AI - Powerful Tool, or 2024's Shiny Object?

by Tom Snyder on Dec 29, 2023

Trivera has been at the forefront of digital marketing for nearly three decades, leading the charge in evaluating and adopting emerging technologies to help our clients achieve their business and marketing goals. Since our inception in 1996, we've witnessed and embraced the transformative waves of the internet revolution. Websites, e-commerce, email marketing, search engine optimization, social media, and mobile phones were all bold new tools to be considered for use by our clients. Trivera's approach to every one of the latest shiny objects has been consistent: extensive vetting, then cautious execution when each new technology would be 1.) appropriate for their specific needs and 2.) able to provide a demonstrable return on the investment in its implementation.

Artificial Intelligence isn't yet ready to completely replace human intelligence

For 2024, the next new thing is Artificial Intelligence (AI). The same question is being asked as it has been with all the other tools that have emerged over the years: "Should we be using it as part of our digital marketing plan?" But because of the nature of AI and the hype that has accompanied it, the other question being asked is, "Can AI reduce costs by replacing human internal and external marketing, design, and development specialists?"

There is no shortage of articles, blogs, and whitepapers touting the features, advantages, and benefits of the multitudes of AI-driven tools. While AI has the potential to significantly impact digital marketing processes, automate routine tasks, analyze vast amounts of data, and optimize campaigns, it won't eliminate the need for digital marketing agencies or internal marketing teams. Here's why:

Creativity and Strategy: AI excels at data analysis and pattern recognition but currently lacks the creativity and strategic thinking humans bring to marketing. The ability to craft compelling narratives, design innovative campaigns, and adapt to changing trends that reinforce businesses and their brands requires human intuition and creativity.

Understanding Human Emotions: Marketing requires connecting with human emotions, understanding cultural nuances, and tailoring messages accordingly. As anyone who has wrestled with ChatGPT to create content, AI struggles to grasp accurate complexities of human emotions and cultural contexts fully.

Relationship Building: Establishing and maintaining relationships with clients, customers, and partners is crucial to marketing. Personal connections, empathy, and understanding of individual needs are areas where human marketers excel.

Adaptability and Learning: While AI can learn from historical data, humans have the unique ability to adapt quickly to new situations, think critically, and make decisions in ambiguous or novel scenarios.

Ethical Considerations: AI relies on the data it's trained on, and biases within that data can be perpetuated in AI-driven marketing. Human marketers can provide ethical oversight, ensuring campaigns align with values and avoid unintentional biases.

Complex Problem-Solving: Marketing often involves solving complex, multifaceted problems that require a deep understanding of business goals, market dynamics, and consumer behavior. Human marketers bring the holistic perspective and problem-solving capability that AI has yet to master.

Artificial...plus Human...Intelligence: The synergy necessary for Digital Marketing Success in 2024

While AI can help automate and speed up certain marketing tasks, in 2024, augmenting human capabilities rather than replacing them will be most effective. The synergy between AI technology and human expertise is likely to be the key to unlocking the full potential of digital marketing in the future.

As OpenAI's ChatGPT opined when asked about it:

In this rapidly evolving landscape, Trivera's extensive experience with AI and our historic approach to embracing new technologies position us as a valuable partner for businesses navigating the integration of AI into their marketing strategies in 2024. Our commitment to careful evaluation, cautious optimism, and ensuring that technology aligns with our clients' specific needs and goals will be more crucial than ever in harnessing the benefits of AI while maintaining the personalized touch that sets businesses apart in the digital realm.

About Tom Snyder

Tom Snyder - Trivera Tom Snyder, founder, president and CEO of Trivera, a 28-year-old strategic digital marketing firm, with offices in suburban Milwaukee. Tom has been blogging since 1998, sharing the insight gained from helping businesses and organizations reinforce their brands by taking full advantage of digital and web technology as powerful tactics.