3 Considerations For Marketers When Chasing AI

November 27, 2023
November 27, 2023 Tim Hines

By now, every marketer is aware of AI, as it’s the hottest issue in marketing since email marketing debuted nearly 40 years ago, and everyone has been talking about it in depth this year. Most of the content out there to date has been focused on getting the world up to speed on all the interesting tools that marketers have at their disposal and how to use them to ease marketing efforts.

But the question is, just because AI is the shiny new toy for marketers to play with, should you? My quick take is, yes, why not, as long as you dont use a set-it-and-forget-it attitude. In this article, I want to call attention to a few things to consider before you jump into AI head first.

1. Brand & Tone

Let’s be honest, robots sound like robots and if you copy and paste from Chat GPT, your customers will sniff it out. AI is fantastic at writing information based on what it learns about your business, but it doesn’t understand your brand’s complete uniqueness, yet. Human oversight is essential, as AI algorithms lack the contextual understanding required for more complex brand communication. It can however discern patterns and nuances that define a brand’s voice by analyzing vast volumes of consumer interactions and content that already exists about your business.

2. Confidentiality & Privacy

AI-powered analytics let you process vast amounts of consumer data, so you can tailor marketing campaigns. However, this capability raises concerns about the confidentiality of personal medical information — if it’s a concern for your customer, then it should be a concern for you. As AI delves deep into consumer behaviors and preferences, there’s an inherent risk of mishandling sensitive data, potentially leading to breaches of confidentiality and privacy. Striking the right balance between utilizing AI’s insights and safeguarding customer information has become paramount.

3. Differentiation

Back to my brand voice point above… If you just copy and paste what AI creates for you, then how will you maintain differentiation and a competitive edge? You have to be intent and specific in the way that you use AI and make sure that you aren’t doing the same thing that every other business is doing. Through data-driven insights, AI can distill invaluable information about consumer preferences, behaviors, and trends, allowing marketers to craft more targeted and relevant offerings. The key here is never forgetting who you are as a brand and what you believe in and keep it unique.

The Sum

From personalized customer experiences to enhanced engagement, and data-driven insights to predictive analytics, AI is redefining how marketers connect with their audience and operate within their landscapes. The integration of AI not only improves marketing operational efficiency but also enables marketers to provide more personalization and stand out from the competition. Ultimately, AI empowers marketers to embody innovation, customer centricity, and adaptability and ultimately helps them be more human in their approach to marketing.

This post was originally posted in partnership with PCCA on their blog in a pharmacy marketing format.

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