Artificial intelligence in marketing – personal digital assistant or source of risk?

The world of artificial intelligence is “black and white”. There is no “in between.” You prompt to get the answer and copmpleted task in seconds or minutes. Command – execution. You don’t have to search for the answer in suggested sources, as is the case with Google. The generative AI’s answers are correct (as long as it has previously been fed with source information on the topic). Artificial intelligence will carefully check our reactions (eye movements while watching ads, or examine attention levels). It will perform tasks that are inherently human. It will also simulate emotions or create engaging material for a website, presentation, or social media. AI works as a digital personal assistant to marketer

Will the digital assistant repaint our world in black and white?

Human emotions cannot yet be fully faked. They stay unpredictable. Although there is an ongoing dispute on this aspect. Marketing psychology has been analyzing and proving for years that consumers are largely driven by compulsive needs that generate certain emotions. Our mind easily picks up whether we are talking to a chatbot or a consultant, connecting on an instant messenger with a specific company. Creating content – being a collection of ready-made answers under SEO or social media schedules is already going quite well for artificial intelligence. But reflecting human emotions, “being human” not yet. Artificial intelligence is “black and white” either it has sources to use or it doesn’t. It will study the data carefully and subject it for analysis, if necessary. It will build a model based on the data. Its “creativity” depends on the sources it is fed with. Where to use it?

  • To see what emotions certain stimuli evoke in people. 
  • To create compelling visual content, such as images, graphics and animations. 
  • For analyzing data about users, such as their browsing history, clicks and likes.


Powering AI with knowledge is easy – just feed it with sources and constantly update them. What happens beyond words and images is not easy to teach. Artificial intelligence can be asked to characterize copy (text) in a particular way, or to advise on behavior, but the answer will be unemotional. AI will only build a list of options for us. Savvy copywriters will recognize AI-written texts with their eyes closed, and graphic designers will see machine-made graphics, portraits. Schools are beginning to suffer from a flood of similar essays turned in by students using GPT chat.



Generative AI consultants

The Age of AI has begun

Bill Gates

Adobe predicts that 31% of organizations want to use artificial intelligence to create content (data source: Adobe). Gartner highlights that 30% of CMOs (Chief Marketing Officers) are being ooutperformed by AI in areas such as campaigns, content personalization and analytics. Job roles in marketing departments and the function of the CMO himself will therefore change in the future. The allocation of budgets will also change. The use of tools with built-in AI functions (in addition to open source) is usually based on a subscription or subscription model.

AI consultants will soon overtake separate positions in large organizations. And the main task will not be to educate about the advantages, but rather to protect the organization from leaks of data and sensitive information. The use of AI assistants in the execution of tasks will have to be regulated. The trap will be to try to cut off artificial intelligence and deliberately underutilize it in organizations. In the long run, this will not work in a digital world. It is already apparent that top Fortune 500 corporations are using the best AI tools on a global level. The trend will probably be adapted in local teams. What will happen in small and medium-sized companies in Poland? This question is worth leaving open at this point.

If using AI tools is interesting to you, let’s pitch. I have some proven tips.