Though the conversations around artificial intelligence in the workplace feel recent, its influence on our daily routines has been quietly building for years.
Smart devices allow for news outlets to spread their stories in a matter of minutes, augmented reality has helped bridge the gap between remote and in-person workers, and 3D printing has significantly decreased timelines for product development. While these three breakthroughs differ in usage, they have one commonality: artificial intelligence.
Artificial intelligence is transforming every industry, with considerable influence in advertising, media and communications. AI is a revolutionary set of tools that continues to stir up conversation on how marketing is created, targeted, delivered and analyzed. As our industry changes, it is imperative to keep transparency and ethics at the forefront of this evolution.
Hirons Executive Vice President Sheila Smiley is leading our team as we explore this intersection within our agency. Smiley recently spoke as a panelist at the Great Lakes Women’s Business Council’s WE Succeed event, AI and the Competitive Advantage, which explored the intersection of women, business and AI.
Smiley offered her expertise and advice on what business owners should do to prepare, how they can integrate AI into their existing operations, and what to consider while navigating these new advancements.
AI Insights and Advice
Through the utilization of human oversight, the use of representative data sets and following customer data and privacy laws, industries can protect their users while innovating in the new digital age. Smiley advises that businesses consider the following guidelines when getting acquainted with AI.
- Prepare through education and practice.
- Understand the source of the information and validate the results.
- Establish an AI task force and a governance council within your business.
- Develop an AI policy.
- Protect your data, as needed.
- Identify a few use cases to start with.
- Invest in a large language model (LLM).
- Select and activate super users.
- Be flexible and have an ongoing desire to test.
- Utilize a training program to upskill in AI.
As a starting point, Smiley recommends AI for Everyone, which is offered by DeepLearning.AI on Coursera.org. The course is well-suited to beginners from a wide range of backgrounds, including those with little technical expertise. Smiley also suggests that both employers and employees follow industry news to stay up to date on the ever-changing technology.
“By watching where investment in AI is shifting, businesses can anticipate future opportunities and how the technology can be applied,” she said.
Areas of Consideration
As AI is examined through the marketing lens, we will address several areas that businesses should acknowledge: personalized advertising, predictive analytics, content creation and ethical considerations.
Personalized Advertising
Personalized advertising has emerged to captivate consumers by tailoring messaging to their specific needs and desires. Think about product recommendations, assistive search features and personalized emails. By collecting information about users’ demographics, interests and behavior, brands can produce relevant campaigns that leave lasting impressions on the audience.
Predictive Analytics
Importing and processing user data can allow AI algorithms to establish trends, predict behavior and optimize marketing allocation. Predictive analytics not only maximize the effectiveness of campaigns but also minimize resource waste by targeting audiences who are more likely to respond positively.
Content Creation
AI doesn’t simply shape content evaluation and distribution. It also guides the creative process itself. With LLMs that generate text and convolutional neural networks (CNNs) that allow for image classification and recognition, there are new efficient ways to produce articles, images, videos and more.
Ethical Considerations
With each of these methods, however, comes the possibility of misuse and other concerns surrounding privacy, consent and ownership. Companies must be vigilant about the types of data collected and stored as well as the usage of any inputs of data to ensure there are no violations to users’ rights.
“By preventing data inputs from being used to further train the LLM, much of the risk is reduced,” Smiley said. “This is often achieved by adjusting a setting or investing in a paid version.”
What Happens Next?
With thorough research completed and key interests identified, businesses should focus on the following considerations. First, select a LLM or platform from a major player in the tech space. Considering the dizzying pace of innovation in AI, you want to do everything you can to ensure your investment will be supported in years to come. It’s likely a safer bet to invest in equipment and software from a major company rather than a startup, for example.
Evaluate tools of interest based on use cases to ensure it will fulfill your business needs. Confirm sourced data is being gathered with user consent. Certain AI programs have acquired data without informed consent, which can lead to similarity of content and intellectual property infringement.
After choosing a trustworthy LLM or platform, determine a process to confirm all information input into the AI model abides by the necessary rights, licenses and permissions. Content can be used for training purposes, which poses the risk of unauthorized derivative works or the accidental sharing of trade secrets or other confidential information. Adding disclosures and provisions in vendor and customer agreements can help ensure that rights and ownership are understood and protected on both sides.
Lastly, start small. Use AI for simple tasks like idea generation or copy editing with a few trusted team members. Introduce the tools at the appropriate pace for your business. This limits risk, builds familiarity and helps foster change management.
Looking Ahead
Advancements in machine learning, content processing and other technology will continue to further refine marketing efforts and become more integrated into our professional lives. As this happens, businesses will continue to find new ways to leverage its capabilities to formulate compelling, relevant and engaging experiences.
AI is not just a set of tools but a transformative force. With this comes responsibility. As technology evolves, so too will the strategies and approaches that define the intersection of artificial intelligence and our industry.
Though technology can provide a valuable edge in increasingly competitive industries, Smiley urges caution.
“Although AI can produce accurate output, this is not always the case,” she said. “AI should always be validated by a human. Always.”
Interested in learning more about how AI can support your goals? Contact us to get in touch with our experts. Let’s collaborate on how to elevate your team or business through AI.
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