To silly fools: why the strategy is the Achilles heel of the AI ​​applied to marketing

The marketing branch and advertising has been thrown enthusiastically in the arms of artificial intelligence (AI) And spend, not in vain, liters and liters of saliva exalting the multiple benefits that fashion technology brings under your arm. But, is all your juice to the AI ​​applied to marketing really being taken? Probably not.

In many of the “White Papers” on the born of the bowels of the companies that develop in the field of marketing and advertising, everything that this technology can do (which is virtually infinite) is praised, but However, a defined strategy is missing. And we are facing a failure in any way, because defining a strategy does not consist of high horizon.

Many in the marketing and advertising industry contemplate AI as a kind of free buffet in which there is effectivelybut that buffet eventually ends by indigesting the diners and does not really give them any nutrient.

No strategy can be defined absurdly in covering everything And anyone who in the past (when the AI ​​had not yet emerged the surface) would have dared to hug this approach would have been fired very fact. However, In the AI ​​era, arbitrariness seems to have stabbed the strategies born to the heat of marketing and advertising. Although many illustically believe that more automation means more impact, the truth is that this approach actually works the opposite effect. Because if with AI will be the marketing professionals and advertising are observed in doing everything, they are also impeccably dedicated to doing nothing well. Those who try to cover everything are committed to the most absolute mediocrity (no matter how much they are deserving of being anointed with greatness).

AI can do everything, but to really put results on the table, you need to focus on something in particular

Many do not want to see it, but the strategy actually begins with the resignation. After all, who shows an absolute inability to choose cannot make any decision.

The resignation is not in any way a step back but business intelligence. AND A “no” said on time saves money, resources and strategic credibilityBonitz insists. Concentrating on something in particular does not mean doing less, but doing the right thing (even if it can be soon uncomfortable).

Even when AI is a priori the perfect paladin of infinity (because it is able to tear down any type of limit), Does not solve the main problem with which the marketing and advertising industry should be. And that problem is not production but attention because it is attention and not production that is truly scarce. What is the use of 50 different variants of the same campaign if your message is so empty that no one is going to leverage in it?

In this sense, Those who believe that automation translates into more impact only generate strategic noise and lose sight of what really matters: a specific orientation.

The true “superpoder” of marketing and advertising is not to make available to the advertiser a vast plethora of options, but to provide the best options (after previously separated the grain from the straw).

Marketing professionals and advertising are wrong, therefore, from medium to medium when they try to use AI as a compass that takes them everywhere and in particular. Employed in this way (silly and crazy, the AI ​​only helps these professionals to fail faster.

Defining a strategy does not consist of makeup processes, but in perfectly honestly identify what fails and Delucidating the way in which technology (the AI ​​in particular) can help solve the failures.

The future is not in the hands of those who make more but those who make better decisions. Because the strategy does not consist of doing everything possible, but in implementing the best option. And AI can undoubtedly do many things, but it does not make us more ready. It simply helps to accelerate what is already underway (the errors included). Reason for getting sail from the toxic hug of arbitrariness and embrace a truly clear approach in AI applied to marketing and advertising. Only then will AI become a truly lethal weapon in this area of ​​activity, Bonitz concludes.