John de Forte takes a sideways look at the world of professional services marketing. This month: everyone loves AI, but what are the risks for marketing departments?
According to a recent survey, 94% of CEOs suspect their employees are using AI tools without company approval. Are they worried? No doubt a number feel that some form of central control is necessary; others argue that interrogating chatbots has become a habitual part of office life and cannot be policed effectively. Indeed, managers may encourage their staff to find their own way to use AI to solve problems.
For marketers, the benefits of AI are becoming well established. Routine tasks such as email marketing, social media posting and, in some cases, responses to client enquiries can be automated using AI, freeing up human resources for more strategic activities. That should reduce operational costs, speed up processes and help maintain consistency.
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