Although AI has advanced in many ways and is helping to boost brands to achieve their sales goals, it still cannot come up with the perfect marketing campaign you desire to have for your business. This might come as a surprise considering the technology has excelled in other areas like data polling and analytics that relate to customers and target audience. However, this advancement in analytics and targeting does not mean the technology is ready yet to know how to effectively craft marketing campaigns. This is because there is more involved in marketing campaigns than data analytics and collection.
Marketing also involves addressing the emotional side of the buyers and this is something the algorithm might not be configured to work with. Saleh Stevens has been working with various technologies for business development and he possesses good knowledge about AI and its impact in marketing. Here are the reasons he gives to vindicate the statement that AI is still not able to come up with perfect marketing campaign.
The use of context in highlighting brand experiences
Most of the things that inform motivations include context and when you are addressing your target audience, you need to share contextual information that touches on what they can relate with. On this, you need accuracy and effectiveness and the problem with AI in the current world is that the technology is designed to show general information that is not specific to the things the user is looking for. Brand preferences are part of creating an effective marketing campaign and this is something that is not easily captured by many algorithms, so when you miss this part the entire marketing process is rendered unreliable and might not return any results.
Data interpretation and injecting context
It is known that AI has particularly excelled in data interpretation and collection, but one aspect it fails is to relate this data with the context that is required. It is necessary to capture the brand perceptions that exist among buyers to decide whether these perceptions can be influenced. Most algorithms don’t have the capability to define the experiences that should be developed to appeal to buyers. Machines work perfectly while offering data to assist marketers locate prospects that can be pursued, but they lack the functionality meant to create personalized experiences that can attract the attention of the target audience.
Creating the human experience
More than ever before, machines are able to mine and interpret data. AI has changed the way we analyze situations and has been useful when making decisions. However, as a marketer you should always remember to include the human experience in your marketing copies, which might not be easily replicated when the agent left to manage the whole process is a machine. You want the campaign to sound human and not robotic, so you have to capture all the emotional aspects that reflect the lives and preferences of the target audience.
That is why AI will excel in matching the users with the right ads but when it comes to creating content that is as accurate as the preferences of the users the technology fails to perform as required. But this does not mean we are far off creating the first flawless marketing campaign from AI. Saleh Stevens points that as time proceeds and with the fast-paced development of the technology, soon AI will be close to creating a human-like campaign that is no different from what any stellar marketer would achieve. Therefore, its inability today does not mean there is no room for improvement; just that it might take longer.