AI is being used to improve efficiencies, optimise operations and automate processes, resulting in saved time, reduced costs and streamlined resource use. Generative AI tools (such as ChatGPT, Adobe Firefly and Midjourney) are delivering massive creative and production value when it comes to copywriting, design, video content and overall content development.

In terms of easily accessible data analytics, research capabilities, predictive analytics and hyper-personalisation at scale, AI-driven platforms are unmatched. Leveraging both AI and automation in tandem delivers an exponential impact — both in measurable outcomes and intangible value, particularly when AI is used strategically to build and hone automated solutions. 

However, AI-based solutions must be implemented strategically and cautiously. There's a reason most applications term the function an AI assistant. Human oversight is critical in ensuring the ethical and legal application of AI and automation.

Ethical Oversight

AI may make ethically questionable decisions if left unchecked. This could be in relation to "intangible" elements such as inclusivity, equity, intuitive decision-making and biases. AI is also unable to fully grasp the complexity and depth of human emotions and sensitivities. These combined factors may lead to a misalignment with brand values, ethical judgment and moral guidance.  

Legal Compliance

From a legal standpoint, there is a myriad of factors necessitating human-led expertise. As with all brand operations, AI activity must comply with data privacy and protection legislation. This includes compliance with the Protection of Personal Information Act (POPIA), General Data Protection Regulation (GDPR) and related legal frameworks. Over and above specific laws, there is also a need to employ business ethics and best practices to avoid misleading advertising, a perception of poor business practices or consumer backlash. The legalities surrounding the AI landscape are still somewhat vague, and brands need to stay abreast of evolving issues and regulations. 

Creativity and Innovation

Despite the mind-blowing creative capabilities of AI, it cannot fully replace human creativity and ingenuity. Imagination is an unquantifiable element woven into creative processes to produce truly unique and exceptional concepts. AI as a tool is invaluable for supporting and inspiring creativity, but the "human touch" and ideation should never be overlooked, especially as an overreliance on purely AI-generated creative elements is likely to result in a robotic or "clinical" feel over time. 

The answer for brands lies in expertly blending human insight and expertise through strategic integration across the various facets of business marketing, from brand positioning to creative ideation to performance marketing and analysis — and everything in between. This could be through harnessing in-house capabilities or outsourcing, or a combination of both to achieve a "sweet spot" solution that can significantly amplify impact and measurable results. 

A practical example is Amazon's use of AI to produce personalised product recommendations, dynamic pricing and predictive logistics while relying on human expertise to lead on branding, customer support, User Experience (UX) and trust and loyalty factors. 

AI is not a trend; it is a fundamental shift in how we operate. In this new era of intelligent marketing, businesses simply cannot afford to ignore AI. Delaying adoption will only result in steeper learning curves and falling further behind more future-forward competitors. In a marketing landscape driven by complex data and predictive metrics, merging human acumen with AI technology is imperative when it comes to turning massive data sets into actionable strategies, optimising budgets and elevating performance. The future is here, it's time for businesses to embrace it and soar. 

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*Image courtesy of contributor