No Danger of AI Replacing the Human Touch in Email February 20, 2019, | Posted by Samantha

One of the biggest innovations in email marketing has been the advent of machine learning and AI systems, which allow marketers and brands alike to relegate large chunks of the legwork of marketing efforts to a computerized system. We’ve talked about AI before on this blog, and the fact that there is certainly no way that it will go away; in spite of the hesitance to take it on from the part of many marketers, there is no way to unring the bell. However, it’s still worth noting that as the state of affairs stands right now, AI will never completely replace the human touch--and for very strong reasons that are unlikely to change. Site Impact is always looking for the nuances of coming and developîng technology, and AI is an area in which the technology will eventually become necessary parts of the day-to-day work; but there will always be a place for humans and the human touch in email.

Automation already incorporates AI--and still needs people

One of the most obvious--and yet overlooked--ways that AI has become incorporated into email marketing is with automation tools. Every time you set up an automated campaign of any kind, you’re drawing upon tools that have some element of artificial intelligence to them. Of course, this doesn’t mean that the tools can do everything themselves, or take over the whole campaign, but automation relies on the program knowing and “understanding” instructions like exceptions and if/then statements implied by the user. For that, the program has to have the ability baked in. And of course, anyone who has worked with automation tools for email marketing can tell you that you still absolutely need human eyes and human judgment when it comes to setting up parameters and tweaking the rules.

AI systems are becoming more sophisticated--but there is an element missing

AI systems in their third, fourth, and so on generations are becoming more and more highly sophisticated in their ability to make decisions based on data and reactions from recipients; but even as the tools become more developed there is still an element that is lacking. The most sophisticated AI systems that exist still don’t have a human level of judgment or the ability to discern shifting norms and priorities. AI systems as they exist now can’t accommodate subtler changes to consumer behavior the way that a human brain and human discernment can; they’re left to trial and error. While there are some who of course have said and continue to say that eventually it will be possible for the entire operation--from creative to deployment--to come under the heading of AI tools and programs, that is a long way down the line.

AI tools and machine learning represent a major jump when it comes to the efficiency of email marketing efforts. But just because these tools are becoming more commonplace and also more sophisticated doesn’t mean that they are at all poised to take the reins entirely. Human thought processes are still needed to make decisions and set parameters for even the most fully automated email marketing systems, as well as to make adjustments based on consumer behaviors. At Site Impact, we are always working to make the most of existing technology and tools to bring our clients the best skills as well as the best products. Contact us today to learn how we bring human discernment to machine convenience.