AI in Marketing.. A Great Opportunity or a Silent Danger?

Every day we hear about new advances in artificial intelligence and about trends through the use of AI technologies, especially in the world of marketing. AI (Artificial intelligence) is now used in content creation, data analysis, and even in direct communication with customers. In the CMO Survey this month, companies reported that 17.2% of their marketing activities now rely on AI, an increase of 100% compared to 2022, and this percentage is expected to rise to more than 44% over the next three years. Not to mention marketers' already existing use of AI technologies in their work.

But the most important question here is... Is this something Good? And can AI replace humans in marketing?

Yes! AI achieves impressive results... but!

We cannot deny that artificial intelligence has helped companies improve certain indicators: (according to the CMO Survey)

• Increased sales productivity by 8.6%

• Improved customer satisfaction by 8.5%

• Reduced marketing costs by 10.8%

These figures are excellent and have a direct positive impact on companies, meaning that AI is capable of achieving good results and accelerating marketing and production processes at lower costs. All this is good, but for how long?

The problem begins when we forget the human role

Personally, I believe that AI should be just a tool we use, not a mind that controls us. Marketing is fundamentally a human science based on understanding emotions, behavior, language, culture, and intuition. AI has no feelings or sensations and does not fully understand context; it consists of inputs, analytical tools, and then production. No matter how much it develops, it will continue to produce suitable content, but it will never be inspiring.

Here's the problem: Companies that constantly rely on AI for marketing will gradually begin to lose their voice and unique identity. To their customers, they will appear as repetitive, cold messages, as if a robot is speaking. This will negatively impact the company's image and customer trust. Supporting this opinion, according to the same report, customer retention rates and brand value have reached their lowest levels in the past two years.

Humans should lead... and AI should support

I am convinced that the human marketing manager and marketing team elements cannot be replaced. Artificial intelligence is excellent at analyzing data, creating reports, or even writing initial ideas for certain content. But who sets the strategy? Who understands the customers, the market, the culture, or the competitors? Who creates real creativity? Who manages this data and monitors changes that occur? It is the human.

The real role of AI is to provide support to save time so that humans can think more deeply, more focused, and creatively. If companies use AI in the right way, it will be a supportive ally. But if it is left to speak about companies and on behalf of humans, we are facing similar copies of a large number of companies without identity.

Finally... we need to balance our use of AI. We are today at a crossroads. Either complete automation and robot domination as the smart tool that leads humans, causing marketing to lose its soul and theories that enrich us in our knowledge of consumer behavior and purchase psychology. Or AI is used as a smart tool led by humans who understand their audience and their feelings and preserve their company's identity and brand personality.

Frequently Asked Questions About AI in Marketing

Can AI completely replace the human marketer?

No, AI may help in accelerating certain tasks and analyzing data, but it cannot understand human factors such as emotions, culture, and context. Marketing needs a human mind to lead and guide.

Are there risks from over-reliance on artificial intelligence?

Yes. Complete dependence on AI can lead to loss of marketing identity, repetition in content, and a cold impression among customers that they are dealing with a machine rather than humans.

How can a balance be achieved between AI and the human element in marketing?

By using AI as a supportive tool that helps with repetitive and analytical tasks, while humans remain those who set strategies, create content, and lead the brand vision.

What is the future of AI in marketing science?

In my opinion, AI will play a larger role in the coming years, but will still need a human mind to guide it. Smart companies will be those that know how to use AI without losing their identity.

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