The Unpleasant Reality of B2B technology Marketing
You Probably Could Replace Your Marketing Team with AI
But that says more about the state of B2B Technology Marketing than the state of Artificial Intelligence
The Flickering Light of Artificial Intelligence Casts Shadows on the Cave Wall
AI is Not a Solution
AI-generated content, although increasingly sophisticated, is nothing more than shadows on the cave wall. Just like the prisoners in Plato’s allegory of the cave perceive the shadows as reality, AI-generated content may initially appear authentic and meaningful. However, it serves as a mere imitation of the human experience, unable to capture the essence of true human expression, just as shadows are only a distorted reflection of the objects that cast them.
AI-generated personas can offer valuable insights into target audiences and help refine existing marketing strategies, especially in saturated markets. However, their limitations lie in their inability to uncover new problems, innovative solutions, or untapped markets, as they rely on existing information and competitor offerings. While useful for optimizing strategies in established markets, AI-generated personas cannot drive groundbreaking products or services, nor can they identify new opportunities. Genuine innovation and growth demand human creativity, ingenuity, and the capacity to think beyond current market dynamics. Embracing the human element in strategy development is essential for exploring uncharted territory and pursuing groundbreaking ideas, rather than merely imitating competitors in saturated markets.
In my previous career working with labor law for foreign companies operating in Japan, I witnessed firsthand the limitations of data analysis in a vacuum. A software company relied on data analysis to determine which support engineer to retain during a transition to a reseller model. The data showed one junior engineer outperforming his colleagues, closing nearly half of all cases. However, the analysis missed a vital piece of context: he was assigned already-solved cases for training purposes, leading to inflated numbers. As powerful as AI is as a tool, it is not smart. Treating AI as an employee or team member will lead to flawless logic based on irrefutable data, but ultimately result in misguided decisions that miss the bigger picture.
AI is a Washing Machine
As a college student in Japan without a washing machine, I spent my Sundays hand-washing my clothes in the bathtub. Now I spend 15 minutes a week on laundry. The washing machine saved time for housewives and contributed to the women’s rights movement, freeing women from constant household chores and questioning why women were solely burdened with such tasks in the first place. AI is revolutionizing our work and life, especially in marketing. By automating routine tasks, marketers can now focus on creative, human-centric ideas that genuinely connect with people instead of producing content merely for the benefit of machines.