With the emergence of generative AI and software such as ChatGPT, Gemini, and Claude, more and more professionals can easily access the power of artificial intelligence. These generative AI can create images, text, videos, and other media in response to prompts.
Marketers have witnessed first-hand the power of AI in their industry, finding avenues to save time while delivering profitable outcomes. But as we’ve learned in countless sci-fi movies, there are serious limitations to over-using artificial intelligence. So can AI be used for good without replacing human creativity?
At Full Spectrum Marketing, a trusted Akron marketing agency, we have developed a philosophy for marketing and artificial intelligence. Join us as we share insights about the uses and limitations of marketing with AI, as well as more details on our AI strategy!
Full Spectrum Marketing’s AI Strategy
In today’s day and age, marketing agencies cannot ignore artificial intelligence. At FSM, one of the top ad agencies in Akron, OH, our team proactively formed an AI strategy that maximizes the technology’s benefits without putting ourselves or our clients at risk.
At meetings, we often remind our team that “AI is the Start, Not the Deliverable.” Our full AI positioning statement says, “FSM sensibly and responsibly integrates A.I. as second nature to enhance efficiency and outcomes through research and ideation, while reserving the final creation for human ingenuity, leading to superior client results.”
Basically, that means that our team uses AI for tasks such as lead generation, data organization, checking grammar or spelling, and audience or keyword research. But we do not allow AI to do our work for us – our clients receive work made by humans, for humans. We may begin with AI for some projects, but we end with hand-crafted deliverables.
And thanks to our core value of clear communication, our clients constantly tell us that they feel understood by our team – feedback that you wouldn’t get from handing over an AI-produced product.
Uses of AI in Marketing
At FSM, we understand that working with our clients’ billable hours means maximizing both efficiency and quality. You cannot deny the efficiency of AI when working on certain tasks, especially routine tasks in marketing.
Many marketing agencies are now using enhanced AI to perform audience segmentation and search engine optimizations, generate content ideas, and more.
Audience Segmentation
Audience segmentation is the process of dividing your target audience into more specific groups based on shared characteristics (demographics, interests, behaviors) to deliver more suitable and effective marketing.
Thanks to enhanced AI, you can process large datasets quickly, identify hidden patterns, create dynamic segments, create even more personalized messaging, and more. With a thoughtful blend of marketing strategy and AI, you’ll unlock smarter, more precise audience segmentation than ever before.
Content Generation
The world of content generation is expansive. From email copy and social media posts to blog articles, printed materials, and more… many organizations have more content needs than they might realize.
Artificial intelligence helps marketers tackle time-consuming tasks faster, like organizing details to create strong product descriptions. AI can also help with inspiration, such as compiling a list of social media post ideas or an example content SEO template.
As long as you maintain strong human oversight, utilizing AI for content generation not only maximizes efficiency but also delivers fresh ideas and inspiration – all important aspects of a strong marketing strategy!
Search Engine Optimization
Powerful SEO strategies are vital to any marketing plan. With the help of AI, professionals can perform in-depth keyword analysis, improve on-page optimization, analyze competitors, and more. When handled carefully, AI can enhance nearly every aspect of SEO while improving quality.
Data Analysis
Data analysis in marketing involves reviewing client information, studying campaign performance, and tracking sales data to make better, faster decisions. AI simplifies this process by turning raw data into clear, actionable insights.
For example, FSM Account Managers will send a list of leads into ChatGPT, which then categorizes them as good or bad based on predefined criteria like engagement level, industry relevance, or past behavior. This is just one example of how marketing with AI can strengthen data analysis and the overall client strategy.
The Limitations of AI
While there are many advantages to marketing and artificial intelligence, the limitations will be detrimental to your work if they’re not handled carefully. Human creativity is the fuel of good marketing, and it should never be sacrificed in the name of efficiency. Below are a few ways that marketing with AI can go wrong.
Lack of Human Oversight
Even when implementing the beneficial uses of AI listed above, a lack of human oversight could destroy your marketing strategy. From forgetting an important nuance for certain audience segments to compliance and ethics issues, there are crucial details that only a human can detect. No matter how smart and advanced AI becomes, it should always be paired with detailed human oversight.
Loss of Individual Voice
Generative AI is trained on vast amounts of content from the internet, learning patterns in language, images, or data so it can create new content that mimics what it has seen.
This means that every response from programs like ChatGPT is a combination of various voices across the internet. Overusing AI means you forfeit your individual voice, one that should be unique to your brand and audience. If everyone is using AI, then everyone has the same voice. An unfortunate result may then be losing brand trust – audiences can detect AI when they see it.
Make your brand stand out in saturated markets by maintaining a unique, human voice!
Misalignments and Inaccuracies
Finally, a major limitation of artificial intelligence for marketing is misalignments and inaccuracies. No matter how well-trained an AI program is, it can still make mistakes.
At best, the mistake is caught internally and fixed before it’s sent out, but time is still lost. At worst, the client or public catches a mistake, and your business and reputation are on the line. Before either scenario occurs, decide now that you will approach marketing with AI carefully. Never rely on artificial intelligence to be 100% accurate, 100% of the time.
Partner with Full Spectrum Marketing
Are you ready to level up your organization’s marketing efforts? Consider working with Full Spectrum Marketing, the most valuable marketing partner you will ever have.
As a proud Akron marketing agency, our team is passionate about our talents – which is why you will never catch us handing over AI-produced deliverables. Contact us today to learn how we can support you and your passion!
