How AI can overcome personal data concerns in marketing
MARKETING isn’t what it used to be with technology as an option in the toolbox. Conventional approaches that worked just a few years back are largely ineffective now.
As the use of artificial intelligence (AI) in marketing rises, so do data privacy concerns.
Despite that, AI may be exactly what will overcome data privacy concerns in marketing for businesses.
What needs to be clear is that it’s not AI that’s driving most digital marketing campaigns right now. Instead, today’s marketing efforts are based on algorithms.
So, the results are only as good as the data that goes into the formula. This is where personal data becomes a concern.
Even at this stage, digital campaigns are wildly successful as it enables marketers to do more with less time and resources.
The soaring growth of big data and the use of AI is changing marketing from its very core. It aims to achieve more effective marketing, anonymously.
Over the coming years, we will see more marketing efforts to truly embrace AI and that’s where it is exciting.
AI overcoming personal data concerns in marketing
How will it be different for businesses if personal data are just data points? It’s not going to really make a difference.
The importance of personal data will decrease as the use of AI increases in targeted advertising because AI systems can respond without bias and do not need personal data to deliver an ad.
From the point of data collection to perform in-depth analysis, technology can make marketing not only personalized but also anonymous.
For example, machine learning (ML) —a subset of AI— can improve advertising in content copy and ad placement purely by the system’s learning capabilities.
The businesses will get the same if not more eyeballs for their ads while ensuring the right content speaks to the targeted crowd.
There’s heavy scrutiny on the use of AI in marketing efforts as it presumably reveals too much about an individual.
However, as the predictive technology becomes more widely used and improves over time, personal data will be of minimal relevance.
Instead, businesses will be able to ensure to their customers that AI is what will overcome their personal data concerns.
Consequently, gaining brand confidence as it resolves personal data concerns in marketing.
AI has come a long way since its inception more than six decades ago. And like all technology, AI can be exploited.
So, how businesses use AI today will determine how expansive or how restricted AI will be in the future.