Artificial intelligence (AI) is all the rage today thanks to entities like ChatGPT, GTP-3, and Dall-E. From AI-powered search to using tools like ChatGPT to write university term papers, it is everywhere. We are even hearing rumblings of AI’s potential impacts on digital marketing.
As a digital marketing firm in Utah, we offer all the services you would expect from a modern agency. We offer SEO, content marketing, PPC ad services, web development, and more. It is in our best interests to stay abreast of industry trends so that we can best serve our clients.
With that in mind, a survey recently conducted by well-known digital marketing guru Neil Patel reveals two interesting and confusing stats relating to AI in digital marketing. Let us take a closer look at them.
Stat #1: Content Creation Budgets
For the record, the Patel survey included more than 8,000 marketers. When the respondents were asked about plans for their content creation budgets in 2023, an astounding 83% said they were anticipating an increase. Just 9% reported a decrease while 8% said they would maintain their current budgets.
The number that stood out to us here was the 9% that said they would be decreasing their content creation budgets. And why is that? Because of plans to use AI tools for future content creation. Here’s how this translates in simple English: ChatGPT can produce a 600-word post for next to nothing. Human content creators cannot.
This is concerning, no doubt. But the fact that 83% of the survey respondents said they would be increasing their content creation budgets is encouraging. The number one reason for increasing is the need to create multiple types of content, including videos.
Stat #2: Investing in AI Tools
Survey respondents were also asked whether they planned to invest in AI tools in 2023. Unsurprisingly, 98% responded affirmatively. They were also asked why. Here are the top three reasons:
- Automating content creation saves money.
- Automating reduces time spent on content creation.
- Automating offers the opportunity to downsize.
The fact that 98% plan to invest in AI does not surprise at all. Right now, it is a novelty that seems to have captured the attentions of everyone from C-suite executives to the laborers who do all the work. The surprising parts are reasons #1 and #3.
Saving Money… To What End?
Trust us when we say that it takes money to run a digital marketing agency in Utah. We get the fact that business owners want to save money as much as possible. But content marketing is not something that can be measured solely in dollars and cents.
Sure, it’s possible to save a ton of money by having a chatbot create content. But AI tools cannot think independently. They cannot even create unique content. ChatGPT can only write a 600-word piece by scouring the internet and compiling information other people have already published. What is unique about that?
Saving money with AI will ultimately lead to poorer SEO performance – and all that comes with it. The corresponding loss of sales and growth could wipe out any savings realized from going automated.
A Tool, Not a Replacement
As for downsizing, which is to say reducing the content creation staff because AI tools are cheaper, shouldn’t sit well with anybody. AI is a tool. It is not supposed to be a replacement for people. AI cannot replace people anyway; it can only offer a poor imitation.
AI is here. It has started to make its way into digital marketing, even here in Utah. Only time will tell where it ultimately leads.