4 biggest AI roadblocks facing today’s marketing departments

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
7 min read

Over 1 / 2 of the best marketing teams report they’re using AI for some reason, and 57% of teams think that AI is essential to aid their strategies and sales goals

It’s no real surprise that AI technology is extremely popular in just about any marketing department nowadays. In accordance with Forrester’s report on AI adoption, a shocking 94% of respondents believed that AI-driven marketing will be very valuable with their company. Yet, over 67% of participants also reported that they had concerns and obstacles that stood in the form of AI adoption.

The great things about AI technology in marketing are superior: AI can automate many processes to save lots of copious levels of time. Additionally, it may use Big Data collection and analytics for effective targeting and forecasting. It could even build relationships customers through machine learning-powered chatbots for higher conversions and better experiences!

So why will be the spouse of marketing departments still not by using this amazing sort of technology? Let’s discuss 4 of the largest impediments to using AI to the fullest advantage.

1. Translating Knowledge to Strategy 

According to Forrester’s report mentioned previously, among the top concerns that a lot of marketing leaders had with AI adoption is how complicated the technology is. 35% of marketers stated they simply didn’t know enough about AI to take into account using it because of their strategy, and 29% believed that it might be too difficult to implement to their current campaigns.

Concerns Holding Back AI Adoption

However, simply citing too little knowledge is obviously not just a valid excuse for postponing AI adoption. Big data keeps growing at an alarming rate, and failing woefully to make it part of your sales and online marketing strategy is actually a step towards obsolescence. As datastreams become a lot more complex and the info had a need to drive personalization strategies becomes more available, the more necessary it’ll be to translate the info and knowledge right into a fruitful strategy.

Take CRM (customer relations management) systems for example. Nearly all businesses utilize this kind of technology for some reason to arrange customer data and drive their marketing tactics. As cloud-based BI solutions like Salesforce have grown to be typical for growing businesses, you should make certain sales and marketing teams are well been trained in AI-powered CRM and how exactly to properly equate relevant data to the client funnel.

For instance, Salesforce recently integrated their AI-powered Einstein feature with their platform. This tool can be hugely helpful (it already powers over 475 million predictions for sales strategies every day) but only when your team knows its power. With some Salesforce CRM training, your team can gain the confidence in order to utilize this technology to aid stronger campaigns with greater results.

Salesforce

2. Data Security

Another top concern that marketers have with AI technology may be the threat of data breaches and the security of sensitive and personal information. Although AI can simply revolutionize a business’s capability to gather and analyze plenty of consumer data, compromising the security of the information can set a small business back significantly. In the end, the frequency and magnitude of the data breaches have increased by 29% – reaching an archive most of 791 in 2017. 71% of marketers list the duty of ensuring data security with AI technology as a crucial priority within their strategy.

While data concerns are certainly reasonable, AI gets the potential to totally quell these concerns due to the powerful analytical capabilities. Many cybersecurity firms are starting to use AI technology never to only stop current cyber attacks, but prevent future ones from occurring. The CEO of RazorSecure, among the leading cyber-security firms, said in an interview,

“Artificial intelligence is really a big area of the future of cybersecurity…Among the key areas we should solve is how exactly to not merely use deep learning for correlation detection, but additionally causation…We should use AI to create a fresh focus also to enhance and improve our capability to manage security of systems.”

Using AI-powered customer identity and access management systems (CIAMs) can make sure that data points are kept secure by giving consumers with an increase of control on the data they share. CIAMs likewise have strong firewalls and malware protection built-in, and several have integrated machine learning-powered models that detect threats for stronger protection from data leaks.

CIAM Platforms COME IN Demand

In this case, the foundation of the problem is also the answer. Through the use of AI’s power once and for all, marketers can be confident that the info they want for stronger strategies is safe from attack.

3. Overcoming Consumer Skepticism

Of course, the original notion of using robots to get consumer data and change it into customized experiences sounds great. However, the very thought of letting some type of computer follow people’s every online move for hyper-targeted advertising strikes fear in to the hearts of several consumers. Actually, 71% usually do not want businesses to utilize AI since they view it being an infringement on the privacy.

According to PEGA’s report on the customer’s view of AI, folks have split 3 ways nearly evenly on the opinion of the technology. One-third are totally fine with it, but another third identifies themselves to be quite uncomfortable with this particular sort of tracking. Another third are genuinely unsure of these feelings concerning the concept generally.

Unfortunately, many customers are scared of AI technology, or they simply usually do not believe that some type of computer system can understand their preferences much better than a human.

AI in society

However, that is not the case when AI can be used properly. If your team really wants to use more AI technology, but is afraid of consumer backlash, transparency may be the key to convincing visitors to test it out for. Let your audience know just how AI supports an improved experience by notifying them when their behavior has been tracked for things such as better product recommendations or even more efficient service. For instance, explain that using personal data for a live chatbot you could end up instant support minus the customer needing to explain their situation multiple times or take a seat on hold.

The facts are that lots of customers simply don’t realize the implications of AI technology, especially with regards to the benefits it could provide. By clearly spelling out how your organization use AI to boost the knowledge, companies will start to close the data gap and build consumer confidence in this technology.

4. Adjusting to Constant Advancement

In just recent years, AI technology has evolved and improved because of a variety of advancements. These systems appear to be getting smarter per hour – leaving many marketers fearing that they can never have the ability to continue.

Unfortunately, the truth is a basic knowledge of AI tools will never be enough to aid a highly effective strategy later on. Only 1 in four businesses report that their workers have the abilities and know-how had a need to use AI.

As a lot more businesses utilize this sort of technology, it’ll commence to affect the work market a lot more for marketers. The necessity for manual labor, alongside basic cognitive skills will decrease as AI automation gets control many mundane tasks that eat into every employee’s day. However, the demand for technological skills, social and emotional skills, and high cognition increase.

AI skills needed

As AI becomes a lot more sophisticated and complex, marketers also it professionals will require further training and expertise to utilize this technology to its fullest potential. Currently, a lot of the marketplace is facing an AI talent shortage. Hardly any employees have training specific to AI integration, and the ones who do come in extremely popular (most include the salary requirements to prove it). This leaves smaller businesses with an obvious disadvantage to AI integration.

Depending on the complexity of the AI systems your marketing team decides to utilize, some further training could be necessary for optimal results. However, the simple truth is that experience and education in this field will trump learning from your errors, so companies should be searching for new talent that understands the existing intricacies of AI.

Conclusion

As with most changes in life, the idea of straying from typical and trying something new is nearly always met with resistance. Exactly the same is completely true of AI integration within the marketing world, as teams fear that the complexity and instability of AI may cause an excessive amount of a headache. However, the advantages of AI far outweigh these excuses. In case a business truly really wants to push ahead and become successful later on, they must discover the answers to these obstacles and embrace this phenomenal technology with open arms.

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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