AI at Your Organization: Cheers or Jeers?
People tend to fear things they’re not familiar with. And it’s happening in reaction to the introduction of artificial intelligence (AI) to marketing. AI utilizes the technologies of machine learning, natural language processing, and more. Misunderstandings and information gaps has left some marketers concerned about being displaced from their jobs by robots.
The reality is more nuanced. AI solutions will help marketers do their jobs more effectively, without necessarily replacing them. The following three considerations mitigate against widespread marketing job losses.
AI is in Its Infancy
Artificial intelligence is a sweeping term that covers computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, and decision-making. Many helpful AI use-cases exist, but few have yet been executed. For better or worse, we still have a way to go before marketers use AI at scale.
AI Requires Set Up
To use AI effectively, you need large data sets. Organizations that already work with big data are positioned to see immediate results with AI. For those not currently indexing data, Paul Roetzer of PR 20/20 has this advice:
“Start by assessing opportunities to get more of your data—discover insights, predict outcomes, devise intelligent strategies, personalize content across channels and tell automated stories at scale.”
Ownership
Advanced marketing and sales technology typically have an in-house product owner. Because of the complicated nature of these tools and technologies, the product manager needs to massage the relationship between AI and the organization using it. This is something to consider when determining if your business has the resources to leverage one of these powerful solutions.
Find more context around AI deployment in Roetzer’s original article below.
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