There are a number of myths and fears surrounding AI marketing technology, and these may in the very near future limit the ability of brands to stay competitive in the new world of marketing.
Marketing is a discipline built around testing, learning and refining. And when it comes to digital marketing, in particular, it is impossible for humans to keep pace with the changing algorithms and rules on the platforms brands use to reach customers. We need machines to help get the right message to the right person at the right time – at speed and at scale.
What we see with potential and current customers of Albert is a level of anxiety around what exactly the machine will be doing, and where we, as humans, fit into the equation. There is often a reluctance to let go of control, driven by a fear of being replaced or outshone.
So why are we scared of the very machines that promise to make our lives easier and free us up to do the creative jobs our brains were designed for?
Fear 1: The machine will take my job
It is no longer a question of whether humans and machine can or cannot work together; it’s a case of when? In a marketing context, people, quite simply, must be freed up from the highly repetitive and predictable work that is within the capacity of machines, so they can instead focus on creating the best customer experience.
The proliferation of AI and machine learning is not something marketers should legitimately fear. It’s a fact that humans and machines working side-by-side have created some of the best advancements in the human race.
- It was humans and machines together that landed us on the moon.
- It was humans and machines together that cracked the Enigma code during World War II.
- It was a human and machine working together that allowed the great mind of Stephen Hawking to continue to share his brilliance with the world after developing motor neuron disease.
And AI and machine learning can be our greatest marketing ally if embraced and used correctly. Machines can never replace the uniquely human ability for brilliance, original thought, creativity and care. But when it comes to marketing, AI can boost our analytical and decision-making abilities and ultimately heighten our creative outputs on a scale we’ve never before seen.
Fear 2: The machine will be better at my job than me
We see most of this anxiety in those whose job it is to deliver high performing digital campaigns, often with KPIs and bonuses tied to performance. When a business brings in an AI marketing technology, all digital marketers tend to see is the machine doing it more efficiently than they ever have or ever will.
This creates a real challenge in educating businesses about the benefits of AI. There are believers who embrace the technology for the long-term sustainability of their business, but we also see the flip-side to this. We see key stakeholders almost willing for Albert to fail, undermining the execution to justify the worth of the human on the account.
And this is very dangerous for any business. Why? Because people can leave your business at any time, taking with them the knowledge and know-how they have acquired. But the machines are permanent – they never go on holidays and they are on the tools 24/7 without the threat of burn-out. What’s more, they continually teach you new things about your business because they are able to analyse millions of data points, testing different approaches and channels, all the time bringing new customers and growth.
“We had to find a way to serve the right customer the right message on the right platform at the right time – and no human being can do this at speed and scale. The human element is really important when it comes to product, campaign, design and creative – but finding audiences (for less) is better left to Albert. What I knew without a doubt was that continuing to do it the ‘old way’ was never going to deliver new results and allow us to continue to scale. At some point we just had to bite the bullet and take the plunge – and I am so glad that we did it when we did… everyday counts now in this world.”
Luke Callavassy, Head of Innovation – Cellarmasters
In the world of marketing our roles are continually changing – that’s simply a fact. And humans alone cannot keep up with the rapidly shifting platforms and algorithms that dictate the digital marketing landscape, or any technological landscape for that matter. Functions of marketing are not being made redundant – they’re simply changing, as they have always done.
Fear 3: Loss of control
As humans, most of us possess the desire to control the process and outcomes of a situation. In the business world, this is perhaps even more pronounced as we’re expected to hit targets, deliver results and prove return on investment.
When using autonomous AI solutions such as Albert, marketers and business decision-makers are required to put their trust in the technology and the machine and let it ‘do its thing’ in order to deliver the desired outcomes. This creates nervousness and a sense of fear around the loss of control
These fears are all very natural – and it’s human nature to be apprehensive about the unknown. However, Albert AI marketing technology is not a black box of secrets – it’s a fully transparent glass box that can deliver incredible results if it is allowed to operate at its best; autonomously. That is, without the interference of fearful humans who will better serve themselves and their businesses by remaining focussed on inventing incredible strategy and moving creative to feed the machines.
It’s time for business leaders to stop fearing AI and start embracing its capacity to free our greatest assets – our people – from the time consuming and repetitive tasks that swallow up our time. Humans should instead spend more time focussing on the strategy, the stories and the creative that moves customers to action.