Before you believe any AI hype, positive or negative, take the time to conduct your own research. Here are three things to watch out for as you do.

1. What’s What on AI in
Marketing

2. If Google Trends is
any indication,
interest in artificial
intelligence (AI) has
increased steadily
every year since
2012.

3. That is great news for its developers and the
businesses that benefit from its use, but
unfortunately, many people just hear the hype
about it and don’t understand its substance.
When it comes to AI, it’s common to see the
following types of exaggerated headlines:

4. • AI Will End Humanity as We Know It
• After Beating a Human at a Board Game, AI
Poised to Take Over the World
• AI Can Solve Every Business Problem in
Existence

5. While there’s no doubt that AI can and does
transform the personal and working lives of
millions, it’s important to maintain realistic
expectations about it. It absolutely will disrupt
marketing as well as many other industries.

6. Because of AI, future generations will live in a
world that seems like science fiction compared
to the technology we have today.
With its unprecedented growth rate, AI
receives a lot of attention both online and
offline.

7. Since much of it amounts to little more than
hype, it’s up to you to sort out what is true
about using AI and what is an exaggerated
claim. This can be challenging to do when
you’re new to the world of AI.

8. The biggest concern that people seem to have
related to using AI is that it will put them out
of a job. This can lead them to become
anxious and believe many false assumptions
about AI. Before you believe any AI hype,
positive or negative, take the time to conduct
your own research.

9. Here are three things to watch out for as you
do:
Not everyone uses the term artificial
intelligence correctly. It includes many
technologies, such as deep learning, machine
learning, and neural networks.

10. The term AI is a broad one that people can
interpret in numerous ways. Although some
news writers and people in business refer to
these concepts with the blanket term of AI,
they don’t mean the same thing. Instead, they
describe unique and specific technologies that
have some relation to one another.

11. Until people understand this concept, they will
continue to have many misconceptions. Using
AI consists of tools with the capability to
complete certain tasks instead of a single
technology that can complete nearly
everything.

12. Use logic to
evaluate scare
tactics about AI.
Sensational news
sells, which is why
many news writers
resort to developing
headlines screaming

13. that AI will soon replace humans on the job.
While job loss is possible in certain industries,
it’s more important to understand how AI
impacts the transformation of your job and
acquire the information you need to cope with
the massive changes.

14. For example, you can expect AI to automate
many sales and marketing tasks. Your job may
very well be in jeopardy if you don’t evolve.
The exciting news is that AI will create new
career paths as well as enhance the work
people do on the job right now.

15. Professionals who work with AI will become
more concerned with productivity and
individual performance. As companies
continue to invest in AI technology, it will free
up marketing teams to work on tasks of
greater importance that bring in more revenue
for the company.

16. Those who embrace rather than fear AI will
find that their role in business continually
evolves. It will also help to form a stronger
spirit of cooperation between marketing and
sales. When you overlook the hype about AI
and understand it in context, it makes an
excellent on-the-job tool.

17. Some business
owners only think
they’re using AI. It
can be easy to feel
confused with such
a new technology.

18. People sometimes assume they’re using AI
when they’re only trying to make sense of one
of its tools. Additionally, it’s common for
businesses to include AI in their marketing
campaigns whether they use it or not. Just the
idea that a company is using the latest
technology is attractive to many customers.

19. Part of the problem lies in the way that some
company leaders describe automated tasks
completed by their employees. Although
these leaders offer useful tools and reference
legitimate case studies, they could be just
buying into the AI hype for marketing
purposes.

20. This can create a problem for marketers who
want to test a solution before making a
financial commitment to it. You might
experience the frustration of buying an AI tool
only to discover the features you counted on
are still in the planning stages.

21. You could even buy a research tool thinking it
uses AI when it really doesn’t.
Before you agree to buying an AI solution for
your business, ask a lot of questions and
complete your own unbiased research. Please
reach out to Call Sumo with additional
questions about AI.

22. We love what it can do for our customers and
would be happy to help you understand it
better.