5 Reasons Why AI Is Not Your Content Marketing Silver Bullet
If you think AI has all the solutions to your content marketing problems, think again. While Artificial Intelligence (AI) has enormous potential in the field of marketing, it also has certain limitations that are worth considering:
The most crucial point. As author Daniel Goleman rightly said, “Artificial intelligence may be able to process information and make decisions, but it will never have the empathy and emotional intelligence that are essential to strong relationships and effective communication.”
AI tools lack the personal touch and emotional connection that is often critical for building strong customer relationships.
AI algorithms can only work within their programming, so they may struggle to come up with truly innovative ideas or unique perspectives. And we all know how game-changing creative marketing ideas can be. McDonald’s Social media strategy that had/has us all cracking up or thinking “no they did not just post that” and Dove’s ‘Real Beauty’ campaigns come to mind. AI tools have a long way to go before they can generate creative campaigns that capture the cultural zeitgeist.
The accuracy of AI algorithms depends heavily on the quality and quantity of data they are trained on. If the data is biased, incomplete, or outdated, the AI system’s decisions and predictions can also be biased and hence ineffective…and often wrong. *clears throat* the recent 100 billion Google Bard inaccuracy…if you know, you know. The reality is, one has to be a subject matter expert in order to make sure the AI engine is responding with truths.
“AI is limited by its programming and data. It can generate new ideas and combinations, but it lacks the ability to truly understand the context and emotional impact of its creations.”
– Fei-Fei Li (American Computer Scientist)
AI algorithms may not always perform well in complex, unstructured, or highly dynamic environments, such as in the case of emerging trends or new technologies. When you have a thousand moving parts, parameters and trends to consider for your next big marketing campaign, an AI tool better not be your first choice for the planning.
The use of AI in marketing raises ethical concerns, such as privacy, transparency, and accountability. AI algorithms are using “training data” for their responses. The question is what are the logistics around credit, permission or fair use enforce if personal data, authored content, art and images created by someone else are used for AI responses? There are lots of discussions about exponential plagiarism without obtaining consent. There is also the debate if AI helps or optimizes one’s job or is it a replacement for some professions.
About the author
CoFounder, Marketing Curators
UC Berkeley | 15 years B2B marketing experience | expertise: demand gen, digital & online, content, design.