Marketers are increasingly relying on AI to aid their work. Andy Martinas of Team He Luis says that by using technology correctly, we can win the war against ever-increasing demand.
The problem with being a modern marketer is that we already feel overwhelmed, yet the number of requests for our time and attention only continues to grow. Ding. Here comes Slack. Ring ring. Here's the Zoombomb. Buzz. Another client request via WhatsApp. No need to worry about monitoring project channels, updating timesheets, or coordinating requests for proposals (RFPs). No need for research, emails, chats, or meetings, which take up 60% of your day, according to Microsoft.
As ever-increasing demands are placed on us, so too do our expectations. Modern job descriptions expect excellent time management skills and a range of other attributes, along with an increased commitment to responsibilities. However, it's no secret that the modern worker prioritizes flexibility. And as we strive for a better work-life balance, many are wondering how AI can help us achieve the right split. In fact, despite fears and skepticism across the industry, many in marketing departments are already leveraging AI to make their jobs easier.
But are marketers using AI because they're too busy or too lazy? And are they using it in the best way?
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Marketers face more challenges than ever before, from finding the needle in the haystack to helping shape campaigns and strategies to keeping up with rapid innovation and technological developments, all while understanding how these advancements impact our customers and consumers. When it comes to AI, many in the industry are not only assessing whether their customers can use it in an appropriate and beneficial way, but also considering how they and their teams can benefit from it.
A recent study conducted by my colleagues at Team Lewis found that 72% of global marketers are already using AI in their marketing efforts. According to HubSpot, 60% perceive his AI tools as useful assistants to support their roles, finding that AI tools help with repetitive tasks and time-consuming processes, and that they spend up to 2.5 hours per day We believe it will save you time.
Meanwhile, when it comes to creative teams, half of writers are already using AI to improve content performance. In the UK, the top creative use cases for generative AI are content ideation or brainstorming (52%) and creating visuals (47%). Despite many' initial fears that they might be replaced by AI in the future, it seems the technology is increasingly being used in creative fields to solve problems instead of thinking and acting. The question we need to ask is, why?
McKinsey estimates that generative AI could increase marketing productivity alone by 5% to 15% of total marketing spend. This means that many of us spend our working hours doing boring and time-consuming tasks, which means our brain power may be spent on mundane activities rather than creative execution. is showing. We're not too lazy, but we're too tired to come up with big ideas that increase our output.
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Humans have nuanced understanding, thought processes, and emotional intelligence that AI does not have. But that doesn't mean AI isn't useful. The benefits of AI go beyond sending meeting summaries and streamlining your operations. It can also be used to improve marketing. Some companies are already using AI to analyze consumer behavior and preferences, while others are leveraging it to inspire and build on ideas, both of which can drive creative outcomes. You can increase it.
In fact, AI can play a role in creating the right campaign messages that target and reach the right audience. More than three-quarters (77%) of marketers say generative AI helps them create more personalized content. This is important because 93% of marketers say personalization increases sales. This shows that AI, used effectively and in partnership with humans, can help make marketing more effective.
There's no denying that AI carries risks, especially around privacy, ethical use concerns, and data governance. There's a lot to be learned about the role it can play in marketing and society at large. And as it continues to evolve, it doesn't seem like it's going to get any easier to keep up with developments. But consumers are tired of generic, one-dimensional, or AI-generated content, and are becoming increasingly cautious about marketing efforts.
Therefore, using AI wisely to free up creativity can help cut through the noise of a crowded digital environment, so we can spend more time doing what we do best – creating. And less strain can prove to be less “laziness” which translates into more effective marketing.
