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5 Things Most Marketers Get Wrong About AI

Published: March 17, 2024       Updated: April 23, 2024

6 min read

An over-the-shoulder look of a. man on his computer reading charts and data.

Artificial Intelligence (AI) isn't exactly a novel concept, but it’s most certainly one that’s become harder and harder to ignore lately. The buzz surrounding generative software and large language models is undeniable, especially with ChatGPT and Gemini (formerly known as Bard) making headlines regularly. These two popular options, though, are just the tip of the iceberg when it comes to what AI can offer.

Cutting-edge AI marketing applications seem to be emerging by the minute, spanning everything from predictive analytics tools to automated email marketing solutions. Far from posing a threat or taking away our jobs, these increasingly essential resources are significantly enhancing how we do things in the industry. For starters, they empower us to discover valuable insights, automate repetitive tasks, and even enhance customer experiences more efficiently. 

Data suggests that a staggering 88% of marketing specialists consider that implementing AI technology is necessary to remain competitive. Yet, only 61.4% have incorporated AI into their day-to-day operations. The rest may still doubt — or fear — the long-term effects of the integration of marketing and AI or PR and AI. This skepticism, however, is rooted in a few widespread misconceptions. Here are the five most common. 

1. It’s Okay To Skip AI 101

I don’t think marketers need a Ph.D. in Artificial Intelligence to effectively implement it into their workflows and enjoy its many advantages. However, I’m a big advocate of the notion that knowledge is power. The way I see it, the more I’ve learned about AI — or any other marketing tool I’ve attempted to implement, for that matter — the better equipped I’ve become to drive successful outcomes in the long run.

A basic understanding of AI functionalities and capabilities makes all the difference when walking teams through its integration across marketing initiatives. In addition, I’ve found that grasping the core AI concepts and principles is key to answering critical questions confidently and setting realistic expectations. Getting acquainted with AI has also prepared me to mitigate potential challenges and overcome setbacks. 

On the contrary, attempting to adopt AI without understanding it in the slightest can be rather problematic. It can cost marketing teams valuable time and resources. Besides, it can lead to ineffective or misguided implementation with a much steeper learning curve.

2. AI Has Only One Face

The term AI gets thrown around a lot these days. However, it is not a monolithic concept. It encompasses a vast array of technologies with different purposes and applications. That’s why I always try to be clear about what type of AI I’m referring to. After all, the technology behind self-driving cars is completely different from the one responsible for streaming recommendations.

In marketing, simply stating, "I need to implement AI into my daily tasks" is much too vague. It’s like saying, "I need a tool for my workshop." Cool, but which one? Without specifying a screwdriver, wrench, or saw, it's impossible to know what task you're trying to tackle. Whether you’re speaking to your AI vendors, IT technicians, coworkers, or other stakeholders, you must use the correct terminology to make sure everyone’s on the same page.

3. Implementation Can Happen Overnight

It’s easy to get a bit too excited about AI and want to run with it before you can walk. Trust me, I’ve been there. Yet, although we all want to be pioneers in the AI game, rushing into implementation without a solid plan on where, when, and how to deploy can do more harm than good. Among other things, it can lead to overlooked details and missed opportunities for optimization.

I would advise anyone looking into AI adoption to break down the process into several key steps. Of course, every marketing team is unique, and a tailored approach is always necessary. Here’s what I do:

  1. Identify gaps: Assess areas of improvement within my daily operations first to determine where AI could be the most helpful
  2. Define objectives: Think about what I want to achieve and what the timeframe to do so would look like
  3. Choose wisely: Look for scalable AI solutions that align with my needs and goals, whether that means predictive analytics, natural language processing (NPL) algorithms, recommendation engines, chatbots, or any others
  4. Pilot testing: Perform a few drills to make sure I picked the right tools and detect potential issues before fully diving in
  5. Implement: Set the rollout plan into motion and experience the benefits

Failing to take it slow can make the whole AI implementation experience rather overwhelming. This can result in unnecessary frustration and premature abandonment — which has prevented more than one organization from reaping the benefits of AI in the past. 

4. AI Is Almighty

Many have exaggerated expectations of what AI tools and algorithms can accomplish. Sure, this technology is moving pretty fast, but it still has a long way to go when it comes to performing complex tasks, detecting biases, and more. I guess what I’m trying to say is that AI is not yet independent, infallible, or omnipotent — and I’m not sure it ever will be. It’s also not fully objective, so we must take its outputs with a pinch of salt sometimes.

Artificial Intelligence will not solve our every problem overnight. It will always be only as effective as the data it’s trained on and may struggle to understand ambiguous inputs. So, there’s no need to worry about AI replacing human intelligence entirely. For now, this advancement is meant to merely augment our abilities and talents, but it cannot replicate human cognition and creativity.  

5. AI Is Too Expensive and Complex

Contrary to popular belief, AI has gradually become more accessible over the years, catering to all types of budgets and business needs. Nowadays, there’s a diverse range of AI solutions readily available to help marketing teams of all shapes and sizes reach their fullest potential.

Moreover, AI is more intuitive than ever before. In fact, thanks to the growing adoption of AI by us simple mortals, platforms have developed user-friendly interfaces and robust support resources. This shows their commitment to making it easier for anyone interested to adopt their tools more seamlessly and embrace progress. 

Moving Forward With Your AI Marketing Needs

Artificial Intelligence is not all hype. It’s become almost an operational staple for marketers and other professionals. Understanding this technology and debunking the myths around it is vital to staying ahead of the curve. At Idea Grove, we recognize the transformative power of AI in modern marketing strategies. That’s why we leverage this technology to give you better results. Looking to achieve major visibility across social media, search engines, and the top-rated GenAI tools? Let us help!

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