Artificial Intelligence (AI) is becoming an increasingly impressive and dynamic tool, but what we have realized is this: AI will never be able to replace a marketing team.
Don’t get us wrong, AI automation software that streamlines simple tasks has its place in marketing. These automation tools reduce repetitive tasks, segment lists, and easily add personalization. Sending automatic birthday emails, abandoned cart reminders, and segmented content based on customer triggers is highly effective and a powerful way to engage your audience.
However, while AI is transforming the marketing industry, it won’t be able to replace a team of dedicated marketing professionals. Here’s why:
AI is Mimicking, Not Creating
AI is purely powered by patterns and data. The AI systems trawl large amounts of data and regurgitate existing knowledge, ideas, and images. As a result, AI is not drawing on personal intelligence, creativity, or agency but rather predetermined algorithms that mimic human outputs. When it comes to content creation, AI produces dry imitations of human work that, more often than not, ring insincere, sterile, and unoriginal.
While AI systems may be able to generate an image that is technically proficient or text that is grammatically correct, it will not be able to create compelling, original work that truly engages your audience. AI is mimicking—even, at times, outright plagiarizing—existing works, not creating original content that is actually valuable to your business.
Creativity Can’t Be Automated
At its core, marketing is driven by creativity and innovation. While AI can analyze large datasets and make recommendations based on that data, it cannot brainstorm new, innovative ideas—it can only reiterate concepts that already exist. While AI is limited to pre-determined patterns, structures, and data, humans can draw on their unique life experiences and perspectives as an endless source of creativity.
Sometimes the best marketing decisions aren’t based in facts and datasets. While analytics are helpful, marketing teams often rely on their creativity, intuition, and instincts to make decisions, which is something AI simply cannot replicate.
AI Lacks Personal Touch & Individuality
In competitive markets, ensuring your brand can stand out from the crowd is critical. Brands must focus on stamping their unique identity on all their marketing materials, whether it is through their writing style, tone, artistic techniques, or other personal touches that are singular to their brand.
AI-generated work accelerates the loss of individuality in the same way mass production replaced original craftsmanship—going from one-of-a-kind to run-of-the-mill. In other words, AI systems produce cookie-cutter content that is technically functional but uniform, indistinctive, and completely forgettable. Rather than stand out, AI-generated content will force your brand further into the shadows.
AI is Devoid of Emotion
Building relationships through content requires keen emotional intelligence and empathy. It’s the X factor that marketing will always need. When creating content, the writer, graphic designer, or other marketing professional must first understand the customer and identify with their problems and needs before producing anything. This empathetic mindset results in content that the target audience can truly relate to and engage with on a deeper level. This type of content is not only highly effective in engaging and converting, but it is also incredibly memorable since it sparks an emotional response.
AI has no lived experiences or personal perspectives to draw on and is incapable of emotionally relating to a human audience. It cannot imbue its generated content with rich, complex emotions and feelings like a human can. AI-generated content is largely sterile and devoid of real feeling. It lacks the emotional depth and authenticity that is the hallmark of human creativity. Make no mistake—your audience will be able to detect AI’s stiff, inexpressive, and imitative style.
Human Judgment is Indispensable
Successful marketing requires a deep understanding of human behavior, particularly the needs, desires, and motivations of your target audience, as well as an understanding of ethics. While AI is capable of providing data insights on your customers’ behavior, it is not capable of understanding human emotion, psychology, and ethical decision-making—all of which is essential for making principled, effective marketing choices.
For example, if an AI system draws on biased data or unfairly targets a demographic based on the data it is presented, it may produce writing, images, and other content that is harmful, problematic, and not representative of your business and brand values. The content created by AI is based on patterns and relationships it has learned from existing data, but the AI has no true understanding of the meaning or intention behind the content. As a result, with AI-generated content, the possibility of missing the mark and offending your audience is a very real, ever-present risk.
What is your business’s goal when it comes to content creation?
Do you want to entertain, educate, inform, inspire, or convert? Whatever your goal is, every business needs original content that speaks to their brand identity and engages their audience. Contact us today to discuss content development and marketing strategies that will grow your business.