The initialism (not acronym!) of the decade must be AI. Unless you’ve been in a coma or disconnected from the Internet for 18+ months, there is no way you could have missed it. Pervasive. Omnipresent. Game-changing. Revolutionary. Controversial. These are some of the words used to describe said technological revolution.
AI absolutely has its place. A myriad of use cases exist of how AI is revolutionising businesses across industries. From boosting customer service engagements, automating the mundane to using recommendation engines to cross and upsell, the value is clear and quantifiable. AI most definitely has its place, and more benefits emerge with each passing day.
Is AI the silver bullet? I believe not. AI cannot – and will not – replace human ingenuity, creativity, judgement and intellect. Sure, there are some who might entrust a generative AI tool to craft campaigns and associated messaging and creative. Am I one of those people? Most definitely not.
Call me old school, but I like to apply my mind to creative problem solving. I like to think. I like to interrogate and look at things from different angles.
In 2034, I might be proven wrong. But I highly doubt it. There is one thing the bots don’t have, and that is the human touch. The human perspective. Use AI, by all means. But use it responsibly. And apply a healthy dose of common sense.
#b2bmarketing #creativity #marketingstrategy
