One of the hottest topics in 2024 is AI. This has lead to lots of conversation online about the role AI and Copilots in the workplace. In this blog we’re talking about what AI Marketing actually is, and exploring if AI Marketing Copilots like Jasper actually work.
We trialled a Copilot internally for one week, looking specifically at:
- How much time we could save?
- What standard could a Marketing AI work to?
- If we’re going to loose our job soon?
Keep reading to see our team’s thoughts on these questions. If you want to talk more, connect with our team on LinkedIn, or book a call through directly through our site.
So, how much time did we save with AI?
In short – not much. When it comes to we found you got out, what you put in. The more time you spent briefing information, scope of work, and industry nuances, the closer you got to what you were looking for. Which meant sometimes the outputs where pretty good, but here’s the catch…
When it came to testing Ai’s ability to generate things like content plans, or frameworks for research, more often than not in the time we spent briefing the AI, we could’ve just actioned the task at hand. Point 1 Marketers, nill AI Copilots.
What standards do AI Marketing Copilots or assistants work to?
Not as high as the standard our team hold ourselves to! And that may sound cliche, and being a marketing agency it is in our best interests to not promote AI but for us we found several short comings when rating the quality of outputs:
- A lack of emotional intelligence especially when writing about sensitive topics or subjects that need a delicate approach
- Misplaced confidence in certain data-points or statistics that were referenced, and often misleading or outdated
Are we in trouble, or under threat from Marketing AI Copilots?
We hope not. We’re quite comfortable with the standards of the services we deliver, and we don’t think AI can rival that. Some AIs are extremely powerful, and we do champion AI when it comes to integration, or automation, however some things just need a human touch. And we think content marketing is one of those.
Other challenges you may want to consider:
- Price – To invest in an enterprise Marketing Copilot, or a high-quality AI you can expect to pay just as much as some freelancers charge
- Account management – An AI won’t put as much effort into your relationships, or in trying to understand your problems as real people
- Creativity – No explanation needed for this one!
So, while AI offers some advantages in marketing and can be a great tool for automations or efficiency, we don’t think it’s replacing agencies or in-house teams anytime soon.
Although, if you are a marketer, or business owner, and just want a second pair of eyes on things it is pretty good when it can be pretty handy for admin tasks like proof reading.
