Don’t Let AI Put Your Marketing Creativity At Risk

Machine learning is far from new. However, there has been quite a buzz around new generative AI (like ChatGPT) over the past few months and how these types of tools are transforming the world of digital marketing as we know it.
One may argue that the sudden rise in interest is happening now because these generative AI tools are so easily accessible to the general public, giving anyone who is curious the chance to see their impressive capabilities. For example, you could ask ChatGPT to simplify paragraphs of text (on pretty much any subject) into a few easy-to-read sentences and watch the machine work its magic in a matter of seconds. Impressive to say the least.
However, if a business owner trying to build awareness for their brand asked ChatGPT to create a list of ideas for a new marketing campaign, they would find that the results to be predictable and unoriginal. That is because there is a huge difference between generating creative ideas and factual information. At the end of the day, this technology helps to prove that it is humans that have the vision, not robots.
Know the Potential Drawbacks of AI in Marketing
Over-reliance on AI tools has resulted in emerging negative consequences in the marketing industry, including:
  • High implementation costs
  • Data privacy concerns
  • Amplification of misinformation
  • Lack of creativity
Nothing Can Replace Human Connection
Great marketing has always been about being able to think outside of the box. As marketers, we can all agree that emotional intelligence plays a huge role in creating something memorable – an attribute that machines lack. Whatever you are selling, whether a product or service, is likely a commodity that is sold by a number of other comparable competitors in the market. Human touch and creativity in marketing is what will ultimately help your brand stand out from the rest.
It’s important to remember that generative AI is a tool, not a replacement. While AI technology has a number of leverages, it lacks the power of the most crucial component in marketing – creativity. By understanding these disadvantages, businesses will be able to determine where the use of AI is appropriate in their marketing strategies, and where it will cause more harm than good.