The Smart Marketer's Guide to Artificial Intelligence Marketing: Part 3

Marketing in the age of AI


The Smart Marketer's Guide to Artificial Intelligence Marketing: Part 3

Reading time: 2.5 minutes

Potential Risks of AI Marketing

If you are thinking of using AI technology in your marketing efforts, it’s as well to be aware of the potential risks or downsides as well as the benefits. As these technologies continue to develop and improve, marketers will have to improve along with them or risk losing business to competitors who are jumping on the AI wagon. While AI will make marketing efforts better in many ways, here are some limitations to be aware of as you consider your options.

Limitation 1: AI Cannot Replace the Human

This is a real concern, and for certain jobs, it’s not a matter of if, but to what degree. According to research by Forrester, 16% of U.S. jobs will be replaced by AI by 2025.

However, computers can’t do everything without humans. AI can offer efficiencies and solutions, or make logic-based decisions. Yet algorithms can sometimes fail disastrously. They are certainly not always right and they cannot contextualize data to make accurate judgments all of the time.

There will always be a deep need for creativity and innovation in marketing, which can only be provided by humans. Humans must set up and implement AI solutions and feed AI systems with the information required for them to learn in the first place. And only human intervention can correct mistakes in AI solutions. Marketers will still be needed to plan, design and run marketing campaigns.  In the end, AI may only be one piece of a whole, integrated marketing plan. No marketer should put all of their eggs in one basket.

Limitation 2: Your Customers May Hate It

Customers don’t always like using chatbots or automated phone services. Your customer may have a unique problem you have not anticipated, and so chatbots will need human management. It should never be a game of set it and forget it. If you are using these services, make sure they are supported by real people and that customers can easily get in touch with a human if necessary. 

Limitation 3: It’s too expensive

Because of their complex nature and because of new and evolving applications,  AI technologies can be expensive. There can be additional costs for training and maintenance of these technologies as well. Organizations don’t normally have trained staff who can manage these AI applications, so they have to outsource.

If you decide to implement AI marketing techniques, do it thoughtfully. There really is no replacement for human-to-human contact, so if you have dreams of AI taking over all your marketing tasks, you’re probably not living in the real world.  And humans still have to strategize and ideate and come up with creative solutions beyond whatever efficiencies, advantages or cost-savings these technologies may provide.


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Topics: Digital Marketing