We’re living in a high-tech age that’s made life more convenient. Our phones and laptops have replaced traditional workplaces, voice assistants and chatbots help with customer inquiries, and artificial intelligence is taking over various tasks. While AI is a game-changer in fields like physics and medicine, it’s also a concern for creative professions like marketing and copywriting.Dmitrii Khasanov, a digital marketing expert, angel investor, and project mentor, will help us understand this issue better.
Dmitrii Khasanov, a digital marketing specialist based in Miami and the founder of Melandia Agency, has dedicated his professional career to exploring influencer marketing for business growth in the United States. In recent years, he has been deeply involved in researching and applying artificial intelligence and machine learning technologies to craft potent marketing strategies.
Dmitrii, how and when did you get started in marketing?
Back in the days, when I first started dipping my toes into the world of marketing, “digital” was just an intriguing adjective. Everything was different then. There was no social media buzz, no influencers to collaborate with, and most definitely no talk of AI-driven strategies. Marketing, as a whole, has always been something inspiring and motivational for me. Just imagine that you can fully control the way people think about your brand, the way they buy from you. This is the real power of marketing, and it’s what has given me the energy to learn more about it.
How has the whole marketing changed since the time you just entered the industry?
The first clickable banner from 1993 and rise of Yahoo in 1994 — it was groundbreaking! Fast forward to the 2000s, and Web 2.0 comes into play. Websites like MySpace and later Facebook completely changed the course of history for marketing altogether. It was no longer brands broadcasting their advertisement to consumers, but a real two-way conversation between them, allowing for endless opportunities to increase sales. Later came the subtle, yet powerful, cookie. It allowed us to understand our audience better than ever, enabling tailored content and ads, which in turn drove even higher engagement and conversions.
As of today, I am truly amazed by how far we’ve come. With tools like AR, targeted ads, and Artificial Intelligence, the opportunities seem limitless.
How has AI changed the field of US digital marketing recently?
Well, it has changed it pretty much. The impact of AI on US digital marketing has been nothing short of transformative. Artificial Intelligence has ushered in a new era of efficiency and personalization in marketing strategies. With the ability to analyze vast datasets in real-time, AI empowers marketers to make data-driven decisions and optimize campaigns like never before. This has led to more precise targeting, better customer segmentation, and improved ROI for businesses. AI-driven chatbots and virtual assistants have also enhanced customer service and engagement, providing users with immediate responses and personalized recommendations. On the other hand, the new technologies hit a lot of creative industries and individuals working in departments like marketing, communication and content.
How does AI replace marketing or content creation specialists?
AI doesn’t replace marketing or content creation specialists; rather, it complements and augments their roles. Let’s be honest, while AI can assist in content generation and optimization, it’s essential to recognize that the human touch, creativity, and storytelling skills of marketing and content specialists are irreplaceable. Technologies and specialists work in synergy, with AI handling data-driven tasks and automation, while specialists contribute their expertise and creativity to deliver the best results.
You mentioned people and technologies working in synergy, but specialists keep getting fired because of AI. Who is in charge of it?
Yes, I’ve heard about companies announcing plans to cut 417,000 jobs — a 315% increase from the 100,694 cuts that were announced in 2022. And the main reason is AI. If we’re talking about marketing and people being laid off because of new technologies, I do not support it. It is strategically wrong from the company’s management. In these situations, it’s crucial to understand that the responsible parties are typically the company’s management and decision-makers. The integration of AI and automation should ideally be done with a focus on upskilling and reskilling the existing workforce. Specialists should be given the opportunity to adapt to these changes, learn new skills, and work alongside AI to enhance their capabilities. It’s a responsibility that both management and employees share, as they work together to navigate the evolving landscape of technology and employment. AI is a powerful tool but we need people to manage it.
What are the main challenges marketers face when adopting AI?
I’d certainly highlight the primary challenge in working with AI: the human factor. In the early days of artificial intelligence, many of us lacked the knowledge and skills required to harness its potential. Astonishingly, even today, some of these individuals continue to hold similar roles without adapting to the technology. This observation is a recurring theme in my daily interactions with people and companies worldwide. While they may understand the concept of AI, they struggle to effectively utilize it. This, I believe, is a major issue.
Digging deeper, marketers encounter hurdles involving data quality, system integration, skill gaps, and implementation costs. Managing change within teams, mitigating algorithmic biases, and measuring ROI are additional complexities. Furthermore, ensuring adherence to regulations and ethical considerations represents critical dimensions of AI adoption in marketing.
What skills do you believe are essential for future digital marketers in an AI-centric field?
Future and current digital marketers must excel in data analysis, understand AI and machine learning basics, and align content strategies with AI recommendations. Staying updated on SEO and SEM is key, as is effectively segmenting audiences. However, the most important skill is to be creative. Technology can replace people who do monotonous tasks but they will never replace those who use creativity and imagination.
How can marketers balance automation and the human touch with AI?
As I’ve mentioned previously, synergy is key. Creative tasks should remain in the hands of imaginative individuals, while AI can handle the mechanical and analytical aspects efficiently.
Which US industries will be most impacted by AI in marketing?
Well, the country is very open to new technologies. As I see it, e-commerce, digital advertising, finance, healthcare, hospitality, entertainment, retail, telecommunications, automotive, and real estate will all see significant impacts from AI in marketing. I mean, those industries are already implementing artificial intelligence tools and practices, so they will keep opening new tech horizons.
Talking about customer experience, what is the future of AI-driven conversational marketing?
It’s all about chatbots and virtual assistants. These technologies, already a part of our daily lives, are poised for substantial growth. In 2021, the conversational AI industry was valued at $6.8 billion, and it’s projected to expand at an impressive CAGR of over 21%, potentially reaching over $18 billion by 2026. Can you imagine how big it will be?
What will happen to digital marketing in the USA as we all use AI now?
In the USA, a highly developed hub for digital innovation, we’re often pioneers in digital trends. With the widespread adoption of AI in digital marketing, I believe we’ll continue leading the way in implementing this technology effectively. We may well be among the first to strike a balance between human creativity and AI precision.
