“I’m sorry, Dave. I’m afraid I can’t do that.”
-HAL

It was 55 years ago that Arthur C. Clarke and Stanley Kubrick explored the thrilling and terrifying dance between man and machine in their sci-fi masterpiece 2001: A Space Odyssey. As the brain of the spaceship in the novel and movie, HAL is an onboard robot that uses information systems to become human-like. An acronym standing for Heuristically programmed ALgorithmic computer, “Heuristic” and “Algorithmic” are two primary processes of human intelligence. Dave is the main character, the mission commander, who finds himself locked outside the spacecraft, asking HAL to open the pod bay doors and let him back in. HAL says no, the mission is too important to allow humans to jeopardize it. Clarke and Kubrick were prescient men.

Today, society stands at the threshold of—depending on how one looks at it—a revolutionary new age of content generation or a potentially HAL-ish moment in history: the dawn of easily accessed generative Artificial Intelligence (AI). In 2001: A Space Odyssey, when HAL becomes sentient and chooses to lock Dave out of the spaceship, we see a prediction of what could happen if AI-powered machines were to break bad. Even the CEO of OpenAI has testified before Congress that he believes AI needs to be overseen and regulated to mitigate its risks and thwart the ill-intentioned.

Without delving further into the details of its origin or the debate about the socioeconomic impacts, ethics and morality of AI, let’s look at the power this technology holds for the business of marketing communications.

First and foremost, it is our belief that generative AI programs, such as ChatGPT and DALL-E, are useful and beneficial tools, much as pen and paper, typewriter, computer, tablet, and smartphone have proven their worth in the communicator’s toolbox. Have the tools of the marketing trade become smarter and more powerful over time? Without a doubt. The phones in our pockets are exponentially smarter, faster and better tools than the first desktop Macs were in 1984. But the smartphone is still only a tool. In the hands of the right person, AI is another breathtakingly powerful creative tool. It is also out-of-this-world smart.

Released in 2022 by OpenAI, ChatGPT is a free AI-powered chatbot. ChatGPT answers questions typed in by the user. It responds in lightning-fast fashion, with eerily, almost unerringly human-like responses. It can develop simple or complex concepts and write about them, not only with the intelligence gleaned from thousands of years of reading and learning but often as if it possesses human feelings or emotional intelligence as well. If you haven’t tried ChatGPT yet, it’s at your fingertips: openai.com/blog/chatgpt

So, what is the emerging role of AI in marketing? We have three predictions:

1. Marketing strategists, writers and designers will use AI to jump-start creative ideas and content generation. An AI query can quickly, in seconds, identify what has been done before, maybe too many times, as it identifies patterns in strategy and content (both words and images). Because most AI creates from what already exists, we believe there will still be a need for original ideas created by humans. “HAL” may disagree. Only time will tell.
2. AI’s real power comes in asking it the right questions. Creative, effective marketers will become experts in honing the most pointed question or prompt to ask AI in order to achieve accurate, usable results. Sure, AI can deliver the answers from the database of all recorded human thinking, but if we are asking the wrong question, the results are only as good as the question asked.
3. Marketers will use AI to “get out of their own heads” and move to the universal with AI’s help in seeing those patterns. Great branding and advertising move us emotionally. We are all stirred by the same universal concepts, which show up in patterns across history. AI’s genius is in identifying those patterns.

Bottom Line: Don’t leave the spaceship. The ride is about to get interesting. For ChatGPT’s own essay on AI, read on.

Co-written by Steve Johnson (sdjohnson@riger.com) and Ann Rose (arose@riger.com)

Johnson is a managing partner at Riger Marketing Communications; Rose is Riger’s art director.

For AI’s take on this topic, here is ChatGPT’s unedited (7-second!) response to our query: “Write me a 400-word essay on AI’s emerging role in marketing communications.”

 

Artificial Intelligence (AI) has emerged as a transformative force in various industries, and its impact on marketing communications is becoming increasingly evident. AI technologies offer new possibilities for marketers to gain valuable insights, enhance customer engagement, and streamline their marketing strategies. This essay explores the emerging role of AI in marketing communications and highlights its potential benefits and challenges.

 

1. Data Analysis and Personalization: AI-powered tools enable marketers to process and analyze vast amounts of data, allowing them to extract meaningful insights and make informed decisions. Machine learning algorithms can uncover patterns and trends within customer data, helping marketers understand consumer preferences, behaviors, and purchasing patterns. This knowledge enables personalized marketing communications, tailoring messages and offers to individual customers, thereby enhancing customer satisfaction and engagement.
2. Chatbots and Virtual Assistants: Chatbots and virtual assistants, powered by AI, are revolutionizing customer interactions. These intelligent bots can provide instant and personalized responses to customer queries, improving customer service and reducing response times. They can also collect valuable customer data during interactions, which can be utilized to refine marketing strategies and develop targeted campaigns.
3. Content Creation and Curation: AI is increasingly being used to generate and curate content. Natural Language Processing (NLP) algorithms can create engaging and relevant content, including blog posts, social media updates, and product descriptions. AI tools can also curate content by analyzing user preferences and behavior, ensuring that customers receive personalized and compelling content recommendations. This automation of content creation and curation saves time and resources for marketers while maintaining a consistent brand voice.
4. Predictive Analytics and Customer Segmentation: AI algorithms can analyze historical data and predict future trends, enabling marketers to anticipate customer needs and behaviors. Predictive analytics assists in identifying target audiences and optimizing marketing campaigns for maximum effectiveness. AI-driven customer segmentation allows marketers to create highly targeted marketing communications that resonate with specific customer segments, resulting in improved conversion rates and higher ROI.
5. Ethical Considerations and Challenges: While AI presents numerous opportunities for marketing communications, it also raises ethical considerations. Marketers must ensure transparency and privacy protection while using customer data. They should address concerns about data security and demonstrate responsible AI usage to build trust with customers. Additionally, AI algorithms need to be continuously monitored and fine-tuned to prevent biases and unintended consequences that could adversely affect marketing communications.

 

AI’s emerging role in marketing communications offers significant advantages to marketers, enabling them to deliver personalized experiences, optimize campaigns, and improve customer engagement. Through data analysis, chatbots, content generation, and predictive analytics, AI empowers marketers to make data-driven decisions and create targeted communications that resonate with their audience. However, ethical considerations and challenges surrounding AI implementation must be addressed to ensure the responsible and beneficial use of this technology in marketing. As AI continues to evolve, its role in marketing communications is set to expand further, redefining how businesses interact with their customers and shape their marketing strategies.

Written by ChatGPT