The benefits of using AI are also a widely discussed issue in the area of PR and marketing. The possibilities of artificial intelligence are gradually increasing, and thus its impact on particular areas of everyday life and modern business is increasing. Today, AI tools are used in many industries, bringing breakthroughs in various processes related to company operations. It is no different in marketing and PR. A properly used digital mind significantly improves the preparation and implementation of advertising strategies. How exactly can it help your brand? We discuss the three most important benefits!
What will you learn from the article?
The article discusses the most beneficial ways of using AI in marketing and PR, such as process automation, personalization of communication, and optimization of advertising campaigns. Artificial intelligence is presented as a tool that streamlines work and increases the effectiveness of undertaken activities. The use of AI technology requires a responsible approach. Therefore, not only its advantages are presented, but also the disadvantages and threats associated with it. What are the benefits of overcoming these difficulties? How to minimize the risks associated with AI and enjoy improved quality of work?
Process automation with AI
One of the key benefits of using AI is its ability to automatically collect and process large amounts of data from various sources. Such as social media platforms, analytical tools or CRM systems - and generating reports in real time. Thanks to this, you can easily monitor and report marketing campaigns, observe trends and evaluate results.
AI is also making a real revolution in the management of social media, which is one of the key spaces today creating a brand image. The digital mind can analyze and evaluate hundreds of thousands of posts, filtering and sorting them according to specific criteria, such as popularity, topic, reactions or language. This allows administrators to quickly find the most important content and manage it appropriately. In this way, AI tools also help to understand and predict the needs and behavior of recipients, as well as segment them.
Thanks to AI, we can also plan the publication of posts, optimize content in terms of SEO guidelines, create content according to previously established templates and analyze campaign performance. Examples of AI tools most often used in social media: Hootsuite, Socialbakers, Lately AI, Canva, Copy AI.
Artificial intelligence allows you to automate many advertising-related processes, especially those that are routine or require precision and time. AI algorithms thus relieve the workload of employees, who can then devote themselves to other, strategic activities.
Benefits of using AI in the area of communication personalization
One of the keys to marketing success is personalization. 89% marketers see a positive return on investment when they use it in their campaigns [source: https://explodingtopics.com/blog/personalization-stats]. All PR activities essentially aim to reach the right recipient with the right message at the optimal time. It's about adapting the content, offer and experience to the individual needs of the customer. To make this possible, you first need to know your brand persona well - their demographic data, preferences, needs, problems, habits, shopping paths and communication channels they use. Then, individual forms of promotion should be adapted to this. And here you can see the benefits of using AI. Artificial intelligence once again proves to be a great ally in reaching customers.
Based on previously collected data, AI algorithms can predict what messages, advertisements or offers will be most interesting to specific people. This makes it possible to provide personalized, valuable and engagement-building content.
Another benefit of using AI is the ability to automate personalization processes. How? For example, by creating tailored emails or product recommendations on websites. This increases the effectiveness of marketing activities and leads to better sales results.
Optimization of advertising campaigns thanks to artificial intelligence
AI also helps in optimizing advertising campaigns. How? Let's start with the fact that it constantly analyzes data about its results (e.g. click-through rates, conversions and ROI), identifying the factors that influence its success or failure. On this basis, it recommends specific solutions and suggests changes in content, promotion channels and targeting. Predictive algorithms are also helpful, as they allow you to anticipate trends and tendencies in audience behavior and their next steps. They also enable the identification of the most valuable customers and then directing specific campaign activities to them. All this allows you to dynamically develop and adapt campaigns in accordance with current needs and context.
What other benefits of using AI are worth highlighting? Artificial intelligence can also support the optimization of advertising expenses. It is able to identify which advertising channels and strategies bring the greatest return on investment. Adapting promotional activities to this and planning the budget appropriately may prove to be a recipe for success.
Artificial intelligence: advantages and disadvantages
Like any human product striving to solve problems and make improvements, AI has its advantages and disadvantages. What are the most important advantages of artificial intelligence? Primarily:
- Increasing work efficiency and productivity, relieving employees of tedious, repetitive activities;
- Enabling you to make decisions based on a huge set of data, which provides a better overview of the situation and allows you to make faster and more accurate decisions;
- Fast analysis of very large amounts of data, allowing the detection of patterns that are not visible at first glance;
- Replacing people in carrying out tasks that pose a threat to health and life, such as providing assistance to injured people in disaster zones.
In turn, the disadvantages of artificial intelligence that need to be faced and tried to be overcome are primarily related to issues such as:
- AI hallucinations – situations when the artificial intelligence model generates false, inaccurate or contradictory information.
- Dilution of responsibility – the use of AI can make it difficult to hold people or organizations accountable for misuse of technology. The situation is even worse in the case of systems making automatic decisions - the reasoning processes carried out by the programs may be inaccessible or incomprehensible to humans, making it impossible to verify their correctness.
- Possibility of creating discriminatory algorithms - resulting from the introduction of limited data, duplicating existing prejudices and stereotypes.
- AI technology has a negative impact on the environment due to the fact that its training, as well as building data centers, have a huge carbon footprint.
Artificial intelligence – threats
Although AI is stunning with the possibilities it brings, you cannot be an uncritical and fully trusting recipient of even such a sophisticated technological work as artificial intelligence. The threats to humanity that can be expected range from those that are close and real in terms of changing our daily functioning to concerns about the safety and survival of humanity.
How justified is the concern about the loss of jobs resulting from the replacement of people by machines, especially in the case of simple and repetitive tasks? Will digital assistants and similar computer programs deteriorate people's social competences, reduce interpersonal interactions and worsen their mental health? Why should we believe that governments will not use AI to control the lives of citizens, sow disinformation and propaganda to manipulate society? Finally: can we sleep soundly in a world of armed conflicts and the availability of artificial intelligence that could be programmed to decide and act autonomously?
The threats of artificial intelligence are real and you should keep them in mind when planning to use and implement further tools into your life and work. A very long time ago, at the dawn of humanity, fire was a great good - which can be a destructive element if it is left to develop uncontrolled or appropriate protection is not used. You could say that AI is the “fire of the 21st century.” It is a great opportunity, but also a huge responsibility not only for its creators, but also for its users.
Artificial intelligence is the present!
The challenges associated with AI technology cannot be avoided, but they can and must be faced. Respecting applicable legal regulations, but also observing basic ethical principles, acting according to values and remembering to leave important decisions to people who, unlike machines, may be responsible - these are the most important actions that will translate into minimizing the negative effects of the use of AI. Artificial intelligence will not surpass humans, but humans working in cooperation with artificial intelligence can surpass themselves.
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As you can see, artificial intelligence can significantly streamline and improve marketing and PR activities, and this support is multi-pronged. However, it is important to remember that it does not work magically - proper management of this technology is crucial. It is important to select appropriate tools for the specific nature of the company and entrust their use to competent people.