Artificial Intelligence (AI) presents an array of new possibilities for transforming our lives and is already impacting all industries, including digital marketing. While some view AI with excitement, others see it as a source of deep anxiety.
AI has demonstrated numerous successes, specifically in audience analysis, optimization, and the automation of advertising campaigns. Despite this, integrating AI into our industries requires humility and responsibility for users and society to remain safe.
Machines can perform the 4 cycles defining intelligence (perception, processing analysis, decision, and action) far faster than humans. AI has the potential to surpass humans, especially when it comes to performing repetitive and routine tasks.
One of the most important and known generative AI language models is ChatGPT but now it has a key competitor called Bard, developed by Google. Bard’s demo taught us a valuable lesson about the potential risks of AI mistakes.
During its first demonstration, Bard made a big mistake by giving the wrong answer to a question. This mistake caused Google’s parent company, Alphabet Inc, to lose about 100 billion dollars, which is a large amount equivalent to a 9% decrease in their market value.
It’s critical to understand that generative AI language models like ChatGPT and Bard aren’t always the perfect solution to our everyday problems, especially at work.
Human control over AI
AI is a new powerful tool at our disposal and while it can perform tasks with precision, rigour, and tenacity, there are at least three challenges that AI doesn’t seem able to meet.
The first challenge is creativity, which is a quality possessed only by humans. While AI can be trained to recognize patterns and generate new ideas based on existing data, it can’t truly understand and empathize with human emotions and experiences. Therefore, AI can’t create something entirely new or groundbreaking in the same way that humans can.
The second challenge is control. AI must be regulated and controlled by humans to ensure that it is used ethically and does not harm consumers. Lastly, AI requires a human perspective to contextualize its results, recognize the risks associated with AI and take measures to ensure that AI-based advertising and personalization are ethical and morally correct, and not manipulative or misleading.
Integrating AI into digital marketing
In conclusion, integrating AI into the digital marketing industry is both exciting and daunting. We must embrace AI’s capabilities while recognizing the importance of human skills, creativity, and control. Overall, the use of AI must be regulated by governments and justice courts, to guarantee ethics and no manipulative or misleading usages.
By: Yves-Michel Gabay,Managing Director MEA, Gamned!