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A computer screen and a mobile phone screen displaying the Chat GPT website's home page to illustrate the rising use of artificial intelligence (ai) in digital marketing.
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The Role of AI and Human Interaction in Digital Marketing

Many businesses have recently encountered various challenges when it comes to marketing their content. From keeping up with constantly evolving digital marketing technologies to managing customer expectations, the pressure to deliver results has reached unprecedented levels. Hence, leaders are turning to generative AI to stay ahead of the curve and drive growth. One of the most prominent tools, ChatGPT, uses machine learning algorithms and natural language processing to not only understand the context and meaning of written text, but to formulate human-looking answers. Creating high quality and compelling content has been greatly simplified, making digital marketing more efficient and effective than ever before. However, as we rely more on technology to engage with customers, we must not undervalue the human touch.

A robot giving a flower to a skeptical woman to show the importance of human to human interactions in marketing.

The Benefits and Limitations of AI in Digital Marketing

AI-powered technologies like ChatGPT have revolutionized digital marketing by allowing businesses to have a finer understanding of their audience through data analysis and prediction of consumer behaviour. Namely, AI can analyze social media data and create posts that better target their segment. Furthermore, produce personalized content at scale, thus improving engagement with customers. These solutions can automate numerous time-consuming tasks such as schedule posts and track metrics, enabling marketers to focus on strategy and analysis. However, AI has its limits, particularly when it comes to offering tailored experiences and comprehending sentiments. Brands that rely solely on technology risk losing the emotional connection that only human interaction can provide.

Lady playing checkers with a robot, to demonstrate the limitations of AI in marketing.

Why Human Interaction Matters in Digital Marketing

While technology can certainly improve the customer experience, it can also compromise it. Indeed, the emotional bond that results from interpersonal interaction cannot be replaced. Customers want to feel heard, understood, and valued, which cannot be achieved through automated chatbots or algorithms. Nowadays, as consumers are bombarded with ads, they crave authentic connections with brands more than ever. To create a relationship that goes beyond transactions, mankind is mandatory. Thus, businesses must reconsider their strategies to ensure that human interaction remains a key component of digital marketing.

A human hand and a robot hand entering in contact to illustrate how the perfect balance can be achieved by incorporating them both in a digital marketing strategy.

According to a survey by Accenture, 83% of U.S. consumers prefer dealing with human beings over digital channels when solving customer service issues.

Rethinking Digital Marketing Strategies

One way to achieve this is to place a strong emphasis on customer service by making sure that they can always reach live people who can assist them. By prioritizing their consumer’s feedback, engaging with them in a two-way dialogue, actively listening to them and addressing their needs and concerns, brands can cultivate trust and loyalty. Finally, personalization remains critical. Those who can tailor their messaging and experiences will be more successful in building emotional connections.

In conclusion, while AI has brought incredible advancements to the marketing sector, it cannot substitute social interactions. To establish long-lasting and meaningful relationships with their customers, companies must combine the strength of AI with the emotional intelligence of people. By redefining their digital marketing approach while ensuring that humans remain at the forefront, brand can create an unmatchable experience for their audiences.

An image of a cellphone resting on top of a laptop with the recognizable OpenAI logo displayed on the laptop's screen. The cellphone screen displays a blank black background with no visible content or apps.

Sources

Marketing needs human superpowers for the Digital Era. Gartner. (2022, August 4). Retrieved March 30, 2023, from https://www.gartner.com/en/insights/gartner-business-quarterly/q3-2022/marketing-needs-human-superpowers

Marr, B. (2023, March 2). How will CHATGPT affect your job if you work in advertising and marketing? Forbes. Retrieved March 30, 2023, from https://www.forbes.com/sites/bernardmarr/2023/01/17/how-will-chatgpt-affect-your-job-if-you-work-in-advertising-and-marketing/?sh=33ab449739a3

Voss, K. (2023, March 23). Chatgpt and Generative AI in content marketing. Insider Intelligence. Retrieved March 2023, from https://www.insiderintelligence.com/content/chatgpt-generative-ai-content-marketing

Willens, M. (2023, March 24). Chatgpt and Generative AI in Media and advertising. Insider Intelligence. Retrieved March 30, 2023, from https://www.insiderintelligence.com/content/chatgpt-generative-ai-media-advertising

Williamson, D. A. (2023, March 20). Chatgpt and Generative AI for Social Media Marketing. Insider Intelligence. Retrieved March 30, 2023, from https://www.insiderintelligence.com/content/chatgpt-generative-ai-social-media-marketing

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