Tools Don’t Make The Marketer… Including Artificial Intelligence

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Tools have always been the pillars supporting strategies and execution. When I consulted clients on SEO years ago, I’d often have prospects who’d ask:

Why don’t we license SEO software and do it ourselves?

My response was simple:

You can buy a Gibson Les Paul, but it won’t turn you into Eric Clapton. You can buy a Snap-On Tools master mechanic kit, but it won’t win you the Indianapolis 500. You can buy a gym membership, but it won’t win you a Miss America contest.

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The analogies are plenty.

My father was an accomplished carpenter who made amazing furniture (or just about anything else). His fingers were like leather gloves. Watching him work was nothing short of amazing. He would design, plot, measure, measure, and cut. He’d handpick the lumber, understanding where the knots would work beautifully. He was a master craftsman. When my father passed, I had the opportunity to inherit all his tools, but we gave them to workers in need instead. I wanted my father’s tools used to their full potential, which wasn’t with me.

Are you starting to get the point yet? I hope so.

As we embrace the revolutionary strides in artificial intelligence, particularly in the generative AI (GenAI) sphere, I recognize that there are opportunities to replace both internal staff and consultants. The conversation, however, needs to shift from tool dependency to strategic creativity and human insight.

What is the role of marketers in an era increasingly dominated by AI technologies? I’d argue for a balanced approach that marries technology with irreplaceable human creativity.

The Misconception: AI as a Complete Solution
The advent of sophisticated AI tools in marketing has led to a significant shift in how companies perceive their marketing departments. The promise of cost savings and increased efficiency through AI has prompted some businesses to consider downsizing their human teams. This perception is partly driven by success stories of AI-driven analytics, content creation, and customer segmentation, which suggest that machines can do the job alone.

However, this reductionist view overlooks the intrinsic value that human marketers bring to the table. While it’s true that AI can analyze data faster than any human, it cannot comprehend the nuanced, emotional, and psychological factors that influence consumer behavior. AI can suggest strategies based on patterns and predictions but cannot understand brand ethos, empathize with customer concerns, or innovate in ways that break new ground.