AI + Marketing IQ > AI Marketing

When ChatGPT debuted in November of 2022, there was an element of novelty to it — almost like picking up a Magic 8 ball, asking a question and having the answer instantly revealed. Sometimes it gave you exactly what you were looking for, sometimes it was off the mark.

Since then, AI has come a long way. As we continue to learn more about its potential, one thing is clear: AI is not a toy. It’s a tool.

Like any tool, AI makes it possible for humans to create amazing things — but it’s most effective in the hands of someone who knows their craft and has the skill and experience to maximize their capabilities.

At Anthologic, our marketing and technology specialists have spent 18 months exploring, testing and piloting AI tools to learn more about their capabilities and how they fit into our workflow. There’s opportunity in many areas, especially audience research and multi-modal content marketing, but it needs an experienced hand to enter the right inputs and intelligently judge what comes back.

We think of AI tools like an intern — a resource to help accelerate a step or two by doing tasks that can be time-consuming and tedious, such as collecting and organizing information. Like an intern, AI tools are promising and capable; they just require the right supervision.

That’s the basis for our AI philosophy. We believe the best opportunities for brands to elevate their marketing programs with AI pair the power of the technology with responsible human craftsmanship and marketing know-how. And that responsible human craftsmanship should be guided by a written policy with established legal and ethical guardrails.

When used strategically with smart, focused human oversight, AI is a powerful tool. Whether you use AI to accelerate your marketing, make it more efficient or tackle things you otherwise wouldn’t have been able to, it can provide the horsepower to help you elevate your marketing program and increase ROI. ABI