“Artificial Intelligence Tools: Not Breaking Through Channel Marketing Yet”
Channel marketers have yet to fully adopt Artificial Intelligence (AI) tools into their regular work operations, reports have revealed. A survey carried out during a recent Coterie Connect event displayed only a 10% adoption rate, showing marketers have been slow to integrate these AI tools despite being aware and often already utilizing such technologies in their personal lives.
Major concerns hindering AI adoption include a lack of standard guidelines, anxiety over data integrity, and an expressed sentiment that AI technologies fail to deliver compelling results with ease. Shona Bettany, a professor of marketing at the University of Huddersfield, highlights a major need for standardized guidelines around AI use in industries across the board.
Another challenge is realistic expectations – AI is not going to instantly deliver a refined marketing strategy. As Bettany describes, “Generative AI is not going to give you a workable outline marketing strategy the first time, or even the tenth time. But it does help you break that blank page – it’s a launch pad, not a destination.”
Despite the slow adoption rate, AI tools like generative AI, a tool that helps to create content, show the potential for serving as a catalyst in the marketing process and enhancing our productivity once its limitations are appropriately understood and utilized.
Now, dear reader, what's your take on this? Do you think AI will diminish the human touch in a marketing strategy or elevate it to unprecedented heights? Let us know in the comments section!
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