In marketing, Artificial Intelligence can play out its strengths where human capabilities reach their limits.
But even Artificial Intelligence (AI) has its limits: To fully exploit the benefits and potential of AI, you need human guidance and feedback on the achieved results. On the one hand people have to define exactly what they want and what output the intelligent system has to produce, but on the other hand there are also natural limits which AI cannot overcome yet.
WHAT ARE THE BENEFITS OF AI IN MARKETING?
The use of AI-based technologies has become inevitable for successful marketing. To find out what is relevant for each target group, massive amounts of data need to be evaluated in real-time, so advertisers can reach consumers at the right time with the right tool and message. To master this, many advertisers already make use of Artificial Intelligence, particularly Machine Learning technologies.
WILL WE BE REPLACED BY MACHINES SOON?
The fundamental change in marketing creates a natural fear. People are worried they may soon be replaced by new technologies and intelligent systems or even lose their jobs. However, the common thought of intelligent algorithms taking over the tasks of humans, is somewhat delusive. True, with the automation of certain activities more and more tasks can be carried out by intelligent machines. But that doesn’t mean they can replace humans entirely.
What matters is, that algorithms can be trained and used in such a way that the contact with the customer becomes more personalized. This does not mean that people in marketing will lose their job because their tasks are carried out by machines - rather, these tasks are being shifted, so that marketing staff devote themselves to creative tasks that cannot be taken on by machines.
THE NATURAL LIMITATIONS OF AI
An Artificial Intelligence is always as good as the data base it was trained with and works with. So, if the data base is not complete or relevant enough, an intelligent system cannot evolve on its own and make decisions based on that data.
Also, an AI or Machine Learning technology needs a specific assignment. AI is not curious per se. Often certain assumptions were made that need to be assessed by means of intelligent algorithms as to whether they are correct or statistically relevant. Humans set the standard and that’s how it should be.
NEW LIMITS FOR ARTIFICIAL INTELLIGENCE
As of May 2018, the EU General Data Protection Regulation (GDPR) will take effect and probably slow down the development and use of AI in digital marketing. Advertisers will then be dealing with questions like: What type of data can I use to train and activate AI? Where do I get this data? Who will be the owner of the Artificial Intelligence?
AI is like an assistant taking on routine tasks, automating processes and making suggestions as to which actions will lead to the best chance for success.
The coming years will show how much power is attributed to the AI in the future. If AI were to take on human tasks, then it needs to be designed in such a way that it supports humans in their work, and is accepted rather than feared – and for that we need human values.