[ad_1]
The good: AI will revolutionize marketing.
Cons: AI will make many of us unemployed.
This is a popular saying that is half true and half false. Of course, I still don’t know which part is right and which part is wrong. As AI and digital transformation ninja Jaspreet Bindra puts it (watch the next Digital Gadfly podcast business line online), “In the future, there will be two types of marketers: smart marketers who use AI and those who aren’t.”
AI will therefore make good people smarter, better, more efficient and more creative. “Bleddy” is a word that Goan’s friend Ramos once told me (in another context).
ChatGPT has been getting a lot of buzz lately, but AI has been around for a while in various marketing applications. Here’s what AI is already doing (for more advanced marketers):
• Make targeting more precise
• Make your ads more personalized
• Easier content creation
• Advertising automation and optimization
These areas include chatbots, speech recognition, email automation, and CRM tools. All, of course, are much-needed and have already been proven time and time again. I’m interested in the question of whether AI can take over marketing.
Remember the philosophical puzzle, The Ship of Theseus? What if it happened in your marketing organization and AI tools took over the whole function?
Oxford philosopher Nick Bostrom presented a similar, now-classical thought experiment to explain this in 2003. Bostrom imagined a super-intelligent robot programmed with the seemingly harmless goal of manufacturing paper clips. Robots eventually turn the whole world into a giant clip factory. Here are some examples of AI going wrong and right in marketing.
Microsoft’s chatbot Tay was trained based on conversations that take place on Twitter so it can automatically post and chat in real time. Tay picked up on the wrong conversations, especially ones that included prejudiced language about certain races. Microsoft immediately stopped the experiment.
Amazon once used an AI-powered recruiting tool to vet new job applicants. The tool scanned resumes submitted to Amazon over the past decade to find patterns that helped identify the best candidates at scale. The only problem was that the resumes were heavily biased towards men, and he cheekily concluded that perhaps the best jobs were for men.
Mondelez India’s “Iss Diwali Aap #KiseKhushKarenge?” campaign featuring Bollywood superstar Shah Rukh Khan leveraged AI to create India’s first hyper-personalized ad. The ad featured local retailers in Mumbai, Delhi, Pune, Indore, Ahmedabad and Lucknow according to their PIN. We also saw SRK lip-syncing the name of the store in Deep His fake mode. I will conclude with two of his quotes on AI. (But it’s not about marketing.)
“The development of full AI could mean the end of humanity….AI will take off on its own and redesign itself at an unprecedented rate. Humans who are limited cannot compete and will be displaced.”
— Stephen Hawking
“We need to stop and evaluate: How can we ensure that the potential of AI is not only used in entertainment, art, etc., but also for large-scale social transformation and inclusive development? ”
— Abhishek Singh, Digital India Corporation
Shubho Sengupta is a digital marketer with experience in analog advertising agencies.He can be found at @shubhos and talks passionately about food, fetishes and football
[ad_2]
Source link
