3 MYTHS & 4 TRUTHS ABOUT AI

With a vast amount of information coming out about artificial intelligence (AI) in recent years, it’s easy to get lost in what is factual and what is largely false. In this blog, we will dive into three common myths surrounding AI and reveal the actual truths behind them. By separating fact from fiction, we aim to provide a clearer understanding of AI’s true capabilities and limitations, helping you navigate this complex and rapidly evolving landscape with confidence.

Myth #1: AI will takeover jobs 

Truth: A common misconception about AI is that it will take over jobs in the future, replacing tasks once done by humans with computers. This is largely false; AI is a tool, not an end in itself. AI alone cannot plan, create, and execute a marketing strategy, but it can and should be implemented to speed up processes and improve efficiency. Rather than viewing AI as a “human-like robot,” it should be seen as a tool, making day-to-day tasks easier and organizing large amounts of information. At Claritas, we rely on AI to power many of our solutions and optimize the customer journey through message, creative, audience, media and measurement optimization. A great example is our AI Personalization solution, a tool that can generate personalized content, like ad copy, imagery mixes, and email subject lines tailored to each customer’s needs and interests. This personalized approach makes marketing messages more relevant and engaging, leading to improved customer experiences and increased brand loyalty. The final decision maker in this process is the human, who approves the AI-generated content using an intuitive dashboard, monitoring and optimizing it to help the AI work better for specific goals. WATCH FIRESIDE CHAT TO MORE ABOUT AI PERSONALIZATION 

Myth #2: AI is always correct and provides 100% accurate information. 

Truth: Though AI can reference large amounts of data, it still makes mistakes. AI is only as good as the data it references. If the data is inaccurate, outdated, or false, this will be reflected in the AI’s output. Take, for example, the widely popular ChatGPT. It’s easy to use and can pull information in real-time, but its accuracy relies on its internal training data, which usually lags several years behind and external internet sources. If these sources are inaccurate or dated, so is the output. This becomes crucial when dealing with sensitive topics like race or gender. Biased data leads to biased responses. At Claritas, we recognize the importance of developing unbiased and ethical AI. This year at Cannes Lions, our SVP of AI Personalization, Don Sklenka, discussed the challenges in standardizing processes and validating AI tools for true inclusivity and belonging for all audiences. To learn more about how Claritas is contributing to inclusivity within AI, contact us. 

Myth #3: AI adoption is the only way to see success in marketing 

Truth: The adoption of AI in marketing has the potential to significantly enhance your success, although its impact will eventually stabilize. AI empowers marketers to reach a broader audience with highly tailored content. Tools such as AI Personalization, can customize content according to audience preferences and optimize audience, media, and measurement in real-time. Despite the impressive gains from AI, it is crucial to remember that traditional marketing practices remain essential to a successful campaign. For example, building strong customer relationships through personal interactions and leveraging word-of-mouth referrals are timeless strategies that drive brand loyalty. Additionally, developing a consistent brand voice and crafting compelling narratives remain key to resonating with your audience. 

Truth #4: All new technology has a growing period of uncertainty 

Incorporating new technology, including AI, comes with a period of uncertainty and adaptation. It’s important to recognize that AI is still evolving and has its limitations. The success and longevity of AI as a tool depend on how humans choose to shape and utilize it. By actively participating in the development and ethical use of AI, we can ensure it becomes a valuable asset in various fields. The human element remains crucial in guiding AI, addressing its flaws, and optimizing its potential for the long term. 

Embracing AI requires a balanced approach, combining its capabilities with human ingenuity to create sustainable and effective solutions. As we navigate this growing period, it is our responsibility to mold AI into a tool that enhances human efforts, driving progress and innovation across industries. To learn more or stay up-to-date on the latest AI developments so you don’t fall victim to the myths floating around, visit Claritas.com. We have case studies, podcasts, and fireside chats that go in-depth on the process and the results our clients have seen when leveraging AI solutions. Make sure you stay ahead of the curve, request a demo of our AI Optimization Solutions.