Artificial Intelligence in Marketing: Friend or Foe?

For many students in USC’s Master of Communication Management program, our first foray into marketing research begun with SPSS.  Like many of my peers, I wasn’t exactly certain that I would be able to manage a statistics course since I’m a communication major and math has never been my strong suit.  However, as the CMGT 540 Research Methods course progressed, it became apparent that I didn’t need to know how to do statistics at all, because the SPSS algorithm basically did all the work for me.  I just needed to know how to use the information and apply it to any given situation.

Using artificial intelligence is analogous to this experience, because computer algorithms are able to take big data and simplify it for any given need.  Interestingly, the definition of artificial intelligence is not as straightforward as this, because machine learning is so new and industry’s are still determining it’s utility (Baker, 2017).  Nevertheless, critics argue that machine learning and artificial intelligence will take over data driven jobs of today and replace them with these algorithms leaving many out of work, ranging from current computer programmers to market research and psychographic analysts.  However, similar to our experiences with SPSS, it can be argued that AI leaves more time for marketers and communication professionals to focus on innovative new endeavors rather than needlessly spending time crunching numbers to find underlying meaning.  Regardless of whether we are critics or supporters, AI and machine learning across all industries is advancing exponentially.

Dillon Baker argues that any profession requiring data driven decisions will ultimately involve AI and machine learning in the future, especially those involving personalization (Baker, 2017).  Do you think that AI and machine learning leave us well positioned for the future as communication management professionals, or will it only make our jobs more difficult?

I tend to agree with contemporary wisdom that the United States still leads the world in two major categories: management and innovation positions.  It stands to reason that the majority of data driven jobs will be overtaken by AI and machine learning in the future, but management and innovation are two key factors that machines cannot do better than a human.  Therefore, for me, communication management and soft skills will be increasingly prioritized by organizations as AI and machine learning continue to evolve.

What are the benefits and limitations that you foresee with AI and machine learning in marketing?

Reference

Baker, D. (2017, March 14). Marketing’s artificial intelligence revolution is here. Contently. Retrieved from https://contently.com/strategist/2017/03/14/artificial-intelligence-marketing-revolution/