THE IMPACT OF AI ON DIGITAL MARKETING
A discussion about the impact of AI in Digital Marketing with an emphasis on Consciousness and honoring the interconnectedness of a unified field. [video links available via references below]
In a world where innovation is constantly evolving and technologies emerge at the turn of each passing year, the introduction of artificial intelligence is no surprising event. The potential for AI to become a staple of any given business model is ever-present, and it’s up to us to help humanity adapt to these new standards. As marketing professionals, there is opportunity for more efficient workflow and data mining and analysis at the basis of this AI revolution. In the module I video, ‘What Will Happen to Marketing in the Age of AI?’ lead by speaker Jessica Apotheker, she presents solutions for individuals to use in order to facilitate the implementation of AI into their business models and marketing strategies. Apotheker makes great emphasis on the functioning of the brain, designating creatives and innovators as right-brained and data-driven, analytical persons as left-brained. She then expands on these points to include left or right-brained AI, which demonstrates the areas in which AI can be most useful in a marketing scenario. One important point made was being aware of how to utilize AI in a successful marketing strategy with the ability to train AI further, increasing right-brain performance in marketers. Apotheker also mentions that AI is trained via analyzing current data, which can lead to being trapped in your ‘current ecosystem’ stifling innovation and the means to be forward thinking as a brand. Her offered solution to this was to maintain your humanity, hone in on your strongest skills, and divert attention to increasing those skills over time.
An ethical issue raised in this talk was the idea that AI can reduce divergence if overly used, causing content to become too saturated in a public-facing setting and essentially all the same kind of material [grand equalization]. This causes the loss of an authentic brand identity and voice, losing personality which therefore impacts the relationship with customers over time. On a positive note, AI could allow for more direct targeting and align with the most authentic ‘version’ of customer identity. With regard to efficiency and moving onto the second video in this module, “How AI Could Empower Any Business,” by Andrew Ng, there seems to be unbounded potential for improvement with the use of AI. His main point was making AI accessible to small businesses and people around the world regardless of initial capital investment and access to funds. As the talk commenced, Ng illustrates a scenario where a small pizza chain could use AI to improve decision making, for example by deducing which days a particular pie might sell best. There’s an untapped potential for measuring performance, making more directed decisions, and improving overall operating performance [supply chain, quality control]. Ng also puts great emphasis on giving people the tools to write their own AI programs through training the AI as it develops further by distilling information provided by the user over time.
My understanding of the unified field is that it is rooted in natural law and provides the source for all creative intelligence available to use in the world and beyond. As our universe expands, so does our understanding of the mechanics behind all that is created. Since AI is a human creation, its potential to expand depends entirely on our involvement of its development [until the day the machines take over but we won’t talk about that today]. If a company creates a model backed by the intention of good will with a sustainable model to the benefit of humanity, they are doing what they need to do to stay aligned with the laws of nature. As such, the benefits of nature should come naturally to them. Utilizing AI to target specific audiences is not an invasion of privacy when there are measures put in place to ask for consent in a digital setting, for example accepting cookies upon visiting a website. Since information is currency, companies may then take those customer touchpoints and analyze the information to offer more filtered suggestions/recommendations to their customers. Each input of information allows the AI to develop further and assess the customer needs and interests. This then leads to a more authentic engagement and alignment with a brand’s audience on a more intimate level. Creating paid ads in spaces where their target audience might navigate toward is a way to leverage AI data analytics to increase brand reach and awareness. Using AI to mirror customer behaviour, for example showing ads with models featuring clothing they might wear is one way to create that alignment a brand might be looking for.
Resources: Apotheker, J., 2023, “What Will Happen to Marketing in the Age of AI?” Youtube Online Video, TED Talk, MIU Online Instructure, Module I [MGT481]
Ng, A., 2022, “ How AI Could Empower Any Business” Youtube Online Video, TED Talk, MIU Online Instructure, Module I [MGT481]
Unified Field Chart for Marketing, 2025, MIU Online Instructure, MGT481
