AI In The Realm Of Marketing: A Double-edged Sword

The use of artificial intelligence (AI) has amplified over the years, driven by the technological revolution and its widespread industrial adoption. While AI is continuously reshaping businesses, it is immensely aiding the marketing sector to bring about newer innovations and creative outputs. However, the integration of AI in marketing is often debated, given the perils that tag along with it.

According to Dentsu-e4m Digital Advertising Report 2024, 87 per cent of B2B marketing leaders globally are likely to use generative AI to promote their businesses when advertising opportunities arise that make use of this technology, surpassing the adoption rate of any other country by a significant margin.

A majority of B2B marketing leaders in India (55 per cent) are currently utilising gen AI, surpassing the adoption rates in the UK, US and France, the report adds.

Source: Dentsu India Digital Advertising Report 2024

AI: Transforming Or Disrupting Creativity?

Catherine Flynn, Director of Agency Development & Marketer Education, APAC- LinkedIn says, “AI is causing significant disruptions across multiple industries, but when it comes to marketing and advertising, we excel at embracing disruption and technological advancements and can transform it into creativity and innovation, ultimately benefiting the world.”

Ram Suresh Akella, Executive Director, Marketing- Maruti Suzuki India adds, "AI tools are expected to assist marketers in delivering personalised communication to consumers, thereby enhancing business effectiveness and efficiency."

Akella further emphasises the effectiveness of AI in capturing consumer attention by referring to successful advertising campaigns conducted by prominent companies such as LinkedIn, Salesforce and Adobe. He mentions, “These companies have utilised AI to engage consumers and have achieved notable success in their endeavours.”

The report also suggests that nearly 48 per cent of individuals hold a positive outlook on marketing as a catalyst for revenue generation, while 47 per cent of others express confidence in the same.

This optimistic approach can be enhanced even more with the help of AI. However, the question still lingers about the significance of humans. On this, Flynn states, “Creativity in this contemporary age is fuelled by humans but empowered by AI. Hence, there is still abundant room for skilful craftsmanship, innovative thinking and strategies led by humans.”

According to Apoorva Maheshwari, Head of Marketing- Bestseller, AI solutions are frequently used in different marketing areas including campaigns, media planning, creatives, and more. She stresses, “This is causing a repetitive pattern in marketing tactics.”

Maheshwari also comments that despite the temptation to generate high-tech campaigns, marketers should exercise caution and avoid relying solely on AI solutions for every campaign.

It is also found that AI has been responsible for diminishing transparency, trust, and fairness in marketing. Highlighting the significance of ethics in the AI framework, Rahul Dutta, Director of Marketing at Microsoft India asserts that every company or marketer must prioritise this fundamental aspect. "It is unfortunately common to come across instances where consumers are deceived in the realm of AI, making it crucial for corporations to ethically design their marketing strategies," he sums.

*The speakers were present at the Dentsu-e4m Digital Ad Report launch