Human creativity and strategic thinking in marketing campaigns

Artificial Intelligence also known as AI is a broad and advanced base of computer science which in this present era is taking over the world. It has the ability to learn , understand and implement what it has learnt to different tasks of the world. AI systems these days are also capable of reasoning. Main factor AI possesses is that it’s so intelligent and advanced that it can be compared to human intelligence. AI is still being studied and there are vast functions and possibilities that are yet to be discovered in the field of AI. To this date AI is basically being used in every field imaginable from business to medical , educational , stocks , finance , marketing , customer service and basically anything and everything. There are many things which use AI but the most notable ones in this era are some such as Machine Learning , Robotics , Computers. One of the fields with the most advanced use of AI is the medical field as it helps in getting very accurate medical diagnosis and also allows to send reports and print them in seconds. These days through the use of AI there are even robots attempting to perform real time surgeries. All these AI models and advancements does not mean that it will completely replace humans as humans are the ones that are behind the creation of these high level models and their maintenance.

Human thinking is heavily important as when it comes to setting goals and objectives for marketing. Yes to some extent AI can do work when it comes to creating content for the marketing campaigns but it cannot develop and define the organisations marketing goals. AI is responsible for recommending what can be done. Human thinking here plays a part in such a way that us humans are responsible for providing directions on how these goals will be achieved and what should be done and what work should be given to whom. Humans will carry out the procedures and tasks with possible AI support for some sort of efficiency. AI will play a very large role when it comes to achieving the outcomes that we need through AI analysis and mainly AI will be used in the process of analytics to see how effective our chosen and implemented marketing strategies were. An example may include , the marketing team of a business decides to use paid Instagram ads for their business. After a specific time period of like after a month the marketing team would want to see the effect of the ads they played. In a split second with the help of AI the marketing team will be able to generate a report which will show each and everything related to those adds in the shapes of graphs and numerics which may show things such as new users , clicks on website link from instagram , new user views in a specific time period , new followers , total views etc. So human creativity allowed the business to grow while AI made the process of analysis and reporting more efficient.

Artificial intelligence will not help in setting goals because the CEO who runs the organisation has been there since the very start of the organisation. They know everything about the place and what is needed and when it’s needed. The AI model will only give details about what is happening in the business timeline and will give data. AI has no clue of who works in the organisation and what people think because AI lacks vision and thinking capabilities. Hence only the higher ups know what strategic thinking is needed for the organisation’s success and what strategic thinking needs to be applied to the marketing domain for the most successful marketing campaigns for more customers which will lead to more revenue and profit

The most valuable asset to a business is their customers. Without their customers a business has no reason to exist. Connecting to a customer’s emotional level and liking is the best thing a business can do for customer retention , loyalty and satisfaction. AI can customize and personalize a message or a product till a certain point due to its limited knowledge and features which can do the job for some businesses but it severely lacks the emotions and connectivity along with the level of understanding which can only be obtained from human to human. Human creativity in this case will allow the business to form genuine emotional bonds and connections with their customer base to communication , customization and personalization. Send a personalized message to the customer including the customer’s name and all can be very touching for the customer and this can only be done with human creativity. This will build customer loyalty and it will increase the trust a business audience builds for them. A marketing genius will be able to personalise a message according to the customer if they know what type of person the receiver is which is one of the biggest success factors in a marketing campaign.

Furthermore during a marketing campaign, things such as adaptability is very essential. This implies unseen situations which may occur at a random time. As implied before AI is limited with the teachings it has as its been built to work on only what data it has ever gotten during its lifetime. Now during a marketing campaign if some sort of problem occurs or some malfunction perhaps on that instant an AI won’t be able to solve it as AI is not designed to work on unexpected situations. Now in this situation human creativity kicks in and hence it is about how the human copes up with the problem instantly to cover up on what went wrong and also solve it too. It is said where there is technology there will be malfunctions and AI is all technology to the core. So AI can always fall into malfunctions but humans and their creativity is heavily flexible and can do things which as of yet AI cannot achieve in any way.

Lots of the unique work which is not repeated is done by the humans. This includes numerous lists of tasks such as strategic goals , creative works , human connections , communications , emergency actions and much more. All of these are tasks which only humans can do as they require lots of cognitive thinking , emotions and actions. When it comes to strategic goals and running marketing campaigns the human brains create and craft ideas for the campaign and goals for the organisation. AI has no part in this especially when it’s about setting goals as the AI model has no clue on what’s going on within the organisation and what the organisation’s main goal is. AI is just a model with no thoughts and thinking and runs on what input is given. Implementing and monitoring the strategies implemented to reach the goals or making the marketing campaign successful is all human work. AI kicks in when it comes to results and analytics. That’s what AI does best. Reason being that

collecting data and analysing it, making a report in the form of numerics , graphs and much more is very time consuming and requires too much effort. A slight error in the data can ruin hours of work done by a human. Hence this is where AI shines the brightest. AI can easily collect data from the marketing campaigns run by the business and will assess everything that resulted from the marketing campaign implemented by the organisation. It will make all sorts of detailed graphs and a very detailed report in general in a matter of seconds while for a human to do it themselves it can take hours and for a person managing so much data is nothing but a very difficult task. AI does all this data analysis like it is nothing. After the users get all this structured and important data from the AI then this data is sent to the higher management. Now that the AI phase of the process has ended which was the analytical phase now again humans will take charge. This is the process of making decisions and taking insight from all the detailed data the AI  has generated for the business related to the marketing campaigns and all the decisions that were implemented before the analytical reports were made. The higher management of the business will read the data and see how successful the implemented campaigns were or how close they are to the goals they wanted to achieve. They will then decide on whether they want to continue with the implement strategies or continue with the marketing campaigns they have been following. If the ideas and strategies were did not give them the desired outcome then they will perform different strategies and make creative different ideas from human thinking and then repeat the process of making analytical reports from AI in phase 2 and in phase 3 humans will again read reports and assess whether or not it was successful and if they want to make new plans or stick with what they have. One of the best combos of AI analytics and human creativity is the understanding of customer behaviour which is one of the most essential things. An AI can easily provide tons of data to the organisation on customers needs and wants and that’s all it can do. Humans can act on how they provide the customers and fulfil their needs and wants in the most creative way.