It's puzzling to see CEO's and CMO's shying away from technologies that can improve efficiency and earnings. Theoretically, these apps and platforms that can schedule, create and develop at a faster rate than ever before, should be a CMO's best pal. So why aren't they?
A lack of qualified talent breeds misunderstanding of the technology. AI is not a lofty, Matrix-esque technology taking over the human species and therefore not applicable to day-to-day business. It is a piece of software that has the ability to teach itself, write its own algorithms and programs, and learn commands and communications over time. Instead of needing human input, the software develops itself. It is critical marketers find the right talent, or strategic partner in lieu of not having one in house, who understands this software and can correct misunderstanding. The biggest reason brands are afraid of AI – legacy technology. Deep investments in an existing system that can no longer supports the needs of the business or meet consumer expectations cripples marketers by limiting what they can create and the experiences they can provide.