Will Robots Make a Good Teammate?
As things around us improve, so does the world inside our monitors. Marketers had always been actively evolving in terms of filtering and knowing their audience — hence, gathering data, to the point where simple information seems outdated already. Big data is now the eye candy, as it is adept at handling more complex and much bigger info. This also includes the real-time process it is capable of enhancing marketing performance. From here, AI or artificial intelligence comes to work. Based on the collected data and audience profile, AIs are able to reach out to customers through automated messages best fit for them, without requiring an exhausting amount of manpower. So, the little chatbots we often see when opening a certain site asking how they can help us is — yea, a robot. Big data and AI are not fully advantageous, but they are not as defective.
However, it does not go in favor of marketers if limitations occur, such as bias, inaccessibility of data, and when some inexecutable data occurs. These hindrances often make it difficult for marketers to dissect and make use of it. Hence, we could not trust every data we get — which is why big data is the preference for extracting much more intricate information from the audience. AIs on the other hand decrease the need for effort and manpower from the marketer themselves — as they promote speed and efficiency. Though, audience needs can be flexible and broad to the point where automated responses cannot cater to. Human interaction — as cheesy as it sounds, can leave a warm impression, which can also be a subtle marketing advantage, compared to a cold and redundant bot reply.
The internet is known for so many fake accounts swamping the sites — and this is trouble for marketers. Imagine having to absorb data and tailor an ad for a person that does not even exist? It also hinders the algorithm which marketers rely on to determine what type of audience they have. So, data on past behaviors are important, but not enough to be the sole basis of future decisions. AIs can instead, rely on the behavioral pattern and from there, develop audience insight. The internet is known for so many fake accounts swamping the sites — and this is trouble for marketers. Imagine having to absorb data and tailor an ad for a person that does not even exist? It also hinders the algorithm which marketers rely on to determine what type of audience they have. So, data on past behaviors are important, but not enough to be the sole basis of future decisions. AIs can instead, rely on the behavioral pattern and from there, develop audience insight.
But the loophole of it all is that data includes personal information and activity — a breach of privacy. Hence, why we sometimes jokingly tell ourselves we are getting followed by the FBI when we see the same ads all over — turns out, they were just using our data and activity. Sure, some people might be okay with it, but some might not, and this is the problem; lack of transparency. This is what triggered GDPR and CCPA to be implemented. California Consumer Privacy Act, which was inspired by General Data Protection Regulation initially implemented in Europe mandates and protects privacy issues. Although GPDR is stricter, both aspire to enhance transparency and assure consensual data gathering. From the behavioral activity, biometrics, and non-public information being collected, the audience now has the right to know which data is being shared — and they can say no. This is not a total hindrance to the marketers, but it will require more steps to garner data from now on. From acquiring consent and tweaking it that it aligns with the law, they have to give the audience the option to not sell their information, getting parental consent from minors, etc. In short, they will have to modify their methods and make do with what their market agrees to provide them. So in totality, AIs make the best teammate — but not a good leader; it is still all about the power of marketers, after all.
