AI in Marketing… Let’s Talk About It

Look, we get it. Since the advent of artificial intelligence (AI), it has been met with a range of reactions from curious to apprehensive. It seems as though many of us have been disturbed by the idea thanks to pop culture ever since the release of films like The Terminator and 2001: A Space Odyssey. However, with many new AI tools being released and enhanced on what feels like a daily basis it can get one thinking.

The current public consensus about AI is a mixed bag to put it lightly. Some are fully embracing it to create artwork, music, research, graphics, writing, code, and much more. On the other hand, many harbor reservations fearing that machine learning could jeopardize future employment opportunities and creative pursuits. While both sides of the argument are valid, there is a very solid and helpful middle ground that we as marketers can- and should, embrace.

AI is a TOOL, Not a Replacement.

It is vitally important that we accept AI as a marketing tool, as opposed to something that’s going to replace a job or an artist. While AI can swiftly generate articles or images, its efficacy hinges on the user’s proficiency in harnessing its capabilities. Because most AI systems use millions, possibly billions of online sources to learn and expand its knowledge base daily, its output may not always be reliable or accurate. The bottom line is that while AI can be amazing at what it does, it’s often only as effective as the user behind it, especially when it comes to creative pursuits. 

How is RDW Group Beginning to Use AI?

For now, we are studying it and testing it in a variety of applications to determine how it can be useful in improving efficiency and, potentially, augmenting creative processes. We have been steadily integrating AI tools and technology into our day-to-day work and utilizing it for our clients.

We are very close to being ready to roll out AI tools that serve as virtual assistants specifically trained in clients’ areas of expertise. These tools would draw upon a closed universe of proprietary product or service knowledge designed to better inform consumers and streamline the buying journey. The idea is that this technology will replace the simple customer service “chatbots” that you may find on many websites. 

We’re also exploring the power of Adobe’s “generative fill” feature and Canva’s “Magic Studio”. Tools like these allow the user to enter a prompt or ask the software to perform simple editing tasks. This would decrease the demands on designers– specifically RDW’s creative and social teams on a daily basis. Why spend hours editing out backgrounds or artificially extending the size of images when a simple tool can help you do that in seconds with essentially the same results? That being said, these tools are not perfect and require a professional to fix imperfections. The user must have background knowledge about how to use Photoshop, Canva, and AI effectively before being able to use these tools to their maximum potential.

Last but not least, we are using AI as a lightning fast research tool, accelerating our assimilation of data and information and reducing our learning curve when facing complex challenges in client industries. Again, having the knowledge and experience to post the right queries and process the results is paramount. 

How Can We Use AI From a Creative Standpoint?

As a graphic designer, it’s not uncommon to get stuck conceptualizing ideas relating to a new logo design, exploring a new typeface, or finding appropriate graphics for the needs of our clients. AI can assist in giving us a jumping-off point towards what we’re looking for; without directly doing the job for us. 

Here’s a fun hypothetical: say that we’re working with a client who wants a logo for a healthcare technology company located in the mountainous region of Franconia Notch, New Hampshire. If we get stuck on the conceptual stage of design, we could use AI tools to generate images or use word-based prompts to steer our thinking in a new direction. AI may suggest new concepts like relating the pointy mountains of the region into the waves on a medical test as a new logo design. At the end of the day, AI didn’t do our job but rather expanded our thinking and creativity in order to assist our clients to the best of our ability.

AI in the professional arena is a bit of a rollercoaster, but due to its inevitable integration into both business and our daily lives, it’s time to ride the wave and not fight it! Acknowledge AI as a marketing sidekick, not a substitute, and watch the magic unfold. It’s the tag team of human smarts and AI wizardry that keeps the wheels turning, striking a perfect balance between innovation and human touch.

P.S. – Fun fact, AI was used to help edit this blog for grammatical errors!