I was asked to put together a topical article sharing our view as a full-service ad agency on marketing in the current climate. AI is obviously a hot topic, as businesses work out where it fits, and where it doesn’t, especially now as many explore if it can help reduce costs or resources. So is it a magic bullet for you?

Well, let’s put it to the test.

ChatGPT prompt: Is AI right for your small to medium business marketing?

Here’s what it has to say:

Benefits of AI in Marketing

1. Enhanced Customer Insights AI tools can analyze vast amounts of data to identify patterns and trends in customer behavior. This enables businesses to create personalized experiences, predict future trends, and improve decision-making.
2. Improved Efficiency Automating repetitive tasks such as email marketing, social media posting, and customer service chatbots can save time and resources, allowing business owners to focus on strategic growth.
3. Cost Savings By streamlining operations and reducing the need for extensive manpower, AI can help SMEs cut down on marketing costs while maintaining effectiveness.
4. Better Targeting and Engagement AI-driven tools can optimize marketing campaigns by analyzing data in real time, ensuring the right messages reach the right audience at the right time.
5. Competitive Advantage Small businesses that adopt AI early can gain an edge over competitors by offering more personalized and responsive customer experiences.

Challenges of Using AI in Marketing

1. Initial Investment Costs Implementing AI solutions may require a significant upfront investment in tools, training, and infrastructure.
2. Data Privacy Concerns Handling customer data responsibly is crucial, and businesses must ensure compliance with regulations such as GDPR to avoid potential legal issues.
3. Learning Curve AI technology can be complex, and SMEs may need to invest time in learning how to use it effectively or hire experts to manage it.
4. Over-reliance on Automation While AI can handle many tasks, it’s important to maintain a human touch in marketing to build trust and authenticity with customers.

So there you go, asked and answered. Well, sort of….While much of this is true, I would also think about (wrote this myself, just saying)

1. It sounds like AI. The AI answer above mentions ‘maintain a human touch..’. I think they’ve undersold this. AI copy is essentially an aggregation of averages (also known as ‘derivative dribble’), pretty hard to get unique from that. The content creators craze tells us that customers want colloquial, unique tones and styles. Use AI to explore your ideas but make sure any copy sounds like you. Great copy is a craft. Avoid the vanilla.
2. It’s an ATM. You get out what you put in, and it’ll take a bit out of your account each time. Better inputs will always lead to better outputs, and this part takes human thinking. Don’t forget you’re helping it learn for the benefit of everyone, including your competitors. You may have other ways you like to give back.
3. More isn’t always better. AI might open up the opportunity to make more; more videos, more articles, more images. But just because you can doesn’t mean you should. The tight resources in small businesses and start-ups are the same pressure that often makes diamonds. Do a few things well. Case and point made with this new AI-heavy Cadbury ad. Great movies shouldn’t have a sequel, and neither should this.
4. Ownership. While it’s often not top of mind for a smaller local company, brand equity is the single biggest asset line on the balance sheet of nearly every large B2C business around the world. If you make it in AI, it isn’t yours

   

   . Might not matter much now, but if you have growth plans, it’d be worth having a good think.

So, sure, use AI, it’s a great tool to automate repetitive tasks, or produce something more affordably. But don’t forget to create a unique style and voice that’s actually interesting to people, avoid make-for-the-sake, and be careful what you own and what you don’t.

Creating unique brands, campaigns and advertising is what we do, and yes we sometimes use AI tools too. If you need some help give us a shout, we can catch up over a real coffee, probably still made by a human.