AI vs. Human: The Great Marketing Copywriting Showdown of 2024
INTRODUCTION
The advent of Artificial Intelligence (AI), the realm dedicated to creating intelligent machines resembling human cognitive abilities, has ignited an ongoing discourse pitting Artificial Intelligence against Human Intelligence. Undoubtedly, the incorporation of Machine Learning (ML) and Deep Learning (DL) algorithms aims to empower machines with self-learning capabilities and decision-making akin to human cognition. However, amidst the pursuit of creating more intelligent machines, there arises a critical question: are we neglecting the potential consequences of AI dominance on future employment opportunities? Is Human Intelligence destined for an existential quandary? Vivek Kumar, Managing Director at Springboard, dispelled the notion of machines replacing humans during the Machine Learning Developers Summit 2020 (MLDS20). He shed light on the profound impact of human mentorship in shaping future technologies utilising AI/ML.
ARTIFICIAL INTELLIGENCE VS HUMAN INTELLIGENCE
The vision of making machines that can think and act like humans has evolved from movie-fiction to real-world facts. We have long attempted to inherit Intelligence in Machines to ease our work. There are bots, humanoids, robots, and digital humans that either outplay humans or coordinate with us in many ways. These AI-driven applications have higher speed of execution, have higher operational ability and accuracy, while also highly significant in tedious and monotonous jobs compared to humans.
On the contrary, Human Intelligence relates to adaptive learning and experience. It does not always depend on pre-fed data like the ones required for AI. Human memory, its computing power, and the human body as an entity may seem insignificant compared to the machine’s hardware and software infrastructure. But, the depth and layers present in our brains are far more complex and sophisticated, that machines still cannot beat, at least not in the near future! Here is a timeline predicting the whole idea of comparing both machine and human intelligence over a period of time.
THE RISE OF ARTIFICIAL INTELLIGENCE IN MARKETING
Seemingly overnight, artificial intelligence became really, well, intelligent. ChatGPT launched and took the world by storm – and admittedly, sent quite the chill down the spines of many marketers.
So far, it’s revolutionised the field of marketing, offering several benefits to enhance efficiency and effectiveness. In short, it works by taking large sets of data and analysing them for patterns.
With these capabilities, artificial intelligence excels in automating repetitive tasks and processing vast amounts of data, allowing human marketers to allocate their time and resources more effectively. Some examples of tasks that professionals are using AI for include:
- Social media listening
- Content ideation, generation, and optimization
- Data analysis for customer insights
- Hyper-segmentation of audiences and campaigns
However, we’re already seeing businesses ditch their robust human marketing teams for AI. With generative applications that can write entire blogs and web pages for you, it is certainly tempting to do – but businesses can’t afford to throw human marketers out the window.
THE ENDURING STRENGTHS OF HUMAN MARKETERS
Human marketers possess several strengths that set us apart from AI.
Firstly, our emotional intelligence and empathy enable us to deeply understand customer needs. We can empathise and relate to customer emotions and pain points in a way that artificial intelligence would never be able to do. In this way, human marketers can tailor strategies to establish genuine connections, leading to stronger relationships and customer loyalty.
Secondly, our creativity and innovation play a crucial role in developing unique marketing strategies. We can think outside the box, combining industry knowledge with imaginative ideas, subtle cultural references, and more to create impactful campaigns that resonate with the target audience.
Lastly, human marketers excel in adapting to changing trends and effectively communicating with customers. Most AI marketing tools have limited knowledge. For instance, ChatGPT is currently only set up to know current events up to September 2021, which leaves a large gap.
On the other hand, humans possess the flexibility to adjust strategies promptly, leveraging our interpersonal skills to engage with customers personally and build trust. These qualities collectively empower human marketers to create meaningful marketing experiences that AI alone cannot replicate
WHAT’S NEXT FOR AI VS HUMAN INTELLIGENCE IN MARKETING
AI provides several benefits for businesses in any industry. In fact, the marketers we surveyed use AI for various tasks — from analytics and social media to advertising and predicting customer behaviour.
That’s not to say companies don’t need to hire human marketers anymore. AI isn’t inherently creative — it simply does as it’s told and trained.
To effectively write copies that encourage humans to engage with your business, you need a human touch. An AI may identify the top benefits your customers look for in your product by processing their information. However, only a human can craft a message that resonates with fellow humans and convinces them to convert.
That’s why it’s essential to leverage the power of both AI and human intelligence. Data can inform your marketing strategies, while humans can think beyond the numbers and information.
What will be the consequences of your decisions? What emotions must you evoke from your target audience to get their attention? The answer to these questions is human creativity and imagination.
CONCLUSION
In conclusion, the debate between Artificial Intelligence (AI) and Human Intelligence (HI) in marketing is not a battle of adversaries but an exploration of the synergies that can redefine the future landscape. AI, with its data-crunching capabilities and predictive analytics, provides marketers with invaluable insights, automating tasks, and enhancing efficiency. However, it is the human touch, creativity, and emotional intelligence that infuse campaigns with authenticity and resonate with the audience on a profound level.
Our journey through the realms of AI and HI has unraveled the potential for a symbiotic relationship. As we navigate the complex marketing terrain, embracing the power of AI tools to streamline operations, analyze vast datasets, and optimize campaigns, we must not lose sight of the human element. Ultimately, it is the human touch that sparks innovation, drives creative storytelling, and connects with consumers on a visceral level.
The AI vs. HI showdown is not about choosing sides but about finding the equilibrium that leverages the strengths of both. By amalgamating the analytical prowess of AI with the human capacity for empathy and creativity, marketers can craft campaigns that are not only data-driven but also emotionally resonant. It’s a partnership where AI empowers, and human intuition guides, forging a future where marketing transcends boundaries and achieves unprecedented heights of success. As we embrace the era of AI, let us remember that the heart of marketing lies in the artistry of human storytelling, making each campaign not just a statistical success but a compelling narrative that captivates and endures.
