Over the past 2 years, artificial intelligence (AI) has seen what can only be described as an astronomical rise in popularity, with ChatGPT leading the charge. The platform reached 1 million users within just 5 days of its launch, a number which has now grown to 400 million weekly users (and rising).
So, it’s safe to say AI isn’t just a buzzword, and it’s not another passing trend we’ll see fade into oblivion. Like it or not, we have well and truly entered the AI Age.
But what exactly is AI? How can we use AI to enhance our marketing? And most importantly, what are the risks and areas where AI should be avoided?
what is AI in marketing?
AI has drastically changed the game for marketing (and basically every other industry). It’s opened the doors for highly personalised customer experiences, streamlined processes and sophisticated data analysis. New marketing tools are introducing AI every day to improve efficiency and reduce workloads.
However, it’s not without its drawbacks. With every advantage, there is reason to approach with caution.
how can AI be used in marketing?
idea generation
As marketers in today’s world, we’re constantly creating content. We’ll be the first to admit that sometimes the content block is real and those ideas just aren’t flowing.
Free AI chatbots can make an excellent tool for generating and building on new ideas (like a friend to brainstorm with). The key is creating an effective prompt and giving as much information as possible. Always format your prompts to include:
persona: this is where you include information about yourself, which will help the chatbot deliver more relevant information. For example, I am a Social Media Marketing Manager for a high-end clothing retailer.
task: this is the actual task you want the chatbot to help with. You’ll want to be specific here, while remaining concise (leave as little to the robot’s interpretation as possible!) e.g. I need to brainstorm content ideas to be used across social media platforms for the month of May.
context: providing as much context as possible is the best way to get useable results. e.g. The content will be posted on Instagram, TikTok and Pinterest, and so will need to be used to create a mix of short form video and image posts. The target audience for the content is women aged 25-40. The content will take on a sophisticated tone.
format: let the chatbot know how you would like to receive the results e.g. Give me a list of 10 different ideas.
To ensure these align with your brand, we recommend using these ideas as the foundation and building from there.
extra tip: To ensure your AI tool really understands the brief and gives you the best possible result, always ask “is there is any more information you need to complete this task” and respond accordingly.
sophisticated data analysis
One of AI’s most revolutionary applications in marketing is the ability to analyse huge amounts of data with more accuracy and in just a fraction of the time it takes a human. It can catch patterns and trends in the masses of data that an analyst might miss.
This data can then be used to gain meaningful insights into everything, from predicting future market trends and understanding consumer preferences, to identifying which customers are at risk of churn (aka leaving the customer group).
enhancing consumer experience
For marketers, creating a good Customer Experience is the name of the game. Thanks to AI’s sophisticated data analysis, we can now deliver better experiences than ever before.
Where traditionally marketers would generalise their audience, AI allows for hyper-personalised experiences. Algorithms can analyse behaviours, preferences, and interests on an individual level, then modify the user experience to be effective and valuable to that consumer.
An example of this in action is Netflix’s personalised recommendations, which look at the user’s viewing habits and preferences to recommend movies and shows they’re more likely to watch.
But it doesn’t end there, the applications are everywhere – AI-powered customer-service bots provide 24/7 support on websites; targeted advertising shows consumers products they’re interested in (and therefore more likely to buy); and AI-driven CRMs keep customers informed about relevant sales and promotions, helping brands stay top of mind.
increased efficiency
With AI taking on much of the heavy lifting, it’s no surprise that improving efficiency is one of the biggest advantages of AI in marketing.
Platforms like Meta Business Suite, Google Analytics, and HubSpot already incorporate AI features to automate repetitive, time-consuming tasks — from scheduling content to analysing campaign performance.
things to be wary of:
(un)creative content
While it can be tempting to throw a prompt into ChatGPT and copy + paste whatever comes out, we implore you to blend AI-generated ideas with your own human perspective.
At the end of the day, AI is a robot that lacks the empathy, creativity and soul needed to create marketing that truly resonates. Marketing requires emotional connection, and AI can often miss the nuances, contextual clues and cultural references that human brains can provide.
This often results in content that feels generic, repetitive, and noticeably robotic, an inauthenticity that not only your audience will pick up on, but search engines will as well, potentially impacting your website SEO rankings.
So don’t copy and paste; refine and personalise.
even robots make mistakes
AI can only draw from what it knows, aka historical data, which means it’s often behind on emerging trends, and can’t foresee sudden market shifts or changes in consumer behaviour.
What’s more, AI systems rely entirely on the structure of their algorithms and training data, and so an overreliance can lead to narrow viewpoints, biased output and straight up incorrect ‘facts’.
It’s essential to use critical thinking when utilising AI as a tool. Always question (and double-check if in doubt) the accuracy of the output and whether it actually applies to your audience and goals.
data privacy concerns
Perhaps the most major concern for using AI in marketing is that it relies on consumer data to generate insights, which raises the issue of data privacy. As such, it’s on us as marketers to ensure compliance with data regulations, and to be transparent about how customer data is being used.
over-dependence on the machine
If you stop exercising, you’ll lose muscles. And if stop using your own creative and analytical marketing skills, and instead leave it up to AI, you’ll lose those too. It’s the age-old adage: use it or lose it.
Depending on AI in marketing too heavily will risk diminishing your own marketing abilities – so keep AI in your back pocket and keep exercising those marketing muscles.
dodgy AI tool recommendations
Almost all major marketing tools now offer some form of AI, with truckloads of recommendations on how to improve performance. Sounds great, right? But remember — these platforms are also trying to make money, and so some of these recommendations are, shall we say, less than beneficial to businesses.
In our own work in performance marketing , we’ve seen these recommendations quickly drain budgets, create odd ad placements, and lead to poor user experiences (we’re looking at you, Meta Advantage+ campaigns).
So while the platforms may pitch an easy DIY experience, getting help from the pros might actually save you thousands (Psst… that’s something Brindle are very good at.)
the takeaway
So where does this all leave us? Artificial Intelligence is undoubtedly the driver of a new age of technology, and AI in marketing is no longer some futuristic concept. Refusing to adapt will only leave marketers and businesses falling behind in a world that’s developing at lightning speed.
However, it is also very much an ‘approach with caution’ situation—evolve with the tech but be critical of its limitations and the potential risks of overreliance on it.
At this point, AI simply cannot replace a real marketing team. If you’re relying heavily on AI, it might be time to get professional support.
Get in contact with the team at Brindle to learn how we can help you achieve your marketing goals and optimise results, with a human touch.