There is no doubt the positive influence technology can have on human creativity.
Today, the most successful marketing is a result of embracing new technologies and finding the right blend of human creativity and precision artificial intelligence (AI). This enables its users to stay ahead of the curve.
At Made, an independent creative marketing agency, we embrace new technologies. We do this by combining the power of AI with our team’s human creative thinking and application.
We really value the precision that AI can bring to the analytics and targeting.
However, we really love the emotional connection that only comes from experienced, skilled marketers and designers. Humans.
Staying ahead of the curve with AI in your marketing toolkit
-Increased efficiency and insight through data analysis: whether it’s by looking at your own campaign data or that of your competitors, AI can quickly and efficiently crunch numbers and suggest solid next steps. Also a huge timesaver when it comes to developing insights into customer behaviour or trend analysis.
-Idea generation: to overcome the fear and challenge of the blank page. AI is an invaluable tool in offering up ideas for content creation and post ideation. It gets the process moving quicker and allows more time for the human craft to shine.
-Manage routine tasks: with the power to automate time consuming tasks such as post scheduling, optimising email send times and elements of project management, AI can save creative marketing agencies many hours of time in routine tasks. Meaning they can spend more time on what they do best: creativity and strategy.
The dangers of over-reliance on AI
Whilst it might seem appealing to fully embrace new technologies like AI, balance is needed.
Even the very best AI models aren’t yet able to convincingly personalise content with that genuine, human touch. To find the right metaphor or emotional touchpoint that evokes exactly the right response. This is the knowledge and contextualisation that – at the moment at least – only a human can provide.
Without the human touch, messaging can seem robotic and cold. This makes it difficult to connect with an audience in meaningful ways.
The innate human understanding can also lead to carefully curated personalisation activities and brand strategies that dovetail in ways not yet replicable by technology. This ensures that every available opportunity for emotional connection is incorporated into a coherent, powerful plan.
When it comes to building long-lasting relationships with your audience and making a real connection, it’s essential to have the personal touch that only comes from humans speaking to humans.
The best of both worlds
Fortunately, working with agency partners means that brands experience the best of both worlds. By treating AI as a tool and thoughtfully incorporating it into the work flow whilst also having a strong understanding of what it can and can’t do,
Many agencies are experienced at gaining advantages from AI as part of their work flow, benefitting from its efficiency, speed, consistency and capacity whilst still retaining the craft that comes from skilled creatives and experts in their field.
If you are looking for a UK marketing and creative agency to using cutting-edge AI strategies to help build unparalleled understanding of your customer and complimenting this with our human creative expertise, at Made we craft strategies that will make your brand stand out from the crowd.
If you are looking for a winning combination of human and tech to help boost your brand’s marketing, speak to our team today.
