Unsure About AI in Marketing? Define Your Position - Native, Emerging, or Obsolete

Marketing Advice - 05.10.23
Purple graphic with the words: "Unsure About AI in Marketing?"

In the highly competitive B2B marketing space, the influence of artificial intelligence (AI) is expanding and reshaping our industry. It's no longer a question of whether AI is relevant to your business but rather how to harness its potential for optimal results. Using AI not only saves businesses time and resources but also boosts their performance beyond what conventional manpower can achieve. We've integrated AI into our own marketing strategies, experiencing improved productivity and enhanced services that consistently yield better results. When used correctly, AI elevates good operations.

When considering how businesses currently adapt to AI, you could perhaps categorise them as follows:

  • AI Native, 

  • AI Emergent

  • And AI Obsolete. 

As you consider your business’s trajectory five or ten years from now, think about how you want it to be categorised. According to Business Focus Magazine AI can boost productivity by as much as 40%. 

AI tools can 

  • automate repetitive tasks, 

  • streamline workflows, 

  • and offer valuable suggestions, 

thus allowing marketers to concentrate on more productive activities. We're not suggesting that AI take over. Besides, AI has its own set of limitations. We're simply emphasising its potential to assist and complement existing processes. AI can aid your team to enhance the overall efficiency of marketing efforts, helping you stay competitive and avoid falling behind. 

Before we get into the positive impact AI can have on your business, let's clarify the distinctions between AI Native, AI Emergent, and AI Obsolete companies.

  • AI Native companies often have advanced AI technologies, like machine learning and natural language processing, as integral components of their products and services. They demonstrate a high degree of adaptability and agility in adopting new AI advancements.

  • AI Emergent companies are in the process of incorporating AI into their operations and strategies, but they may not have fully integrated AI across all aspects of the business yet. AI Emergent companies are often in a transition phase, building AI capabilities and gradually optimising their use of AI to improve efficiency and outcomes. They are open to AI's possibilities and are actively investing in AI development.

  • AI Obsolete companies have not embraced or adapted to AI technology in their operations or strategies. They may be relying heavily on manual processes and outdated systems, missing out on the benefits of AI in terms of efficiency, data analysis, and decision-making. These companies may face challenges in remaining competitive in a rapidly evolving business landscape where AI is becoming increasingly prevalent. 

But certainly, we shouldn't overlook AI's limitations, which include:

  • Lack of Human Connection: Chatbots, a common AI tool in marketing, may not have all the answers due to their limited responses and data availability.

  • Inaccuracies: Even with the right data, AI can sometimes struggle with reliable sentiment analysis and other tasks, leading to inaccuracies which is why fact-checking is crucial.

  • Data and Human Support Needed: For AI to work well it currently requires large, high-quality datasets and some human help to process and organise the information.

  • Lack of Human Creativity: While AI can be creative, it has its boundaries in comparison to human creativity. Human creativity draws from a wide range of inspirations and abstract thinking that AI cannot replicate in the same way.

How Does AI Help Marketing?

Overall, however, the benefits AI offers outweigh the negatives, providing a multitude of advantages to both business and marketing such as: 

  • Enhanced Efficiency: AI automates repetitive tasks, freeing up human resources for more strategic activities.

  • Personalised Marketing: AI can analyse vast amounts of data to create highly targeted and personalised marketing campaigns.

  • Data-Driven Decision-Making: AI provides valuable insights and data analysis, aiding in informed decision-making.

  • Cost Savings: By automating tasks and streamlining operations, AI can reduce operational costs.

  • 24/7 Availability: AI-powered systems can operate round the clock, ensuring businesses are always accessible.

  • Improved Lead Generation: AI can identify potential leads and prospects more effectively.

  • Predictive Analytics: AI can forecast market trends, customer behaviour, and demand patterns.

  • Enhanced Productivity: AI tools can help employees work more efficiently, boosting overall productivity.

  • Reduced Errors: Automation reduces the likelihood of human errors in repetitive tasks.

  • Content Creation: AI can generate content, such as reports, articles, and social media posts, at scale.

  • Real-time Analytics: AI provides real-time insights, enabling quick adjustments to strategies.

  • Scalability: AI systems can handle growing workloads without a proportional increase in resources.

  • Improved Compliance: AI can assist in ensuring regulatory compliance through data monitoring and analysis.

  • Customer Insights: AI can extract valuable customer insights from various data sources.

  • Fraud Detection: AI algorithms can identify and prevent fraudulent activities.

  • Enhanced Product Recommendations: AI-driven recommendations lead to higher sales and customer satisfaction.

  • Inventory Management: AI optimises inventory levels to reduce costs and prevent shortages.

  • Language Translation: AI-powered language translation aids in global market expansion.

  • Market Segmentation: AI helps segment target audiences more accurately for tailored marketing efforts.

  • A/B Testing: AI can automate A/B testing to optimise marketing strategies.

  • Content Curation: AI can curate relevant content for social media and other marketing channels.

  • Supply Chain Optimisation: AI optimises the supply chain by predicting demand and improving logistics.

  • Enhanced User Experience: AI-driven chatbots and virtual assistants decrease inbound queries, improving customer experience. 

These benefits demonstrate the significant impact AI can have on business and marketing strategies, fostering growth and competitiveness. And the ripple effect of AI’s capabilities is significant. According to research by Snap Logic, a remarkable  81% of employees feel that AI enhances their work performance.

What are AI marketing tools? 

It’s clear that Artificial intelligence (AI) is already making a big impact in marketing. And while AI has some limitations, we have shown how it can significantly improve efficiency, personalise marketing, aid decision-making, and save costs. Businesses that embrace AI can grow and stay competitive, while those who don't risk falling behind so, it's important to decide where your business stands in the AI landscape. Which category best describes your business: AI Native, AI Emergent, or Obsolete?

To delve deeper into how AI can assist you in making informed decisions and optimising audience engagement, explore our blog post titled, "Embracing the Future: 9 Top AI Marketing Tools for Growth.” Or reach out to us at Together Digital to discuss how artificial intelligence can help transform your business.