A few years ago, AI became a lot more readily available to ordinary people and businesses alike. With this shift and the technology’s continual improvement, it’s no surprise that the presence of AI in digital marketing has become more profound in the 2020s. In fact, some actually believe it will eliminate the need for proper marketing processes.
So, will AI replace digital marketing? In short, no, but things are rarely that simple. AI has moved on from a chatty digital partner at work to a fundamental element of the marketing infrastructure. Your job isn’t going to be taken by a robot, but it could be taken by someone who knows how to work with that robot better than you do.
This article will explore the nature of AI and digital marketing today, giving a clearer view of the landscape and tips for staying abreast of the changing tide.
The day-to-day has become largely automated
One of the most significant shifts to come from AI digital marketing is that marketers generally have a lot less “manual labour” to do throughout the day. The kinds of things that AI can complete for marketing teams include:
- Bidding
- Budget allocation
- Basic audience segmentation
- Content planning & creation
- Basic research tasks
- Basic media buyer
Rather than actively completing these tasks, a lot of marketers are shifting to a model where they oversee and manage the output of the AI. The speed of execution has taken a backseat to the quality of judgement.
AI and SEO are connected (GEO)
Traditional SEO and AI have become increasingly linked recently, resulting in something that people are referring to as Generative Engine Optimisation (GEO) or Answer Engine Optimisation (AEO). The process is focused on ensuring that AI assistants, which many are now using as search engines, see your business as an authoritative figure to cite when delivering answers.
You’re essentially marketing to an AI engine, so the engine markets you to its users.
Authenticity is an invaluable resource
AI-generated content is one of the sketchiest areas of modern digital marketing. Yes, the images, videos and especially the written content created by generative engines can be very impressive. However, people still crave authenticity. Committing to the sheen of fully AI content will end up pushing people away due to the soullessness of the uncanny valley.
Prioritise actual original research, expert opinions and real human representation to ensure you don’t alienate potential customers.
Making yourself essential
AI needs to be used as a buoy for digital marketing techniques, rather than simply handing it the keys to the car. For now, at the very least, AI still needs a talented, intelligent human to manage its output. Similarly, logistics and marketing are built on partnerships, and delegating all emails and phone calls over to a robot will push more potential partners away than draw them in.
The reality is that you can’t just sit back and let AI do your job for you, but there’s no longer a right to a job for mediocre output. Use AI to speed things up, but don’t switch off your brain.
For more insights into digital marketing, check out our blog today.
