By Tim Priebe
December 29, 2023

The pros and cons of AI in marketing

AI in marketing offers both incredible opportunities and unique challenges.

Over the last year, my team at Backslash Creative and I have jumped feet-first into the world of artificial intelligence—AI—and its application in marketing. This hands-on experience has given us a great understanding of AI’s impact when it comes to digital marketing.

While AI definitely presents some great opportunities, it also comes with challenges and nuances that are important to understand. Let’s dive into some of the pros and cons that we’ve discovered.

Pros of AI in marketing

There are three major pros to using AI in your marketing efforts.

Efficiency in marketing operations

AI has significantly boosted my team’s efficiency. By automating routine tasks, we’ve streamlined workflows and saved valuable time. This newfound efficiency isn’t just about doing things faster; it’s about doing them smarter. AI’s data processing capabilities provide us with deeper insights, allowing us to make more informed decisions quickly.

Rapid idea generation

When it comes to idea generation, AI has been a game changer. It’s like having an ever-ready brainstorming partner, one that never gets tired and always has something new to offer. This has led to accelerated ideation, helping us to develop concepts at a pace we couldn’t have imagined before. Are all the ideas great? No, but AI definitely makes up for that in quantity. It’s just up to us humans to pare the lists down.

Creative content generation

Finally, AI’s role in creative content generation has been transformative. It’s not about replacing human creativity but augmenting it. AI tools have enabled us to explore new creative avenues, enhancing our content’s relevance and engagement. From drafting initial outlines to suggesting novel approaches, AI has added a layer of sophistication to our creative process.

Cons of AI in marketing

Of course, not everything is rainbows and unicorns. There are three major cons as well.

Potential loss of personal touch

One of the more significant concerns with AI in marketing is the potential loss of personal touch. In an industry where personal connections are key, relying too much on AI can sometimes result in marketing that feels impersonal or detached. It’s critical to find the right balance between the efficiency of automation and the warmth of human empathy.

Dependence on data quality

AI’s effectiveness hinges on the quality of data you have it use. If the data is biased, incomplete, or outdated, the insights and strategies derived from AI can be misleading. This reliance on high-quality data underscores the need for continuous data monitoring and refinement to ensure AI’s reliability in marketing decisions. And if you have specific data, just give it that data rather than relying on its own knowledge.

Over-reliance on AI

Leaning too heavily on AI can be a pitfall. While AI offers speed and efficiency, it lacks the nuanced understanding that comes with human experience. Over-reliance on AI can lead to a lack of critical human oversight, making it essential to balance AI capabilities with human judgment and intuition to maintain the quality and effectiveness of marketing strategies.

Balancing AI efficiency and human insight

It’s clear that the balance between AI and human elements in marketing is a delicate one. AI brings a lot to the table, like efficiency and a certain flair for innovation. But, it can’t quite capture the full spectrum of human emotion and understanding. It’s about leveraging AI where it shines while not forgetting the unique value of human insight.

That’s the balance my team and I shoot for. We’re all about tapping into AI’s analytical might, but not at the cost of the personal touch that’s the core of great marketing. The most effective strategies we’ve found are those that combine the best of both worlds: AI’s quick, efficient approach and the creative, empathetic human touch.

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About Tim Priebe

Tim is a public speaker, author, publisher of Edmond Business, and the owner of Backslash Creative. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.

Tim started the Edmond Business online magazine in May 2020 to fill a need in the community when The Edmond Sun shut down and stopped publishing their monthly magazine, The Business Times.