Artificial Intelligence (AI) is transforming how brands and businesses engage with customers, but it’s not without its challenges. While AI has unlocked new levels of efficiency, innovation, and data-driven insights, there are still limits preventing it from reaching its full potential.
For marketing professionals, especially those focused on influencer marketing and social media, understanding these limits is critical to staying competitive. Plus, there are a whole other range of uses for marketing intelligence and strategy development.
In this article, we’ll explore the common limits of AI, how it’s currently being used in marketing, and how RippleXn’s unique social intelligence data can help businesses overcome these challenges.
One of the biggest hurdles is the term ‘AI’. Everything from automated chatbots to image generation to market analysis can partially or solely rely on Artificial Intelligence components to operate, with varying degrees of risk and oversight required.
Fortunately, many brands are taking a highly structured approach to understanding use cases and the implications - much like the processes businesses adopted when preparing for the implementation of GDPR and the ‘journey’ of personal data as it progresses through the marketing machine and all manner of applications.
AI tools are not a blocker; they’re an inevitability, and those that adapt, understand, and navigate quickly will be able to exploit a short window of competitive advantage while less nimble organizations catch up or adapt.
AI is only as good as the data it’s fed. In marketing, this means relying on vast amounts of customer and market data to make accurate predictions and decisions. Poor data quality, fragmented information, or biassed datasets can significantly hamper AI's performance. This is especially true in influencer marketing, where bad data can lead to misguided partnerships or ineffective campaigns. To-date most widely used data sets are 3rd party aggregations of platform API’s ‘public data’ feeds. So, nothing here is unique or customised to your specific needs.
RippleXn addresses this directly. By listening more accurately to what’s said in social media videos, especially brand mentions and product names, we ensure the data you could use is accurate and actionable. If your AI can’t identify the right products or content, your decisions won’t be informed by the best data.
Integrating AI into existing systems can be another roadblock. Many businesses struggle to align AI solutions with legacy systems or enrich current data sets with AI powered insights. This lack of integration can prevent AI from delivering its full value in areas like campaign personalization or competitive analysis. Plugging in an API is relatively easy ,and to be honest, desirable. The real challenge is imagination on what data sets, what live data, what unique data can be found and used to augment existing data. Integration may be more stakeholder than technical!
As AI becomes more prevalent, ethical issues around privacy, data usage, and transparency continue to grow. Regulatory frameworks like GDPR also limit the ways businesses can use AI for customer insights and targeting. Brands need to navigate these concerns carefully to avoid legal pitfalls and maintain consumer trust. As internal teams rush to empower AI through blended stakeholder groups or regular legal teams, knowledge of what things are, what they do, how they could replace a human decision or generate outcomes where accountability is uncertain. These are all real concerns.
Buying in a model can add complexity to your organization too. Have you asked about the training data, its providence, whether its collection now allows resale. 2024 into 2025 is likely to see much progress, many lawsuits and many cautionary tales.
Despite the challenges, AI is making significant strides in the marketing world. Here’s a look at some examples of how AI is driving marketing success today:
Even with its exciting potential, AI adoption in marketing faces barriers:
RippleXn empowers marketers by providing the tools they need to overcome many of the barriers mentioned above. Here’s how we can help:
RippleXn listens to social media videos with unmatched accuracy, providing detailed insights that fuel your marketing strategy. By leveraging RippleXn’s API, you can seamlessly integrate high-quality data into your campaigns, helping to overcome the “data thirst” problem many businesses face.
Don’t let poor data or AI limits hold back your marketing efforts. Reach out to RippleXn today and unlock the full potential of AI in your marketing campaigns.