BALANCING AI TOOLS WITH THE HUMAN TOUCH
August 11, 2023
In the fast-paced world of marketing, the integration of AI technology has become a pressing question for many marketers. We find ourselves wondering how to harness AI’s potential while maintaining the human touch and creativity that gives our campaigns that extra edge. As AI’s adoption continues to expand, marketers find themselves presented with a remarkable opportunity - the potential to elevate their strategies and redefine success. Over the past 24 years at Design+Marketing (D+M), we have witnessed an incredible journey through the digital revolutions - from web 1.0 to web 2.0, the rise and fall of various different social platforms, and now, the ever-evolving metaverse and AI-driven innovations. Throughout this transformative era, we have successfully adapted and have always been ready, to stay ahead by learning and embracing the latest technology.
In the last 6 months, the team has been hard at work, testing and learning all about AI’s potential to drive efficiency, creativity, and strategic decision-making, while continuously reminding ourselves of the indispensable value of human insights, experience, and understanding. Our bespoke approach at D+M enables us to leverage AI effectively while ensuring that every marketing approach bears the distinct mark of our partners’ vision, culture and expertise.
Navigating the AI Landscape: Tips for Marketers
Take Ownership: At D+M, we have taken ownership of understanding how AI will impact marketing and develop strategies to leverage it for success. Through AI trials and daily use of AI tools, we have been identifying the best options to provide actionable plans for implementation to then pass on these efficiencies to our clients, offering more value. We ensure that your business data is organised and accessible, maximising the value of AI integration. We will continue this research and navigate the ever-evolving marketing landscape to unlock the true potential of AI, driving success to new heights for our partners.
Go slow and experiment with AI: Adopting AI requires a shift in strategy, focusing on quality over quantity. We have been trialing, testing and researching many AI Tools – to experiment with and provide objective feedback on their impact, evaluate risks, and implement AI cautiously. We recently have been utilising Google Performance Max for some of our partners, powered by AI. It helps find new customers and demand opportunities in a streamlined manner across all of Google’s inventory. In addition, we have been using the amazing Beta Apps by Adobe. Initially on image and text effect generation. Adobe Beta offers new efficiencies while significantly improving creative workflows.
Proceed with caution: In the pursuit of effective AI integration, one must proceed with caution and take a strategic approach. As AI gets adopted for more marketing functions, marketers using these tools are needed to guide the technology and point it toward specific marketing objectives. A significant issue in the current AI landscape is that AI doesn’t possess the unique knowledge that individuals hold - knowledge of products, customers, internal dynamics, and future roadmaps. While AI can generate content proficiently, it lacks the context and understanding that humans bring to the table. This is where the human touch comes into play.
Consider Future Careers: Our team discussions commenced over a year ago regarding the future impact of AI on their roles. AI will drive productivity, leading to potential changes or obsolescence in some creative responsibilities. Honest conversations, get you thinking. But really, there will always be a place for creativity and unique thinking. AI is like looking into the revision mirror of your car, however in order for your brand to be original, and plan forward the world will always need creative and imaginative thought. The AI revolution doesn’t replace human talent and creativity but augments them.
Navigating the Future and the Human Perspective: At D+M, we understand AI is not a standalone solution. Instead, it thrives under the guidance of human expertise. We are the catalyst that understands the nuances of our partners’ businesses, discerning the right AI tools, and instructing them towards specific marketing objectives. Our 24 years of expertise has taught us to be nimble and adaptive with a sense of humility, continuously learning and growing to ensure our clients are always efficiently serviced with the latest technology. Our journey through the digital revolutions has equipped us with valuable insights on navigating transformations driven by technological advancements. The rise of AI technology has propelled us into a frequent transformation, and its rapid acceleration is both promising and daunting.
We believe in the seamless integration of AI into marketing strategies. However, this should not come at the expense of the human touch that defines a brand’s uniqueness. AI is a powerful tool that can drive efficiency, enhance data analysis, and optimise customer experiences. The AI revolution isn’t a replacement for human talent and ingenuity but a powerful tool that elevates our capabilities, with the potential to take on mundane and repetitive tasks, leaving room for more creative, strategic, and impactful human endeavours.
By combining AI with human creativity, we can chart a course toward unprecedented efficiency, productivity, and success in the world of marketing. At the end of the day the transformative power of AI, doesn’t possess your knowledge of products, customers, internal politics, or company roadmaps (yet). While AI can write well, adding the human perspective remains crucial to crafting authentic and impactful marketing content. We believe in the harmony of AI’s capabilities and our human touch, working together to create extraordinary brand experiences.
As we look to the future, we envision a world where AI empowers human ingenuity, and marketing and creativity reaching new heights of brilliance. There are endless possibilities that AI will bring to your marketing strategies and create exceptional brand experiences that resonate with your audience to drive your business forward. Learn more about how we leverage AI to drive marketing success at D+M, we can demonstrate how the human touch and AI are working hand in hand to craft marketing excellence more efficiently.