Balancing Artificial Intelligence with the Human Touch
Feeling swamped by the rise of the AI revolution? You’re not alone. While AI has reframed the world of marketing, it’s not without its complexities.
According to Statista, the AI market is set to soar to an eye-watering $202.57 billion by 2026. But, how can we integrate it effectively into marketing and not create an internet full of AI-generated, spam content.
Imagine you run an online bookstore specialising in niche genres. A new visitor lands on your website, and instead of encountering a generic homepage filled with random bestsellers, they’re greeted with a selection of mystery novels. AI algorithms have been at work, analysing the visitor’s online behaviour—what they’ve recently tweeted about, which book reviews they’ve read, or even which genres their favourite podcasts are.
So when this visitor arrives at your online bookstore, they feel like they’ve walked into a curated space designed just for them. It’s as if someone has been studying their tastes and has handpicked a selection of books that are right up their alley. This is the essence of AI-driven content personalisation.
According to McKinsey, targeted personalisation can elevate engagement and conversions by up to 20%. You’re not just casting a wide net; you’re providing a tailored experience that increases the likelihood of turning a casual browser into a loyal customer.
Forbes reports that 83% of companies investing in predictive analytics have seen positive impacts. It uses historical data to forecast customer behaviour, invaluable for e-commerce sites aiming to boost sales during specific events like Black Friday. However, while AI can provide data-driven forecasts, it lacks the ability to interpret the nuances of human behaviour.
Marketing professionals are (thankfully!) still needed to draw meaningful conclusions from the data. They need to consider external factors, such as social media trends or competitor campaigns, that AI might not be aware of. By merging AI’s analytical power with human insight and industry expertise, businesses can create more nuanced and effective marketing campaigns.
AI does more than just shoot emails into the void; it ensures they land with impact. Campaign Monitor found that personalised emails can boost revenue by a whopping 760%. An email that uses AI to remind you to reorder coffee when you’re about to run out, along with a 10% off code for it, is more likely to get you to buy than just a site-wide 10% off offer. By segmenting your audience and sending targeted emails, you can drive more traffic to your site and improve conversion rates.
Organic Search Optimisation
While AI excels at analysing your website to provide useful SEO recommendations, it has its limitations. This is most obvious when it comes to creative copywriting and understanding brand voice. Ranking well in organic search isn’t just about technical optimisation; it’s more and more about resonating with your audience through compelling storytelling and a consistent brand voice. This is an area where human creativity still has the upper hand. By combining AI’s technical advice with a deep understanding of your brand, you can produce content that not only performs well in search rankings but also genuinely engages your audience.
Chatbots are the night owls of customer service, offering round-the-clock support. Convenient? Absolutely. But nothing understands a human better than a human. We’ve all been there trying to get a bot to put us through to a real person. Our advice, use chatbots for initial queries and FAQs, but let humans handle the complex stuff. This leads to more meaningful customer interactions, which improves the customer experience, and ultimately boosts online enquiries and sales.
AI is a powerful tool, but it’s not a one size fits all solution. While it can simplify some traditionally time consuming tasks, it’s no substitute for the human touch. We find our clients get the best results when we use a blend of AI and our own expertise, to create marketing strategies with real impact. Get in touch with us here.