Should you be concerned if your agency uses AI?
We hear about it constantly these days, but what even is AI?
AI, or Artificial Intelligence, refers to the simulation of human intelligence in machines that are programmed to think and learn like humans. It is a branch of computer science that aims to create intelligent agents capable of perceiving their environment, making decisions, and taking actions to achieve specific goals. The main objective of AI is to enable machines to perform tasks that typically require human intelligence, such as problem-solving, pattern recognition, language understanding, learning from experience, and decision-making… or if applied to digital marketing, it could be any of the following:
- Blog writing (ironic, we know)
- Ad copy writing
- Keyword research
- Strategy research
- Keyword bidding
- Campaign creation
- And much more!
So, taking one of the above as the example, should you be concerned if you pay for an SEO agency and you have no idea if they are simply producing blog content using AI? A quick simple 2 minute job that they then charge you hours worth of work for.
It depends. Is the content accurate? Is the content on brand? Is the content something you can vouch for, regardless of whether it’s been produced by AI or written by a human? If you can answer yes to all of these, then why does it matter if the agency has used AI or not? To have produced that piece of content will have required time, effort and thought on the part of the agency in the first place. You are paying them for their knowledge and experience. That knowledge and experience should be trusted to get the results you have collectively agreed upon, regardless of the method or path they take to get you there.
And what about another example. Should you be concerned if your agency uses AI to help them build keyword campaigns for PPC? Or if they use AI to help them improve your PPC performance?
Well, no. You shouldn’t be concerned. Any form of machine learning that can give you a leg-up versus your competitors should be harnessed and used to the absolute maximum of its power and ability.
In today’s fiercely competitive digital landscape, any competitive edge you can gain should be celebrated, and if AI is the way to do that, and if your agency has cracked that perfect blend of AI and human intelligence, then they should be held in high esteem.
At Starlight-Digital we believe we are on this path.
We’ve integrated AI into our day to day processes and are starting to really harness the power of it. We cannot shy away from the fact that AI has a massive role to play in the future of, not just digital marketing, but ALL industries.
In some industries AI has been the only way for decades…for instance the automotive industry, where machines have been producing cars en-masse since the 60s. So who are we in 2023 to get nervous about the increasing presence of AI in our digital world?
Let’s embrace it. Let’s innovate with it. Let’s perfect it. We will all be better off for it.
