3 reasons why artificial intelligence is less of a concern for digital marketers than you and I might have worried about.

A human-like artificial intelligence robot smiling while holding an ipad

A smiling artificial intelligence robot holding an ipad

I am a self-proclaimed new Digital Marketing Specialist on the scene who is eagerly still learning the ropes of the industry. As such, I have wondered whether the human element of digital marketing could lose its necessity before I even have had a chance to take a genuine stab at it. After all, thanks to rapidly progressing artificial intelligence (AI) innovations, even driving our own cars might soon become a distant memory: fully-autonomous self-driving cars could be a reality in as little as two years! At this rate, the unknown impact of AI to human labour sure seems like a legitimate concern—or at least a serious question mark. So, I set out to do some research on the topic, and here it is: 3 significant reasons why AI is less of a concern than you and I might have worried about.

  1. Digital marketers can cultivate artificial intelligence to their advantage

AI technologies are a human creation, and in many ways their purpose is to make our lives much easier. Digital marketers can use AI as a tool to streamline research and analysis. For example, programmatic advertising uses AI to help create sophisticated, targeted campaigns. And though it does remove humans from the digital ad buying process,  programmatic advertising mostly alleviates them from the most tedious and mundane tasks. For example, consider AI’s ability to collect marketing data and interpret trends in a matter of seconds. This can free digital marketers up to spend their time on the more creative elements of a project. Which brings me to my next point:

  1. Digital marketing needs a human brain

Scientists continue to try to mimic the workings of the human brain within AI (*nbd*–meanwhile I can’t decide what to eat for lunch tomorrow). However, the fact of the matter is that it’s still a very far way off. Currently, AI only exists for the tasks it was designed for. It does not have the common sense or emotional capacities to replace humans in jobs—such as digital marketing—that require these attributes.

More realistically, it is aspects of jobs that are automatable that could be affected by AI. This website can tell you the likelihood of a robot taking over your job. Surprisingly there was no Digital Marketer selection available, but I chose the closest option which was Marketing Associate Professional. The results confirmed the following:

  • Likelihood of automation? It’s not very likely (33%)
  • How this compares with other jobs: 223rd least likely to become automated out of 336 total jobs

If this still doesn’t ease your mind, take it from the pros:

  1. Artificial intelligence likely won’t ever get as smart as people

Though there are conflicting expert opinions on the point, Danko Nikolic, a neuroscientist at the Max Planck Institute for Brain Research in Frankfurt, has claimed that, “we will never make a machine that is smarter than we are.” He argues that only through a repeat of human evolution could a mind get close to learning as well as us.

And there you have it folks, straight from the horse’s mouth. In other words, you can continue to enjoy the fictional status of movies like i Robot, the Terminator, and Minority Report—at least for now.


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