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AI Unleashed: Revolutionizing Marketing and Overcoming Challenges
Posted on November 22, 2023
Marketing professionals have always been at the forefront of adopting emerging technologies to stay ahead of the competition and connect with their audiences in innovative ways. With the addition of accessible tools for Artificial Intelligence (AI), rapid advancements have been made all around us, revolutionizing the way we work and providing a plethora of opportunities where there were previously few.
Today, we are exploring the ways marketers are embracing AI, how our team at BTI is using it and sharing some of the challenges the industry faces as a result.
How are Marketers Using AI
Content – In the marketing industry, a lot of time is spent creating the content that gets projects off the ground — emails, creative briefs, content calendars and strategy presentations are just a few examples. AI makes creating these information-heavy communications faster and more efficient. Marketers are willing to use AI to help offload internal projects, especially those that are repetitive so they can focus more on strategy and creativity.
Forecasting – Predictive analysis allows marketers to forecast trends and outcomes more accurately than ever before. By analyzing historical data and identifying patterns, we can make data-driven decisions on marketing strategies, content and even product development. This helps brands make decisions with confidence and adapt to market conditions before it becomes an emergency.
Data Analysis – AI is helping marketers make their campaigns more effective, thanks to data analysis. By using algorithms that can analyze user behaviour and preferences instantly, marketers can make sense of massive amounts of data and use that to inform strategies that translate to more sales and conversions — optimized to perfection. With tactics that generate massive amounts of data, it is incredibly valuable to be able to process it in real-time to ensure we maximize our reach on all marketing and sales initiatives.
Audience Understanding – AI is giving marketers tools to understand audience sentiments through user-generated content. Suggestions for website optimization, identifying keywords, keeping an eye on competitors and identifying trends is all possible thanks to AI. Using AI for a data-driven approach helps us understand our audiences and their reactions so we can always act from a place of understanding.
How BTI is Using AI
If you know BTI, you know that we have been experimenting with AI since day one. Excited by the potential, it is important for us to have a strong understanding of the power of AI with a realistic lens so we can keep our client partners informed, and ensure all of our work leverages its strengths. For us, this means we have integrated AI to:
- Generate imagery for internal presentations
- Provide content prompts for social media
- Create video storyboards based on our text outlines
- Add temporary voiceovers to our video productions
- Add royalty-free music to our videos and presentations
- Create hyper-targeted ads that meet clients’ objectives
- Personalize emails
Another Tool in our Toolbox
AI provides us with a powerful tool that we can leverage as the need arises. Just like any other software or technology available to us, AI contributes unique capabilities that allow us to enhance performance on certain tasks, like processing vast datasets, identifying patterns, and making data-driven predictions. It is not a replacement for our humans – but rather a complementary resource that can help us automate routine tasks, assist in decision-making, and provide starting points for creative development that would otherwise require significant time investments. For us, the key lies in strategic integration. Just as a diversified toolkit equips a company for success – incorporating AI intelligently into our existing workflows allows us to learn and grow alongside this complex tool.
The Tricky Part — Industry Challenges
While there is endless conversation about all of the ways AI will help make lives easier, there is less talk about the threat AI poses to creative industries like ours. With Artificial Intelligence on the team, the integrity and authenticity of what we do must be considered and protected.
With an astounding potential for scale, AI is completely changing the game, and we are only just getting started. The integration of AI in various industries has brought about numerous opportunities, but it has also presented its own set of challenges. Data privacy and security concerns have intensified as AI systems rely heavily on large datasets, raising questions about the protection of sensitive information. Additionally, AI’s opaque decision-making processes and potential biases in algorithms have sparked concerns about diversity, transparency, fairness, and accountability. These challenges necessitate the development of robust regulatory frameworks and ethical guidelines to ensure the responsible and beneficial use of AI technology across different sectors.
The emergence and popularity of AI-generated content has also introduced a complex landscape of legal and ownership uncertainties. Intellectual property frameworks were not designed with AI in mind, leading to questions about who owns the rights to content, imagery and audio produced by AI. As AI generates content that may resemble existing trademarks or intellectual property, determining liability and ownership becomes complicated. Companies and legal systems are grappling with establishing clear guidelines, but so far, we have none. Clarity in a legal framework is crucial to fostering innovation while protecting the rights of creators and artists and is something BTI is working to understand and advance in our internal processes.
At BTI, we are more comfortable using AI for tasks that are time investments, like data processing, and less so when it comes to real creative flexing. We are aware of the limitations but can imagine a future where AI is more transparent and diverse without threatening our creativity. As AI continues to evolve, marketers will undoubtedly find new and innovative ways to use this technology to enhance their strategies and stay ahead. AI is not just a tool for BTI but a critical partner in achieving marketing and sales success.
Are you ready to experiment with AI in your next campaign? Contact us to find out how.
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