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As AI enters marketing, creative minds ponder their role
Researchers and campaigners mull over the future of their industry as the virtual confronts the real.
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This handout image released on Oct. 28, 2021, by influencer agency SIA Bangkok shows Thai “digital influencer“ Ailynn. A global phenomenon of fictional characters is blurring the lines between virtual and reality, as it establishes a foothold in the lucrative multi-billion-dollar influencer market.
(AFP PHOTO / SIA Bangkok/-)
M
arketing professionals have begun to utilize tools based on artificial intelligence (AI) to deliver services in Indonesia, while virtual avatars are giving real influencers a run for their money.
Marketing is one of the industries where AI can have the largest impact, according to a 2018 report from management consultancy McKinsey & Company.
Industry observers believe the technology can vastly improve ad placement, prediction accuracy and customer support. However, the increasing use of automation in the industry also raises questions about the future need for human creativity.
Satrio Subroto, a digital marketer from Jakarta, notes that while algorithms and analytics have long been used on the back end of social media platforms to get insight into user behavior and preferences, AI is increasingly employed for content creation.
Hence, business owners and self-employed marketers now have access to a wide variety of resources for improving their digital marketing campaigns.
“Generative AI, such as ChatGPT, helps the team create the required material for a website creation process, which typically involves complexities of interpreting text and descriptions provided by clients,” Satrio said, who has himself used AI for his work.
The famous chatbot released late last year can create written content quickly, in various genres and with precise instructions, for instance for search engine optimization (SEO).
