OPINION: Why marketers must embrace rather than fear artificial intelligence

In the world of advertising and marketing, the evolution toward more sophisticated and personal engagements with consumers has necessitated a shift in focus from mere campaign impact metrics to the underlying reasons driving consumer behaviour. 

While traditional marketing models have achieved reasonably in their simplicity, they often overlook the complex journey a consumer undertakes, from initial exposure to a brand to the final action of purchase or loyalty.

The introduction of computer vision AI into this landscape offers a promising horizon for not just understanding but actively shaping this journey.

For marketers aiming to incorporate AI technologies such as automated content creation, augmented reality (AR) and enhanced personalisation advertising, starting can seem daunting, but has amazing rewards if employed ethically. AI is an enabler, rather than a doer. 

AI enables marketing professionals to tailor campaigns by analysing customer behaviour and preferences, delivering highly personalised experiences from product recommendations to targeted advertisements.

While AI has the above-mentioned capabilities, various marketers are worried that it will eliminate more marketing jobs than it creates. Indeed, the latest poll conducted by ADWEEK that sampled 350 marketers reveals that 46 per cent are worried, a larger percentage than the eight per cent who think the opposite will happen.

Even though AI is for sure taking some roles like programmatic ad buying that is fast replacing human media planners, AI copy tools which can now write basic content, making some junior writing roles less essential and real-time analytics platforms which have reduced the need for manual data-crunching teams, AI is automating tasks, not replacing strategic thinking.

Indeed, a new global study from the IBM’s Institute for Business Value found that surveyed retail and consumer product executives are dramatically shifting their focus toward AI, with responses indicating that participants project spending outside of traditional IT operations could surge by 52 per cent in the next year.

The report, titled "Embedding AI in Your Brand's DNA," reveals how brands are preparing for the next phase of AI-driven transformation across the enterprise.

By end of this financial year, retail and consumer products companies surveyed say they plan to allocate an average of 3.32 per cent of their revenue to AI—equivalent to $33.2 million annually for a $1 billion company. This investment is set to span functions such as customer service, supply chain operations, talent acquisition, and marketing innovation, highlighting AI's expansion beyond traditional IT applications.

Over the next three years, 92 per cent of companies plan to increase their AI investments. But while nearly all companies are investing in AI, only 1 per cent of leaders call their companies “mature” on the deployment spectrum, meaning that AI is fully integrated into workflows and drives substantial business outcomes. 

The technology has more merits than demerits. If well employed, AI is likely to help in reducing time spent on repetitive, data-driven tasks like content marketing, email, social media, or customer relationship management.

This approach not only increases customer satisfaction but also boosts conversion rates. By automating repetitive tasks such as email marketing and social media management frees up time for your marketing team to focus on crafting compelling content and analysing campaign performance.

Customers are becoming more restless. AI automation is vital considering that a recent study indicates that 82 per cent of consumers consider an “immediate response” to their marketing, sales, and customer service concerns to be important or very important. 

Furthermore, the majority of consumers define an immediate response as one that arrives within 10 minutes.

Furthermore, through predictive analytics, natural language processing, machine learning, and programmatic advertising, AI allows marketers to process and analyze huge amounts of consumer data quickly. I can also extract insights about consumer preferences, motivations, and purchasing behaviour, as well as broader trends.

Businesses are gaining deeper insights into their customers through social media, reviews, and customer service interactions, and this understanding allows brands to tailor messaging to inspire greater customer loyalty.

At least 94 per cent of marketers say AI technologies positively impacted revenue in 2024, and 95 per cent plan to increase AI investment in the year ahead, according to a new study of 600 U.S. and U.K. marketers by research firm Sago and conversation analytics software company Invoca.

This, it does by optimizing campaigns, personalizing customer experiences, and automating tasks, leading to increased efficiency and effectiveness in reaching and engaging customers.

The innovation has the ability to analyse data, predict customer behaviour, and personalize marketing efforts translates to more effective targeting, higher conversion rates, and ultimately, greater revenue. 

Now that you can rest easy knowing that artificial intelligence won’t replace human marketers, it is now high time marketers take interest and invest in a digital marketing apprenticeship. 

The writer is the Head of Marketing Jubilee Health Insurance