It is estimated that by 2025 over 30% of all outbound marketing material will be generated by AI, and it is not just in the marketing space where generative AI is likely to make some significant inroads in a very short amount of time.
The reach of this still new technology can already be felt across a wide range of different industries including the pharmaceutical, automotive, aerospace and microchip design sectors.
There are also concerns already being raised as to how future AI may impact our education, security, and communication sectors. So, as we move into the future.
Is generative AI going to play an important role in content and digital marketing?
The short answer is definitely yes, and the longer answer is that AI will not only change what we do and how we do it, but it may also change the way that consumers engage with all types of digital content and the marketing materials that we generate for our clients.
While some people may see this as a threat to their existing jobs or businesses, others will see it as an amazing opportunity to expand what they are doing now while offering new and faster services in a still undefined space, to meet the needs of their clients who are struggling to do business in an AI driven future.
Choosing the right automated content solutions
When it comes to choosing the right AI platforms or automated content solutions for your business or even just for your own personal use, it can be a very confusing process. Often a process that is in itself, very time consuming, chewing up more of your time than what you might be willing to spend.
We all know it is important to do your own research and your own due diligence, but in an ever-changing marketplace that is still very new, it can be hard to source the right information and feel confident in the decisions that you are making.
At The Marketing Experts we have been evaluating new AI based platforms and solutions against our own business needs and the needs and requirements of our clients for several years now, while continually seeking out those platforms or solutions that we think will emerge as industry leaders and provide our clients with the most growth and success moving forward.
Here are some of the things we have learnt along the way and some of the key considerations and risks that we have identified when it comes to making the right decision when adapting to an AI driven world.
Not all AI is created equal:
Understanding the nuances and capabilities of different AI systems and solutions is not always essential but it is however important to know that not everything with an AI badge or label does what it says on the tin.
Just like any new technology, AI currently comes in many different forms, and it can vary widely in terms of its capabilities and its potential applications.
So, to truly harness the power of AI, it’s crucial that you have experts evaluate the product and determine if it is indeed the right tool or system for the task at hand.
“Quality over Quantity” this will never change:
The potential flood of new content generated by AI is a risk to all brands and professional content writers, but the phrase “quality over quantity” will still apply. It may be tempting to use AI to push out streams of articles and social media content at a much cheaper and faster rate in an effort to reach your target audience.
But with the introduction of more AI testing platforms and the education of a wider audience as to the validity of AI generated content it will be the quality of the content that will continue to win out at the end of the day.
Follow the consumers and not the hype:
When we work with some of our clients we are often confronted with their personal FOMO (fear of missing out) concerning the adoption of new technologies, solutions, or digital trends.
This largely comes from what they have heard around the office or what they just read online, our advice is to always follow the consumer trends and not the industry hype.
For example, Chat GPT-3 has the fastest growing user base in history, with some 100 million registrations, and over 13 million daily users in just over two short months. Does this mean it is the right solution for your business needs? We prefer to look at the why and the what form of consumer usage and take a longer-term view rather than get swept away in the hype.
First to market is not always best in market:
As per my previous point, we are often presented with a platform like Jasper.ai or digitalfirst.ai that appeared to be first in their chosen market sector, but that does not mean they are the best solution for your business and it is not always a good indicator of quality or solution suitability. Doing your own due diligence and trying as many different platforms as you can before deciding to go with a provider is always the best advice, or you can work with a consultant that can define the solution for you.
So, in summary, it is OK to take a wait a see approach when it comes to generative AI and all of the other video and content-based AI solutions that will emerge in the months to come, but not for too long.
We are all familiar with Moore’s law and this time around the technology change is going to come at us a lot faster than it has in the past. Indeed, it may be those industry sectors who survived and learned from their “digital disruption” mistakes in the past, that will be best placed to adapt to a new way of doing business in an AI-driven future.