Matthew Widdop
Matty is a Junior SEO Executive at Intelligency, helping our clients to improve their digital performance. Matty is currently studying for his Level 3 Multi-Channel Marketer apprenticeship and has completed a Sport Journalism Degree at the University of Huddersfield.
How does AI Work?
Artificial Intelligence (AI) uses large language models (LLM), machine learning models that can understand and generate human text, to process and analyse large amounts of data which it can feedback to the end user.
Why use AI in Digital Marketing?
Digital marketing encompasses a wide variety of different disciplines, that can benefit from AI software integration:
- Content Marketing
- Graphic Design
- Search Engine Optimization (SEO)
- Social Media Management
- Email Marketing
By using AI, marketers can summarize and create content, learn new concepts and automate tasks.
How are Digital Marketers using AI?
With new tools and platforms being released on a constant basis, marketers are constantly finding new ways to use AI to benefit their workflows. Some of the most common ways marketers are integrating AI include:
- Content Creation + Optimization:
Chatbots use prompts to create different types of content either from scratch or expanding on already created content.
- Powered Chatbots:
These chatbots are integrated into websites to improve the user experience for customers. Chatbots can answer FAQs for website visitors to save them time.
- Data Analysis:
AI tools can analyse large amount of data that take days or weeks to process. This saves time and improve workflow.
- Research/ Market Research:
Instead of using a search engine where a user would have to access different links, using AI Tools means all the information is readily available for users in one place.
- Graphic Design/ Image Creation:
Graphic design can be a pain staking task, taking a lot of time, skill and creativity to master. However, with Generative Image AI users can now give prompts to create images, this drastically saves time and resources.
Different AI Tools & Platforms
There are already thousands of different tools and platforms to choose from to help with a variety of different tasks, some of the most popular include:
- ChatGPT – The most popular tool on the market, ChatGPT is an AI chatbot that helps users complete various tasks through human-like conversations.
- Gemini – Google’s answer to ChatGPT, an AI chatbot launched in March 2023, formally known as Bard.
- Perplexity – Similar to ChatGPT and Gemini, Perplexity’s strength is delivering accurate, citation backed information while Chat GPT has more in-depth detailed conversations.
- Dall E – Created by OpenAI, Dall E is a generative text to image-based AI tool
- Midjourney – Also a Generative image-based tool, is used for graphic design, mood boards and more.
Should we be worried about AI in Marketing?
While AI can be used as a force for good in the world of digital marketing, we also must consider the potential negative impact it can have:
- Low-Quality Content:
Users who use AI tools to create content from scratch may find that this negatively impacts their online performance. ChatGPT finds its information from sources across the web, therefore any content created will likely not be unique and lack any human touch. Subsequently, websites will see poor performance as high-quality content is crucial to companies online marketing efforts.
- Hallucinations:
Hallucinations are incorrect or misleading results that AI tools generate. These Language Models are powered by the information that they receive, therefore if they have insufficient or low-quality training data then they often make mistakes in their process. It is important to look out for hallucinations and always fact-check information.
- Data Privacy Concerns
AI Tools store all the data that they receive from their users, therefore giving any sensitive or confidential information is a potential data breach. If someone asks a question regarding this sensitive information the AI system can give them access.
AI is set to have the largest impact on marketing since the invention of the internet and subsequent adoption of the smartphone, if used correctly it can be a force for good, improving workflows while saving companies time and money. Companies still need to make sure they are using it correctly, however, as incorrect usage can damage a company’s reputation as well as their online performance.
