While the general public may only now be getting used to ChatGPT in the workplace and the classroom, marketers know the value that artificial intelligence (AI) brings to designing and executing strategies that connect with a wide variety of demographics. From increasing the personalization of campaigns to match the user’s interest to creating potential branding ideas, AI already plays an important role in the modern marketer’s toolkit.
Graduates of Barry University’s online Master of Business Administration (MBA) in Marketing program gain the technology and data analysis skills to take on leadership roles and shape the brands of the future. With foundational skills, graduates are prepared to navigate the AI era with skills in business technology, analysis, strategy, ethics, problem-solving, and data-driven decision-making.
The Impact of AI Technologies on Marketing Practices, Processes, and Techniques
The automation potential of AI is already freeing up marketers’ time to focus on the more creative elements of their profession. For example, according to LinkedIn, AI automation tools enable scheduling social media posts, creating email campaigns, and streamlining content creation processes that once drained hours from the work day.
Artificial intelligence can also analyze a campaign’s performance in real time and send automated notifications to employees if a specific post or ad is earning an above-average or below-average level of engagement. In turn, marketers can adjust their copy or timing to make campaigns more effective. Many companies also use AI-powered chatbots to engage with customers and answer common questions.
The industry has already seen a massive uptick in AI use due to the wide variety of applications. MarketingHire points to research finding that 87% of marketers have experimented with AI tools, while 68% use AI in their daily work. Communication professionals see AI as beneficial for summarizing content, producing content more quickly, writing press releases, and inspiring other ideas, according to the recent survey.
For the data-driven marketer trying to make quick decisions that will result in higher sales and better engagement, AI is also crucial to digesting vast amounts of consumer behavior data and gaining insights that could indicate greater trends. Marketers can use AI to improve operational efficiency and create individualized content within the brand’s voice, according to Forbes.
Challenges and Considerations in AI-driven Marketing
As with any new technology, the widespread adoption of artificial intelligence, including generative AI, poses some challenges for marketers. Because AI relies on consumer data, companies must ensure they meet privacy regulations unique to the state or country they operate in.
Beyond the legal requirements, the marketing industry must also ensure that it does not use AI for manipulative or unethical purposes. Forbes advises that companies avoid using AI to target people or communities with personalized messages that play on people’s insecurities or could deepen their biases against others. Questions remain about the potential for AI to perpetuate discrimination, as the consumer behavior that informs the algorithm could create content that reinforces stereotypes against certain populations.
Before integrating AI into a marketing strategy, IBM suggests considering certain steps. First, marketers should establish clear goals about what they hope to learn and what results they expect to see from incorporating AI. They should then find employees with expertise in data analysis and AI who can help them navigate a sprawling world of data privacy laws. From there, marketers should consider and test their data set for accuracy and relevancy.
After completing those practical steps, marketers should look for the tool with the capabilities suited to their business. If a company needs the most assistance with summarizing content and automating social media campaigns, a platform that focuses largely on search engine optimization may not be the most effective path forward for its employees.
Navigate the Digital Era of AI With an Online MBA in Marketing From Barry University
As part of Barry University’s online MBA in Marketing program, students complete courses like Global Marketing and Marketing Strategy, which give them the tools to compete in a global, rapidly changing economy. From strategy development to market opportunity analysis, graduates have the tools to leverage AI and deliver results for their businesses.
Learn more about Barry University’s online Master of Business Administration in Marketing program.