROI, competitive business outcomes, and an enhanced bottom line in today's rapidly evolving digital space.

Simon Dell is the founder of Cemoh, a Brisbane-based company that delivers marketing consultants and services on-demand. Simon has consulted for hundreds of businesses from new start-ups to large ASX-listed organisations, across a broad selection of industries. For over 20 years, Simon has crossed every discipline – from creative and branding to strategy and digital. He’s built brands, directed videos, created a TV show, run social campaigns, and most recently, launched DrinkedIn, a new generation of business networking.

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