Artificial intelligence (AI) is here to stay, and it will absolutely impact your business if it hasn’t already. While machine learning has been used for a wide range of business functions for quite some time, a new form of AI known as generative AI was introduced to the average user last fall, and there’s no doubt that this technology will lead to a shift in how appliance dealers approach their marketing.
As with any emerging technology or trend, the best offense is a good defense. That means anticipating how things like ChatGPT and other popular AI platforms are being used in your industry (and they most definitely ARE being used!) and understanding how this new technology affects your current marketing strategy. Read on to learn more about AI and how it will impact your business.
How Will ai Impact Your marketing?
In a recent article, Business News Daily defined AI as “a broad term that refers to any type of computer software that engages in humanlike activities.” Consider machine learning, a common form of AI that has been used by businesses for decades. Through utilizing algorithms and processing large amounts of data, machine learning attempts to mirror the way humans learn. Think chatbots, self-checkouts, and personalized product recommendations.
In 2022, marketers and business owners saw the hasty emergence of generative AI, a form of AI that can actually generate images, text, and other types of content based on the information it receives. ChatGPT is the most popular generative AI tool that can produce text, and you’ve likely heard about it by now. The platform reached 100 million users within two months of its launch, making it the “fastest-growing consumer internet app ever.” To say that generative AI may eventually affect your business is an understatement.
Should my marketing strategy rely on AI tools?
So, what do these tools mean for your current marketing strategy? Social Media Examiner points out that the right tools could help boost efficiency and creativity when it comes to marketing tasks. For example, you can input the information you would like to include in a blog post and generate a draft within moments. But will that blog post be as insightful, captivating, and thoroughly researched as your audience expects? Probably not.
Whether generating an image, social media post, article, or any other piece of content, AI tools use a data source of existing content to produce a final result. Consider the Affluent Audience™, whose appliance shopping journey is often lengthy and complex. Will they resonate more with machine-generated content, or content that was written with the level of expertise and care that customers receive from sales staff in your showroom? And how about your valuable trade professional audience? Builders and designers will likely resonate more with content that has been carefully tailored to their specific business and market.
While we wouldn’t recommend heavily relying on AI to accomplish your marketing goals, some tools do seem to offer value when used properly. One tool may be able to produce a workable first draft of an image or written piece that can give a professional designer or writer something to work with. On its blog, Zapier, a popular workflow automation platform, refers to ChatGPT as being a “pretty good brainstorming partner,” helping writers generate ideas, but not much more than that. On your website, a chatbot may be able to instantly help customers with simple questions or concerns. However, not all inquiries are going to be simple enough for AI to respond effectively.
In most marketing contexts, a team of professionals who have the expertise and skills needed to implement these tools properly is required to create the truly personalized experience the Affluent Audience desires. At AffluentBridge™, we keep our finger on the pulse of what’s trending in digital marketing to ensure timely and effective solutions for our clients. If you’re looking for a dedicated team of marketing professionals that understands the unique audience high-end appliance dealers are trying to capture, get in touch with us.