The Ultimate Goal of AI

The last blog post about OpenAI’s Chat GPT ruffled feathers. I get it, change can be scary, and people’s first instinct is to fear for their jobs/careers without comprehending how AI is really a tool. Once the algorithm works correctly by design, it’s a game changer for processes and automation. But there will always be the need for custom/manual work because not everything can be automated, and sometimes requirements change frequently.

AI algorithms are also not created equal, and right now, it’s a bit of a race to create the algorithm that pulls insights from the biggest pool of accurate data without applying human bias. AI providers with a strong research team and a deep understanding of the underlying technology – such as Google, Microsoft, Facebook, OpenAI, IBM and AWS – are well positioned to develop cutting-edge algorithms and apply them to solve a wide range of problems.

What is the ultimate goal of AI?

The goal of applied AI is always to automate repetitive tasks. Repetitive tasks to be automated first will likely be:

  • Data entry and processing
  • Repetitive manufacturing tasks
  • Driving and transportation
  • Customer service and support
  • Retail sales and cashiering

It’s important to note that automation and technological advancements can create job opportunities. For example, the increased use of automation in manufacturing may lead to the creation of jobs in fields such as programming, maintenance and repair of automated systems.

The following marketing operations functions will be assisted by AI, but ultimately overseen by a person or team:

  • Data analytics and measurement: The ability to collect and analyze data will continue to be crucial for understanding and targeting customers, as well as for measuring the effectiveness of marketing campaigns.
  • Content marketing: Creating and distributing valuable, relevant and consistent content will continue to be an important way for companies to attract and retain customers.
  • Social media marketing: Social media platforms are expected to remain an important way for companies to connect with and engage customers.
  • Influencer marketing: Partnering with influencers (individuals with a large following on social media) to promote products or services is likely to remain a popular marketing strategy.
  • Personalization: The use of data and technology to deliver personalized experiences to customers is expected to continue to be important in marketing.
  • Customer experience: Focusing on creating positive experiences for customers throughout their interactions with a company is likely to remain a key element of marketing strategy.
  • E-commerce: The growth of online shopping is expected to continue, making e-commerce an important area for companies to focus on in their marketing efforts.

Like any tool, AI isn’t going to identify what needs to be done and gather requirements from key stakeholders for building a solution. A person/team will need to identify a problem to solve, architect a solution and apply AI in the build and QA phases. This will greatly speed up the rate of application development and ultimately the rate of digital transformation.

Just like a hammer won’t build a house by itself, AI won’t be eliminating anything, but will change HOW things get accomplished. If you have any repetitive marketing tasks that could be solved with automation, let’s talk.

Jenny Lassi • January 11, 2023

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