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‘Good communication and marketing will always require a personalised approach’

AI can assist on a growing scale but it has its limitations, says Wassim Derbi

Artificial intelligence (AI) has come some way since its inception, becoming a tool that people across all industries are really getting excited about.

One area where open AI is making a significant impact is in digital marketing. TIME magazine called it in February “the most important technological breakthrough since social media (itself)”. It can perform much of what was previously solely reserved for human marketing professionals, including processing large amounts of data in real-time and providing valuable insights for marketers.

As firms continue to navigate the ever-changing digital landscape, they must adapt quickly to new technologies and trends. However, losing sight of the basics would be a mistake.

Good communication and marketing will always require a personalised approach. A business stands out from its competitors and creates audience rapport through its unique experience and creativity.

Personalised content

The benefits of Open AI in digital marketing are clear. Even this early on, we have seen how it can identify trends, level up campaigns, and target the right audience at the right time with the right message.

This can result in increased customer engagement – whether by personalising content based on sharp data analysis or by intelligently using predictive analytics – and loyalty, and then the main goal, which surely is potentially higher revenue.

However, it should be noted that while open AI can assist on a growing scale, especially considering the immense speed with which it will develop, it has its limitations.

AI can generate ideas, analyse data, and automate tasks, but it cannot replace the human touch that goes into crafting compelling and relatable content.

This is why content creation remains the number one key performance indicator for any marketer, regardless of the advances in AI tech.

The importance of content creation cannot be overstated. It is what connects businesses with their audience and helps them establish themselves as thought leaders in their respective industries.

While AI can contribute to content creation, it cannot replace the creativity and experience of us non-robots, especially with regards to developing tightly social media focused output for maximum reach, which, for now, demands human involvement.

This field, just like copywriting, is one that is going to evolve collaboratively; the ecosystem will definitely be disrupted.


One potential concern is the ethical implications of using AI in decision-making processes. As AI becomes more advanced, it may start to select choices that have a significant impact on people’s lives. Therefore, we should really think about ensuring our use of it is considered and transparent.

This involves being aware of potential biases in the data that is used to train AI models and that output aligns with agreed upon, socially responsible principles.

However, I sense that audience expectations may alter once AI becomes a fully accepted team member. Good communication and marketing will always require a personalized approach.

The development of open AI has put the corporate world on alert and the consuming public are tuned in too.

It is seen now from both sides, albeit with differing levels of skepticism, that they can operate and interact with customers more efficiently.

As we continue to work out which seat to sit our new recruit in, and which access they should be permitted, it is very worthwhile to strike a balance between advancements and the fundamentals that drive successful marketing campaigns.

Ultimately, the future of businesses will rely on a harmonious relationship between artificial intelligence and human ingenuity and know-how. We’ve parented an alien again, and now we’ve time to make it neatly work for us.

By Wassim Derbi, National Marketing/Communication & Procurement Management, Hyundai and Genesis UAE and Business Partner, Canadian Bureau Abu Dhabi, UAE