Greg Finn argued that AI can potentially make marketing worse when used as a complete solution instead of being a strategic tool. “If quantity is your guiding light, then AI helps produce more items and content. But in terms of quality, AI could be making marketing worse,” Finn said.
He emphasized the importance of not relying solely on AI and suggested that human intervention is still crucial in many aspects. This sentiment was echoed by his fellow panelists, who stressed the need for thoughtful implementation. “AI makes it very easy to get bad output.
The harder you work at something, the better it’s going to be,” added one expert. They agreed that while AI can make marketers more efficient, it also risks prioritizing quantity over quality. The panelists identified several areas where AI demonstrates clear value, with automated bidding emerging as a unanimous success story.
“I’m going to use smart bidding 99% of the time,” Amodio said. Ani shared similar insights, noting, “When we utilize algorithmic bidding as opposed to manual bidding, it’s a lot more advanced. That’s where it shines right now.”
Finn also spoke about the benefits of Performance Max campaigns when properly structured with clear conversion goals.
“A Pmax campaign with the proper game plan in place can dominate manual efforts, particularly in eCommerce settings,” he noted. The experts identified several misconceptions about AI.
Ai requires oversight for quality
One primary concern was the false belief that AI makes things easier. “Setting up AI-driven campaigns often requires more work, especially with complex assets,” Finn pointed out. He warned that relying solely on AI-generated content could lead to subpar results.
“Just because you can make things fast doesn’t mean it’s great. I want to be the best, and I don’t think AI alone can get us there,” he added. The panel also warned against treating AI as a “set it and forget it” solution.
Successful implementation often takes weeks or months of refinement. “It’s not just a set-it-and-forget-it approach. You have to set guardrails, look at your search query reports, and ensure you are reaching the right people,” Amodio argued.
One of the most compelling discussions centered on the interplay between AI and creativity. The panelists expressed concern about the potential homogenization of creative content. “AI sometimes makes us play a game where we try to fit our marketing into a box, which isn’t always a good thing,” Amodio highlighted.
In conclusion, while AI offers significant benefits, particularly in efficiency and automated processes, it also presents challenges that require careful management. Marketers must balance AI tools with human creativity and strategic oversight to truly excel.
Image Credits: Photo by Possessed Photography on Unsplash
