Summary: In this interview with The MarTech Expert, Charlie Worrall, SEO Manager at Imaginaire, discusses the benefits and challenges of AI-powered solutions in MarTech, including innovative uses and ethical considerations. Charlie also shares insights on the future impact of AI on MarTech.
1. Tell us more about yourself and Imaginaire
I’m Charlie, Imagnaire’s SEO Manager. We focus on helping businesses grow quickly with the help of digital marketing efforts like SEO, PPC and developing their online presence.
2. What do you think are the most significant benefits of AI-powered solutions in MarTech?
I think that taking advantage of AI within the world of marketing is a necessity now. One of the biggest benefits that I’ve found for SEO recently is its ability to present semantically related topics to target keywords. You’re able to prioritise related terms that are likely to have a positive impact on your SEO efforts with the use of other tools too that help to determine intent and other metrics.
3. What are some of the most innovative uses of AI in marketing that you have seen?
AI in itself is an innovative technology that I’m really excited about. It’s cliche but the possibilities are endless and it’s become a tool that I use daily. It’s simple but the fact that you can ask questions, (technical or not) and get quick answers so that you can start answering journalist enquiries quickly is really useful. For example, if an interior design journalist has sent a call out for comments on how to make a small room appear larger than it is, you can ask one of the chatbot AI models and it’ll give you a list of ways to do just that with reasoning.
Of course, you can’t take everything a chatbox AI model tells you as gospel but it’s a really good place to start building out your comments or content.
4. What are some of the challenges businesses may face when implementing AI-driven marketing solutions? How do they overcome them?
As mentioned the chatbot AI models aren’t always accurate which means you do have to fact-check for some of the content they spit out. This is a big drawback because from time to time, depending on the type of questions you ask and the information you require, you’ll still have to do your research.
Similarly, AI language models also lack a form of human intuition which means that while they can analyse data and provide insights into topics, it’ll struggle to identify the subtle nuances of consciousness and emotion. This means that if you’re relying on an AI language model for strategy and content, you’ll still need to amend certain parts to contain a human factor.
5. How can businesses ensure that their AI-driven marketing strategies are ethical?
Developing a rapport between your business/brand and your target audiences is a key part of marketing success. With that in mind ensuring that your AI-powered strategies are ethical will help to achieve that trust.
1 – Establish Ethical Guidelines: The first step in ensuring ethical AI-powered marketing strategies is to establish ethical guidelines that outline the principles the business adheres to. These guidelines can provide guidance for both employees and AI systems.
2 – Use Diverse Data Sources: You should use diverse data sources when using AI-powered marketing strategies. Businesses should gather data from a variety of sources to do everything they can to prevent biases and ensure inclusivity.
3 – Test for Bias: It’s important to test AI models for biases, so they don’t discriminate against any group or perpetuate existing biases. Businesses can use specialised tools and techniques to identify and correct any biases in their AI models.
6. What impact do you think AI-powered solutions will have on the future of MarTech?
As the AI language models progress and learn I’m sure that we’ll see innovations that we didn’t expect. However, I’m hoping that at some point we’ll be able to utilise them for more than just content with SEO. Turning them into a form of personal assistant that can integrate with your current processes and tools to understand how you work and what you need them to do for you. Whether it involves gathering a list of websites and email addresses to perform outreach or emailing clients with information that they’ve requested. These types of tasks that do end up eating into your workday could end up being automated and faster than ever before.
Samaher is a MarTech professional with a strong background in marketing data analytics, marketing automation, email marketing, and paid ads. She has successfully helped companies such as Advyteam, Acredius, and Keyrus achieve their marketing goals through her analytical approach and strategic thinking.
