Business success demands a balanced approach when it comes to decision making – objective analysis and subjective experience. Artificial intelligence (AI) is one of the hottest tools to improve the scale and quality of our data analysis, but research from Albert Technologies has shed light on what tasks marketers are having difficulty letting go of.
Polling brand and agency marketers on their adoption of AI, both groups agreed that budget allocation was one of their hardest tasks to relinquish. Brand marketers had the most difficulty handing over campaign analysis, while agency marketers wanted to hold on to their audience segmentation.
These attitudes may be the result of AI systems having varied levels of automation. Marketers are likely more open to systems they can use to improve their analysis but offer the option to override generated recommendations, rather than acting on said data autonomously. It’s no surprise, then, that the tasks most trusted to AI were both keyword and audience identification.
Sometimes, even the most detailed analysis can give you one answer, but your personal experience tells you to do something else. It’s that ‘gut instinct’ that people go to when they feel a chance should be taken and AI is unlikely to take any chances. It will always go for the options its data indicates – reducing both risk and reward so that it goes for its optimal ‘safe’ course of action.
Brand and agency marketers both ranked ‘inability to communicate’ as their biggest drawback of using AI marketing, suggesting future systems need greater customization if they are going to be trusted with more tasks. Of course, everyone has their own level of control they’re willing to give up, as Albert Technologies found numerous marketers were less concerned with their AI system’s methods as long as campaign KPIs were met.
By James Story
James Story has worked in the world of digital marketing since 2014 as a content and online PR executive. Specialising in content creation, he has been part of award-nominated projects and instrumental in the creation of content hubs. With a passion for the written word and an eye for detail, he is currently the Senior Content Manager for Lead Tech, a financial lead generation company providing high-quality leads for financial advisers and financial advice firms. You can connect with James on LinkedIn
Turbocharge your results with this toolkit containing 11 resources
The Digital Marketing Strategy And Planning toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
Evaluating technology options for innovation in marketing – do you know your Hype Cycles? If you’re involved in marketing strategy development, you will be constantly making judgments and reviewing with colleagues which digital technology innovations are most relevant to your …..
How to strategically manage your marketing spend with 8 integrated simple marketing budget templates Setting strategic and channel direction, working toward commercial objectives and KPIs, and monitoring your success is great. But if you’re not tracking your ROI per channel …..
Using capability maturity models to audit your digital maturity and set targets to improve digital marketing effectiveness We’ve been adding to our visual tools to help all members assess how well their businesses are adapting to using digital media and …..
