Artificial intelligence permeates every piece of modern technology we use. From audio streaming platforms recommending songs and podcasts to using an Alexa or Google Home to control your lights, these tools all help make our lives easier and automate tasks that people prefer to spend less time doing.
Beyond consumer products, AI also drives many of the digital business tools that countless industries use each day. In the digital marketing industry, simple tools such as email subject line generators and full-scale automation and scheduling platforms leverage some degree of intelligence to enhance a human practitioner’s ability to level up their productivity in less time and with less required resources.
Continuing with part-two of our discussion with the Marketing AI Institute’s Paul Roetzer, Marcus and Tim dive into the heart of artificial intelligence and its role in shaping the future of digital marketing agencies. As one of the foremost thought leaders on AI through the lens of MarTech, Paul is quite simply the best person to explain this topic that is only gaining more relevance each year.
Watch Part 2 of Marcus and Tim’s Discussion with Paul Here:
Will AI Completely Replace Humans in Marketing?
In the episode, Paul estimates that 80% or more of all normal tasks will be intelligently automated in the not-too-distant future. For many agency owners and entry-level analysts alike, this raises a common concern - are these tools a threat to human capacity and potential?
While these worries are indeed understandable, Paul states that these AI tools are shaped around the needs of human marketing professionals. They are designed to assist people rather than compete against them.
For example, a language learning tool like Jarvis can be used to assist a person in writing a long-form blog post for their client. If you do not know where to start with a topic, or are unsure if your outline covers every necessary detail, Jarvis can help create an outline and some initial copy for the human writer to revise and expand. Instead of taking an hour to piece together 750 words of content from scratch, the writer can cut down a large amount of spent on preparation and initial drafting.
Human beings will always have an important role in the digital marketing industry. AI tools are meant to augment human potential by streamlining redundant tasks and allowing more time for people to focus on their core competencies and the aspects of their careers that they enjoy the most.
The One Big Thing: Start Finding the Right AI Tools for Your Agency
As we always like to end each episode with an actionable takeaway, Marcus asked Paul what his “one big thing” would be about AI. Paul recommends that agency leaders start taking the next step toward adopting AI tools as soon as possible.
Wondering how to take that next step? Paul recommends that you make a list of all the tasks that you complete each month, identify the ones that take the most time, and search for intelligent tools that can assist in streamlining these processes.
This does not mean that marketing AI tools are poised to stage a Terminator-style coup on human analysts. Instead, they will help leveling up your agency by creating more time and flexibility to scale at higher volumes with more efficient performance.