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AI in Marketing: The New Tool on the Block

We live in an era where Artificial Intelligence (AI) is no longer just a buzzword but a tangible asset for business owners. It's a tool with enormous potential to craft, streamline, and personalise customer experiences.


But tools are only as good as those that wield them, and without proper oversight, we find ourselves wondering what is real and what is, in fact, fake news.

You see, AI can make it frighteningly simple to bombard the world with messages. Yes, brace yourself because it has never been easier to spam or be spammed. It reminds me of the line from Jurassic Park, "your scientists were so preoccupied with whether or not they could, that they didn't stop to think if they should."





As more tools crop up, making it easier to create and launch an online course in 15-minutes, think about whether it is actually part of your strategic plan.

You see, although we are so connected and seem to rarely disconnect and turn off, true connection is becoming rare - the kind of connection with a business that resonates and lingers.


As a small business owner, you're likely looking for ways to stand out, to be noticed, understood, and remembered. Not merely to add to the white noise that fills our inboxes and social feeds. The question is, how can you use AI, not merely for the ease of reaching out, but for the art of crafting relationships?


AI is Only as Good as Its User

Let's face it, AI is here to stay. But to harness its power effectively, we must remember that it's only an extension of the person wielding it. The clever use of AI for marketing does not lie in letting it run amok with a database of emails.

AI can generate personalised content, predict customer behaviour, and automate mundane tasks, but it needs the human touch to make it meaningful.


Pre-Built Bias: The Invisible Hand

AI is not immune to bias because it's built by humans, and consciously or unconsciously, these biases seep into algorithms. We, especially as small business owners, need to be aware of and actively work against these biases.

AI is only as unbiased as the data it’s trained on, and if the data contains gender stereotypes, the AI will perpetuate them. in 2019 a report was released that found only 12% of programmers working on AI were female. So the programs that you are using to target and connect with your audience – may be based on stereotypes of your audience. And by using them, it can reinforce them. No wonder people feel disconnected and not seen.


Representation is important.





Knowledge vs Information: A Delicate Balance

We're swimming, no, drowning, in a sea of information that AI readily churns out. But more information does not equate to more knowledge. The ability to decant and absorb knowledge in this digital age is becoming more crucial. As a tool, AI can find and even interpret data at an unprecedented scale, but it's our responsibility to provide context and relevance -- the framework for turning data into insight.


In Closing: Use AI, Don't Let It Use You

Remember, at its heart, marketing is about stories and emotions that make your brand or product stick in your audience's memory. AI certainly opens up new chapters in this narrative, with capabilities unimagined in previous generations.

But as we embrace this brave new world of AI-driven marketing, let's not forget that it's the human elements - empathy, creativity, and intuition - that make the real difference.


Being seen and heard is about striking chords with your clients, not just keys on a keyboard and creating content for the sake of content.


As you step into this landscape where AI tools are at your disposal, use them with care. Utilise AI to amplify your reach, but never at the cost of the personal touch that defines your business.


After all, spamming someone is easy; connecting with them is an art.




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