Beth HawksThis month, we’ve been making our way through the top trends for digital marketing in 2024. One recurring theme is the use of AI. In awareness, engagement, and personalization, leveraging AI can improve strategies and make life easier. However, the biggest area AI can add value to a marketing team is in gaining back time. Today, we’re going to talk about improving efficiency through AI.
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Did you know?
• Marketers using AI and automation tools are 95% more likely to say their marketing strategy was very effective. • 64% of marketers already use AI. • 60% of marketers see AI as an assistant that helps them across their job duties. • 81% of marketers using generative AI say it’s effective at assisting them in their roll. • 63% of marketers believe that in 2024, most content will be created at least in part with the help of generative AI. • 56% of marketers who use generative AI for content creation say it performs better than content created without it.
While some marketers fear AI will replace them, a shift in mindset shows the benefits of these tools. AI won’t steal jobs. Instead, it will help improve them by taking on the menial tasks.
The average marketer spends around 16 hours a week on routine tasks. Assuming a 45-hour workweek (because we all know marketer professionals hustle harder), that means the average marketer spends almost a third of their time on repetitive tasks. Enter AI. A wide range of AI productivity tools are now available to help with automation, note-taking, scheduling, email inbox management, grammar checks, reporting, and more. Time freed up from operational tasks allows for more time dedicated to creativity and deliverable development.
Other marketers worry AI will introduce bias, plagiarism, and compromise brand safety. However, AI tools can help augment sources and fact-check actually improving the research process. As technology evolves, companies will hire compliance specialists and legal agencies to develop policies and guide AI usage. We have seen this same concern with past advancements, such as social media, and figured out a way to evolve so that the positives outweigh the negatives.
At the end of the day, consider 3 takeaways when it comes to AI in marketing:
- AI can help teams become more efficient, giving them back time to be creative.
- AI can be utilized to help you learn more about your audience, in turn allowing you to provide a more meaningful experience through personalization at scale.
- AI is only as effective as those using it, so invest in the training and policies to use it carefully and thoughtfully as the technology is refined and adopted.
Interested in learning more? Reach out to us or view/download your own copy of the 2024 State of Marketing Report from HubSpot.