AI Challenges: 5 Key Challenges for Marketing Managers Using AI

Marketing Advice - 07.12.23

There’s a lot of talk about Artificial Intelligence and the transformative impact AI is having on businesses in all industries, specifically in terms of amplifying their marketing efforts. Yes, AI offers marketers powerful tools and capabilities to enhance productivity and improve their campaigns; however, navigating AI-driven marketing is not without its challenges.

AI Challenges and Solutions 

In this blog, we’ll explore the different types of concerns surrounding AI, and we’ll also look into what marketers can do to counteract these hurdles. So let’s get into it and explore the five key challenges that marketing managers using AI will frequently need to address, beginning with GDPR and ending with AI-generated content, and how it poses problems for SEO. 

1. GDPR Compliance

One of the significant challenges for marketing managers using AI is navigating the complex web of General Data Protection Regulation (GDPR) compliance. As AI systems process and analyse vast amounts of data, ensuring these processes adhere to GDPR guidelines is very important. Striking the right balance between utilising customer data for personalised marketing and respecting privacy regulations is an ongoing challenge.

Consider a scenario where a company employs AI algorithms to analyse client data for personalised product recommendations. If the AI system is not properly configured or lacks robust privacy measures, there's a risk of unintentional data exposure or misuse which will lead to GDPR compliance issues.

Practical Tips 

The challenge lies in ensuring that AI processes align with GDPR guidelines to safeguard sensitive information effectively. This entails implementing strong data protection measures by regularly auditing and updating security protocols. However, to further enhance data integrity, it is advisable to incorporate an additional layer of security by ensuring that all AI outputs undergo thorough reviews by your dedicated compliance team. 

Businesses should also regularly train employees engaged in AI processes to promote a culture of data compliance and awareness. Monitoring and adapting AI systems to changing GDPR regulations will be necessary for protecting sensitive information in line with legal standards. 

2. Intellectual Property (IP) Concerns:

Intellectual Property (IP) refers to legal rights that protect creations of the mind, such as inventions, designs, symbols, names, and artistic works. It encompasses various forms, including patents, trademarks, and copyrights. 

The use of AI in content creation raises concerns regarding intellectual property. 

This means marketing managers must be vigilant about understanding and respecting copyright laws to avoid potential legal pitfalls. Balancing the benefits of AI-generated content with the protection of intellectual property rights presents a delicate challenge, however. So, what’s the solution? 

Practical Tips 

Business owners can take several measures to protect their intellectual property (IP). 

  • Firstly, they should identify and document all aspects of their creations, innovations, or unique branding elements that qualify for IP protection, whether through patents, trademarks, or copyrights. It's essential to register applicable IP rights with relevant authorities. 

  • Additionally, implementing confidentiality and non-disclosure agreements when sharing sensitive information with employees, contractors, or partners helps protect against unauthorised use. 

  • Regularly monitoring the market for potential infringements and taking swift legal action when necessary will send a strong message to others who might consider doing the same.

  • Finally, by simply educating employees about the importance of IP protection and creating a culture of awareness within the organisation, you can better protect valuable intellectual assets.

3. Fact-Checking in AI-Generated Content

With the growing role of AI in content creation, the importance of thorough fact-checking becomes crucial. Any good marketer will fact-check to ensure that the content is accurate and aligns with the brand's messaging. So the challenge here is striking a balance between the efficiency of AI-driven content creation and maintaining factual accuracy. 

Practical Tips 

Marketers can guarantee factual accuracy using several techniques: 

  • Implementing a rigorous validation process. This can be achieved by cross-referencing information with reliable and verified sources. For instance, choose authoritative websites that are specialists in the subject matter you need clarification on over domains that are less trustworthy.  

  • Having colleagues review the content is also helpful because they can catch mistakes that you or the AI might miss.

  • It's also a good idea to regularly update and improve the AI system based on feedback to make it more reliable. 

4. Image Licensing Challenges:

Visual content plays a pivotal role in modern marketing strategies. However, sourcing and using images through AI may inadvertently lead to licensing issues. There are two sides to this AI minefield that marketers need to cautiously explore. Such as; 

1: What happens when AI appears to replicate your image or a portion of your copyrighted image? This article by The Verge reveals how Getty Images took legal action against the developers of the AI art tool Stable Diffusion for alleged copyright violation. 

If an AI makes an image similar to an existing copyrighted work, it might break copyright law. However, determining if AI images infringe on copyright is actually quite tricky due to some key differences between AI-generated images and traditional works.

2: The second question surrounds who owns the copyright if the image is AI-generated. Copyright only protects creations made by humans, not AI systems. The terms of service for Deep AI, an AI art generator, say that anything made with its tools is copyright-free, and other AI art generators will have similar terms and conditions. 

Check out this LinkedIn article. It highlights the consensus, which seems to suggest that AI-generated images are usually free from copyright, meaning you can use them without legal concerns. However, this does not mean that a competitor can use an AI image you have generated. 

Practical Tips 

Similar to other creative works, AI-generated images are in fact subject to copyright laws, and as this NeuroFlash article points out, using them without permission could result in legal repercussions. It also advises staying informed about the latest legal changes in AI-generated images and copyright law and employing watermarks or metadata to indicate ownership.

To further your research into this grey and complex area of AI, explore this helpful resource from BuiltIn entitled "AI-Generated Content and Copyright Law: What We Know." It states that when it comes to training AI models, the use of copyrighted materials is fair game. This is due to a fair use law allowing the use of copyrighted material under specific conditions without owner permission, though ongoing lawsuits might alter this.

The article also declares that works created by non-humans, including machines, are not eligible for copyright protection. Consequently, creations generated by an AI model cannot be copyrighted. The only thing marketers can do is to make sure to check art platform terms, stay informed about rules, use reputable sources, and be aware of changing legal interpretations. As always, if unsure, seek legal advice to ensure compliance and reduce copyright risks.

5. SEO-Related Challenges

AI-generated content can present challenges for SEO due to its potential lack of uniqueness and relevance. Search engines prioritise content that provides value to users, and AI-generated content may struggle to meet these criteria if it relies too heavily on pre-existing templates or fails to capture the nuances of a specific topic.

Marketers need to carefully monitor and optimise AI-generated content to ensure it aligns with SEO best practices, maintaining a balance between automation and the creation of high-quality, original, and relevant content that resonates with both users and search engines.

Practical Tips 

For the best results, marketers should think of AI as more of an assistant to help create valuable content to engage and build credibility with customers and prospective customers. For SEO success, follow these simple measures:

  • Optimise Content: Make sure AI-generated content follows SEO rules, including using relevant keywords and proper formatting.

  • Quality Check: A good review of AI content will help fix errors and ensure it's high-quality and unique.

  • Personalise Content: Tailor AI content to suit your audience, making it more engaging and SEO-friendly.

  • Stay Updated: Keep AI algorithms current with SEO trends, and regularly monitor and adjust content based on performance.

AI Challenges and Opportunities 

To improve your AI strategies, we've provided essential practical tips to guide you through the challenges associated with AI. By being mindful of these potential pitfalls, marketers can make the most of AI. Currently, it's still a bit of a juggling act, but don't overthink it. AI is a powerful and ultimately helpful tool that will enhance and improve campaign targeting, provide data-driven insights, and automate routine tasks, thus enabling a more efficient and productive work environment.