The Speed Dilemma in AI-Driven Marketing: Quality Over Quantity

More than 25 years ago, when website development agencies were at the forefront of digital innovation, the concept of technology in marketing was just taking shape. Back in 1996, introducing websites to businesses was a groundbreaking venture, often leaving marketing executives in awe of the potential of interactive and frequently updated content.

Fast forward to today, and the reliance on technology, particularly generative AI and content automation tools, has become indispensable in executing and measuring content efforts. Marketers are often cautioned to master these technologies, but what does “mastering technology” actually entail? Is it about being faster or better?

Speed and Cynicism in Technology

The quest for speed and efficiency has been a driving force in the development of marketing technologies. Recent research indicates a growing cynicism among marketers, many of whom feel overwhelmed by the rapid changes in media and marketing technologies. Scott Brinker’s annual MarTech Landscape reports that there are now over 11,000 marketing software solutions, all promising to empower marketers to move faster.

As we look ahead to 2024, a crucial realization is dawning upon marketers: In the race for speed, what essential elements of work are we overlooking in the space between technology’s reading and writing capabilities?

The Compromise of Speed in Creative Processes

Technology offers numerous shortcuts. It can suggest concepts, automate prioritization, and even craft narratives for specific audiences. However, there comes a point when we must consider whether certain aspects of the creative process should remain untouched by technology.

Consider a recent example from my experience with a financial services company. The vice president of marketing recounted how, as an intern two decades ago, she manually researched and wrote job descriptions, gaining invaluable insights into the business. Today, such tasks are readily delegated to AI-generative content tools, which accomplish in minutes what used to take days. But at what cost? Are we sacrificing deep, human understanding for the sake of efficiency?

Reevaluating the “Faster is Better” Mantra

In 2023, 45% of marketing leaders believed their companies compromised core values for short-term wins, a significant increase from the previous year. About 40% of marketers cited pressure for short-term success and lack of time for strategic thinking as major barriers. These statistics highlight an overemphasis on speed, often at the expense of quality and thoughtful execution.

The Irony of Technology and Human Creativity

The push for technology to read and write faster risks compressing the space for human creativity and wisdom. An example is the growing acceptance of “70% solutions” in the pursuit of speed, where businesses willingly settle for ideas that are subpar but faster to implement.

This trend is echoed in the advertising industry, where a display ad is considered valuable if 50% or more of it is visible for at least one second – a standard that prioritizes speed over quality.

Slowing Down for Quality

It’s time to shift the focus from speed to purposeful utilization of technology. The true challenge lies in understanding the ‘how’ and ‘why’ of our actions. If the objective is merely to do things faster, we miss the opportunity to fill the gap between reading and writing with meaningful human input.

Consider embracing the role of an anti-real-time marketer, where the emphasis is on allowing human creativity and insight to enhance marketing efforts. Yes, technology aids in the process, but the ultimate goal should not be to outpace AI in speed. Instead, it should be to complement AI’s capabilities with human quality and ingenuity.

Conclusion

As we navigate the complexities of AI-driven marketing, it’s crucial to remember that being slower than AI is not a drawback; it’s a valuable feature. It represents the human element that enriches our stories and makes our marketing efforts truly resonate. In a world increasingly dominated by speed, taking the time to craft thoughtful, well-developed strategies remains an invaluable practice.