We live in a high-tech era, and life has become more convenient. Telephones and laptops are replacing traditional workplaces, voice assistants and chatbots are responding to customer inquiries, and artificial intelligence is taking over various tasks. While AI is revolutionizing fields such as physics and medicine, it is also a concern for creative professions such as marketing and copywriting.Dmitrii Khasanov, digital marketing expert, angel investor, project mentorwill help you understand this issue more deeply.
Dmitriy Hasanov, a Miami-based digital marketing specialist and founder of Merandia Agency, has dedicated his professional career to exploring influencer marketing for business growth in the United States. In recent years, he has been deeply involved in the research and application of artificial intelligence and machine learning technologies to develop powerful marketing strategies.
Dmitry, when and how did you start marketing?
When I first started in the world of marketing, the word “digital” was just an interesting adjective. Everything was different then. There was no social media buzz, no influencers to collaborate with, and definitely no talk of AI-powered strategies. Marketing as a whole has always been an inspiration and motivator for me. Imagine having complete control over what people think about your brand and how they buy from you. This is the real power of marketing and that is what gave me the energy to learn more about marketing.
How has marketing as a whole changed since you first started in the industry?
The first clickable banner appeared in 1993, and Yahoo rose to prominence in 1994. This was groundbreaking. Fast forward to the 2000s and Web 2.0 is here. Websites like MySpace and later Facebook completely changed the course of marketing history. No longer are brands broadcasting advertisements to consumers, it has become a true two-way conversation between consumers, allowing endless opportunities to increase sales. Then came the delicate yet powerful cookies. This has allowed us to understand our audience better than ever before, allowing us to tailor content and ads to drive even higher engagement and conversions.
As of today, I'm truly amazed at how far we've come. With tools like AR, targeted advertising, and artificial intelligence, the opportunities seem endless.
How has AI changed the digital marketing field in the U.S. recently?
Well, a lot has changed. The impact of AI on digital marketing in the United States has been truly transformative. Artificial intelligence has ushered in a new era of efficiency and personalization in marketing strategy. With the ability to analyze huge data sets in real time, AI enables marketers to make data-driven decisions and optimize campaigns like never before. This has resulted in more precise targeting, better customer segmentation, and increased ROI for companies. AI-driven chatbots and virtual assistants also enhance customer service and engagement, providing users with instant responses and personalized recommendations. On the other hand, new technologies are taking a toll on many creative industries and individuals working in sectors such as marketing, communications, and content.
How will AI replace marketing and content creation specialists?
AI is not meant to replace marketing or content creation specialists. Rather, it complements and enhances their role. Let’s be honest: AI can help generate and optimize content, but it’s essential to recognize that the human touch, creativity, and storytelling skills of marketing and content specialists are invaluable. With AI handling data-driven tasks and automation, technology and experts work in synergy, allowing experts to apply their expertise and creativity to deliver the best results.
You mentioned that there is a synergy between talent and technology, but professionals continue to be laid off because of AI. Who is in charge?
Yes, I heard that the company announced plans to cut 417,000 jobs. This is a 315% increase from his announced 100,694 layoffs in 2022. And the main reason is AI. If you're talking about marketing and people getting laid off because of new technology, I don't support that. It is strategically wrong on the part of the company's management. It is important to understand that in these situations, the person responsible is usually the company's management or decision makers. Ideally, the integration of AI and automation will be focused on upskilling and reskilling existing employees. Professionals should be given the opportunity to adapt to these changes, learn new skills, and collaborate with AI to enhance their capabilities. This is a shared responsibility for management and employees to work together to navigate the evolving landscape of technology and employment. AI is a powerful tool, but it requires someone to manage it.
What are the main challenges marketers face when implementing AI?
I definitely want to highlight the main challenge when dealing with AI: the human factor. In the early days of artificial intelligence, many of us did not have the knowledge or skills necessary to harness its potential. Surprisingly, some of these individuals continue to play similar roles today without adapting to technology. This observation is a recurring theme in our daily interactions with people and businesses around the world. They may understand the concept of AI, but struggle to utilize it effectively. I think this is a big problem.
Digging deeper, marketers face hurdles such as data quality, system integration, skills gaps, and implementation costs. Managing change within teams, mitigating algorithmic bias, and measuring ROI becomes even more complex. Furthermore, ensuring compliance with regulations and ethical considerations represents an important aspect of AI implementation in marketing.
What skills do you think are essential for future digital marketers in AI-centric fields?
Future and current digital marketers need to be good at data analysis, understand the basics of AI and machine learning, and align their content strategies with AI recommendations. Staying up-to-date on SEO and SEM is important, as is segmenting your audience effectively. However, the most important skill is being creative. Technology can replace people doing monotonous tasks, but it can never replace people using creativity and imagination.
How can marketers use AI to balance automation and humanity?
As I mentioned earlier, synergy is the key. While creative tasks should be left in the hands of imaginative individuals, AI can efficiently handle the mechanical and analytical aspects.
Which U.S. industries will be most impacted by AI in marketing?
Well, this country is very open to new technologies. In my view, e-commerce, digital advertising, finance, healthcare, hospitality, entertainment, retail, telecommunications, automotive, and real estate will all be significantly impacted by AI in marketing. This means that these industries have already adopted artificial intelligence tools and practices and will continue to open up new technological horizons.
When it comes to customer experience, what does the future hold for AI-powered conversational marketing?
It's all about chatbots and virtual assistants. These technologies are already part of our daily lives and are poised for significant growth. The conversational AI industry was valued at $6.8 billion in 2021 and is predicted to expand at a staggering CAGR of over 21%, potentially reaching over $18 billion by 2026. . Can you imagine how big that would be?
What will happen to digital marketing in America now that everyone is using AI?
In the United States, a highly developed hub for digital innovation, we are often at the vanguard of digital trends. As the adoption of AI in digital marketing becomes widespread, we believe we will continue to lead the way in effectively implementing this technology. Perhaps we could be the first to balance human creativity with AI precision.
