Well, as anyone with previous experience who’s actually brought Ai into their campaigns knows, it’s not automatically better.
Ai*-powered tools are everywhere now, promising us less effort and better results. Sounds great, right? Well, as anyone with previous experience who’s actually brought them into their campaigns knows, the reality can be quite different.
Platforms might pitch these tools as effortless solutions, but remember: quickly doesn’t necessarily equal quality. We’ve found that setting up Ai-driven campaigns (such as like Google’s Performance Max offering) often takes way more effort than claimed. These campaigns can involve coordinating images, videos, headlines, descriptions and more.
Ai can generate advertising content automatically, but relying on it exclusively won’t lead to the best creative output. High-quality, engaging ads still need human eyes, intuition and experimentation.
Another common claim is that once an Ai-powered campaign is live, we’ll be able to just sit back and watch the magic happen. Unfortunately, it doesn’t quite work like that.
Ai-driven campaigns often take months to outperform manually optimised campaigns. We’ve found this out the hard way. It’s especially important to carefully examine the search query reports and targeting settings to ensure Ai is actually reaching the audience we want in B2B marketing, where generating high-quality leads is critical. Click or even conversion volume alone doesn’t guarantee quality leads.
* I’ve very fond of the great Sir Stephen Fry’s suggestion that we abbreviate ‘Artificial Intelligence’ as ‘Ai’. He recently described it as: “My (fruitless no doubt) attempt to make life easier for people called Albert, Alfred, Alexander et al (ho ho). In sans serif fonts AI with a majuscule “i” is ambiguous. How does the great Pacino feel when he reads that “Al is a threat to humanity?” So let’s all write as Ai not AI.”