Artificial Intelligence has been changing the way brands communicate with consumers, offering greater personalization, optimization, and automation of campaigns, thus creating a more engaging and targeted experience. An example of this are streaming platforms like Netflix and Spotify, which use AI algorithms for content recommendations, creating a deeper connection between the brand and the customer.
Similarly, in various tools we use in our daily routine for campaign management, SEO, CRM, and automation, AI algorithms and machine learning are essential for streamlining and optimizing information processing.
However, if we do not have the raw material, which is “DATA,” in an organized, reliable, and representative manner, AI tools may not deliver the expected results. This symbiosis is essential to extract insights, predict trends, and thereby create value for both companies and customers.
Another example where AI is significantly impacting the way brands communicate with consumers is through chatbots and virtual assistants, which can answer questions, provide product recommendations, and even process orders. This approach not only improves customer service but also frees up company employees to focus on more complex and strategic tasks.
We have been witnessing an increasing expansion in the use of AI, such as its integration with augmented reality. Brands are increasingly using AR to create interactive experiences that allow consumers to visualize products in real time before making a purchase.
In broad terms, AI in marketing has enabled data-driven decision-making in a more agile and accurate manner, improving customer experience, operational efficiency, and, above all, scalability, allowing marketing actions to be scaled with less human effort.
It is also true that there is the other side of the coin, which is primarily related to ethical challenges and privacy. As AI tools become more sophisticated and refined in collecting and analyzing data, concerns about the security and ethical use of that data also increase. Given this, a careful analysis of risks is essential, as well as regulation that establishes the boundaries for ethical, transparent, and responsible use.
Another challenge, in my view, is the human touch. Despite all the advantages that AI offers today and in the future, human interaction in complex and emotional situations is clearly necessary. Brands must balance the use of AI with human support, with the ultimate goal of building an authentic relationship with their consumers, as this is the only way to create a competitive advantage and improve the customer experience.
AI will certainly have an impact on the job market. It is true that a wide range of jobs will disappear in the future, but new opportunities will also arise, meaning that “reskilling” in this area will be necessary. We should not view AI as an obstacle, but rather as an opportunity.
The impact of AI on marketing is undeniable and not just a trend, but rather a continuous evolution that offers significant advantages in its use and a greater ability to meet and understand consumer needs in an increasingly dynamic environment.
Opinion article written by Alexandre Pais, Head of Marketing Automation at WYperformance, and published exclusively in Briefing.
