By Lane Ellis

Where can artificial intelligence (AI) play a genuinely helpful role in B2B marketing efforts, and when does it go too far and become a creative liability for marketers?

AI has increasingly crept into our daily lives, and B2B marketers are facing these and other new questions, confronted with keeping a healthy balance between some of the efficiency and time-saving gains AI can deliver, and running the risk of implementing too much AI and not enough of the human touch.

AI has continued its inevitable refinements from the first online customer service help chatbots to today’s software that ostensibly writes many forms of text, to the ever-more-impressive AI-generated digital images of programs such as DALL-E.

Just how much AI is too much in B2B marketing is a machine learning (ML) spectacle that will play out in 2023 and likely never stop being refined, however B2B marketers today can be prepared by knowing some of the key issues at hand and the right questions to ask.

Let’s take a look at three of the major areas of marketing where AI is increasingly at play, and explore the benefits and risks of machine learning in B2B marketing.

[bctt tweet=”“Just how much AI is too much in B2B marketing is a machine learning spectacle that will play out in 2023 and likely never stop being refined.” — Lane R. Ellis @lanerellis” username=”toprank”]

1 — AI Has Come Far, Still Has Limitations

It’s no secret that B2B marketers are more frequently being asked to deliver greater efficiency, as our own senior content marketing manager Nick Nelson recently examined in “B2B Content Marketing: Making Small Budgets Do Big Things,” and in this quest for more efficient work it’s little wonder that AI has had an uptick in usage.

With B2B businesses having moved to a digital-first online strategy over the past several years, marketers have found themselves spending more time producing a wider variety of content than ever before.

“Today’s marketers say they spend a significant amount of their time creating content,” Meghan Bazaman, senior content analyst at Gartner recently observed in “Why AI/ML Is a Game Changer for Content Marketing,” adding that, “In fact, 45 percent spend half of their week doing so.”

Faced with growing content creation demands, AI has presented B2B marketers with options for boosting efficiency.

“AI and ML have already been adopted for other marketing functions,” Bazaman noted. “They are most commonly used in email marketing, advertising and data analytics, but only a third of marketing professionals say they use them for content creation,” she added.

With AI’s inevitable refinements in the coming years, it will undoubtedly be able to tackle more than just the relatively simple and easy-to-read content it excels at today.

“AI/ML has a promising future in marketing. As the technology gets better at emulating human behavior, it will play a larger role as a writing assistant, helping marketers work …read more

Source:: Top Rank Blog