Daft Punk hit the nail on the head. Like every business owner, I’m constantly on the hunt for harder, better, faster, stronger when it comes to scaling my business.
So when I hear stats like 61% boost in productivity or 54% of organisations reporting cost savings you’ve piqued my interest. What’s this secret sauce you might ask? Artificial Intelligence, or AI.
So, how will it change the game for advertisers? Will it eradicate the need for marketers and agencies, like self-checkout systems replaced the teenage part-time operators at the supermarket? Let’s take a look into what all the fuss is about.
What is AI for anyway?
First things first, AI is all about personalisation. By using machine-learning algorithms, AI can analyse vast volumes of data, generating a unique user profile for each indiviudal tailored to individual interests, that delivers a truly personalised and engaging experience for the user.
How will AI play a role in social media ads?
AI is already playing a role within Meta to allow for real-time optimisation of ads. This means that ads can be adjusted on the fly, based on how they are performing, so your marketing dollars can work harder to get you a better ROI faster. For example, if one ad is getting more engagement than the others, AI can identify this and automatically increase the budget to show it to more people.
According to Meta, as of October 2021, over 70% of the content moderation on Facebook is now handled by artificial intelligence, demonstrating the significant role AI plays in Meta's platform.
But wait, there’s more.
The surge in interest for ChatGPT over the last six months has been staggering. This game-changing AI platform that has completely transformed the marketing landscape with its lightning-fast analysis and generation of ad copy, hashtags, content ideas, and more - all with a simple prompt.
ChatGPT, like all AI platforms, comes with its limitations. People often assume that like Apple’s Siri or Amazon’s Alexa, ChatGPT will search the internet to locate accurate answers - but this is not the case. ChatGPT formulates each sentence word by word, selecting the most probable "token" for each subsequent word, based on its training. So basically, these prompt responses are a curated series of educated guesses, which could be factually incorrect, or could miss the point entirely.
With all that said, do I still need a marketing agency or should I tackle this myself with the help of AI?
Think of AI like a kitchen hand out, working at the back of a quality restaurant. It’s great to speed up the repetitive tasks like chopping the onions or slicing the tomatoes, but you still need the expertise of a qualified chef to refine the recipes and taste the dishes before they’re served to the patrons, ensuring quality, creativity and a human touch.
While AI can provide great value and convenience, specialist expertise is still crucial to bring creative excellence and contextual understanding to the forefront, ensuring you’re on top of the latest in trends and industry changes, relevant to your business.
That’s where we come in - and with an expert team of real human creative strategists, ad producers, graphic designers, social media specialists and more, we can ensure your brand on track to smash your goals and skyrocket your growth.