AI in marketing is not a silver bullet. It is a tool, and like any tool, its effectiveness is determined by the skill of its user. Marketers must leverage AI discerningly, refining its output to align with their vision. Only then can AI be a faithful ally in the quest for impactful marketing solutions.

AI is a Great Marketing Tool…but It’s Just a Tool

The apparent total disruption caused by Artificial Intelligence (AI) in marketing has been met with a mix of enthusiasm and skepticism. While some hail it as the panacea for all marketing challenges, others are wary. AI, particularly generative AI-driven tools, are powerful, but they are not standalone solutions—they are just tools that require skilled hands like any other marketing component.

For instance, let’s consider a generative AI’s attempt at creating a social media post for dentists about cosmetic dentistry. I asked Google’s Search Generative Experience to do just that. I had no idea what to expect…

screenshot of an AI generated post

Well, what you probably notice right away is that this…is not a social media post. At best, Google created a blog post.

An Eval of Bard AI’s Attempt at Building a Social Media Post

The output included classic post suggestions such as before-and-after photos, educational content, testimonials, special offers, and behind-the-scenes glimpses of dental practices. While these elements are fundamental, even these post ideas will succeed or fail based on the quality and consistency of the content. The visibility of the posts will vary significantly based on the input and oversight from the marketer.

Google’s Bard AI suggestion to use various photos, educational videos, and patient testimonials is especially sound advice, but there’s more to it. The AI doesn’t account for the nuances of brand voice or the strategic timing of posts. It doesn’t understand the delicate balance of promotional and educational content that doesn’t alienate an audience.

This brings us to the adage of computing and other life management aspects: “Garbage in, garbage out.” The efficacy of generative AI in marketing hinges on the marketer’s thoughtful strategy. For best results, you need a deep understanding of the target audience and a clear set of objectives to guide the AI’s output. These are necessary for even the most sophisticated AI to churn out content that fizzles instead of blowing up.

AI excels at tasks such as data analysis, pattern recognition, and automation of repetitive tasks. These capabilities can augment a marketer’s productivity, allowing more time to create personalized and efficient campaigns. However, the creative and strategic aspects—the essence of marketing—still rely heavily on human expertise.

Chat GPT and DALL-E in Dental Social Media

Incidentally, here’s Chat GPT’s DALL-E-powered attempt…

ai generative ad example
ai generative ad example

Yikes! The elements are there, but they’re disturbing…not English (is that the Sims language??) and oddly surreal. I think marketing jobs are safe for now. If you need help with dental social media or other marketing, in AI’s pseudo-words, “BOOK YOUR CONNSUTNATION!” today! LOL