Over the past five years, Digital Marketing techniques and trends have revolutionized rapidly. Moreover, the advancement graph seems to elevate further, showing no signs of lagging. In the realm of digital marketing, Artificial Intelligence (AI) has indeed become a significant entity. For quite some time now, AI has been assisting several small scale businesses and large companies in their levels of profitability and productivity. AI-powered tools have brought in new opportunities for advanced advertising, which enables business owners and marketers to have a better understanding of their sales cycle and customers’ behavior. Therefore, we can conclude by saying that an organization or company that neglects the utmost importance of AI is likely to experience a downfall in the coming years.
UNDERSTANDING THE ROLE OF AI IN DIGITAL MARKETING
For gaining customer loyalty and credibility in the present digital age, most of the digital marketers across the globe rely on AI-based technologies. Such technologies work by uploading data into embedded systems that further combine with smart algorithms and iterative processing – allowing the software to perform as per the assigned patterns. Consequently, business owners and digital marketers can make data-oriented decisions, which increase their brand awareness and enhance the overall revenue generated of the business.
In the field of digital marketing, there are various possible implementations of AI. It helps the companies in increasing their customer pool and assists them to automate their already existing client engagement models. A lot of companies and organizations employ chatbots to deal with their customers’ queries and concerns. AI has efficiently reduced human dependency on numerous tasks, including content creation and Content Marketing. It also plays a crucial role in understanding the demands and needs of the people and then accordingly helps the marketers and business owners in crafting a Digital Marketing Strategy.
The extensive influence of AI this year has undoubtedly proved its significance in the modern marketing world. As we are now about to enter 2020, we must gear up ourselves to face the AI challenges that 2020 shall pose to the era of digital marketing. So, it is time to have a look at the top AI challenges and prepare ourselves accordingly to deal with them.
1- Continuously changing and ever-evolving AI trends
Most of the business owners around the world strongly believe that by optimizing AI, they are promoting their brand as a part of a smart marketing strategy. What they are doing is driving potential efforts to incorporate such systems into their business and achieve their ultimate objectives. However, their journey to success sometimes slows down by the constantly changing and continuously evolving AI environment. It is arduous for companies to upgrade their employed software and make it adaptable to the upcoming trends and tactics. For instance – if a breakdown occurred at the time of up-gradation, it can pose a threat to the company, with the risk of losing valuable data and information. Without any second thoughts, restoring information requires a lot of time and money.
2- No high-quality data
For leading towards the ultimate path of success and growing your business in the digital age, you must realize the paramount importance of having high-quality data in enhancing the marketing approach and boosting the overall sales. However, data scarcity has indeed become a severe issue for AI in its levels of productivity. Most of the AI projects lose their essence and value because of the poor quality of data. In the modern world, people have witnessed more access to data than ever before, yet the datasets appropriate to AI applications are still undiscovered.
3- AI demands high levels of investment
While implementing AI in your overall business and Marketing Strategy, another crucial element that requires consideration is cost. For enhancing user experience and automating the already existing processes, organizations and business companies are nowadays investing a lot, to have an AI platform. Some of the leading companies in the world like Microsoft, Google, Amazon, etc., have already invested in AI to achieve more success in the long run and stay updated.
4- Potential risks and ethical concerns associated with AI
For some people, AI is a striking phenomenon, and for others, it can be creepy. Digital marketers are of the view that AI holds immense potential for increasing business growth, that too, in the best possible manner. However, with an abrupt advancement in AI, several moral issues have come to light, as well. AI-powered systems and tools work on delicate and personal information, which is prone to data breach and identity theft. The clients are increasingly becoming aware of privacy concerns and are demanding strict security strategies. Furthermore, it is also possible to modify AI-enabled systems, which can lead to something risky and profess serious concerns.
5- Less number of use cases
For getting immense support from the business and corporate sector, AI requires more use cases in the market. Investing in an AI-based project without observing its practice use and application in the market is simply of no use at all. To be specific, not everyone is skillful enough to operate the smart AI machines, which are capable of thinking and learning by themselves.