Cut the Cr*p: What Does AI Actually Mean for Your Business?

25th October 2024

Welcome to “Cut the Cr*p”, my series designed to provide an explanation to some of the jargon, phrases, and concepts within the marketing and creative industries that can cause confusion or frustration, especially for those without a marketing background.

Welcome to “Cut the Cr*p”, my series designed to provide an explanation to some of the jargon, phrases, and concepts within the marketing and creative industries that can cause confusion or frustration, especially for those without a marketing background.

This month I’m talking about Artificial Intelligence (AI). AI has quickly become a buzzword thrown around like confetti, but what does it actually mean for businesses and jobs? The mention of AI can often be met with feelings of anxiety, so let’s try and break it down a little and (hopefully) put some fears to rest!

What AI really is in practice

At its core, AI is all about machines learning and making decisions – really quickly. Think less “evil robot overlord” and more “super-efficient assistant”. AI can be used to:

  • Analyse data faster than any human ever could, with fewer coffee breaks.
  • Automate repetitive tasks so you can focus on the stuff that actually requires your brainpower.
  • Help you make better (and faster) decisions by spotting patterns and trends a human eye might initially miss.

In practice, this means AI tools can support various aspects of your business, such as helping to optimise your supply chain, personalise your marketing efforts, or analyse your sales data to inform decision making.

What it means for job roles

Much of the anxiety around AI seems to come from a fear that it will replace job roles. But here’s the thing, AI is here to enhance jobs, not replace them. There is a famous quote you probably have heard a version of since Richard Baldwin said it at the 2023 World Economic Forum’s Growth Summit; “AI won’t take your job, it’s somebody using AI that will take your job.”

And that’s where AI really shines – in the hands of someone who knows how to use it. Think of AI as your trusty sidekick, doing the heavy lifting while you focus on strategy, creativity, and innovation within your role.

For example:

  • Marketers could use AI to automate email campaigns, analyse customer behaviour, and optimise ads in real time.
  • Sales teams can use AI-driven insights to target the right prospects and close deals faster.
  • HR professionals can streamline recruitment by using AI to sift through applications to ensure all required qualifications are present, before handing over to the recruiting manager.

Why businesses should be using AI

If you’re not already exploring AI, you’re behind. AI isn’t just for tech giants, it’s available to business of all sizes. The benefits are too big to ignore…

  • Efficiency – AI can save time (and money) by automating routine tasks.
  • Accuracy – AI tools analyse huge data sets without missing a beat, leading to smarter, quicker, and more informed decisions.
  • Personalisation – AI can help deliver personalised customer experiences that can improve engagement and boost sales.

Businesses that adopt AI can streamline processes, increase productivity, and gain a competitive edge. What’s more, it’s becoming increasingly easier to use without the need for a PhD in computer science.

Everyone loves statistics!

Research by Slack earlier this year provided some interesting insight into the accelerating use of AI and perceptions around its use and implementation.

A majority (81%) of executives feel some urgency to incorporate generative AI into their organizations, with 50% of leaders reporting a high degree of urgency. And yet, in our survey of more than 10,000 global desk workers, close to half of all respondents (43%) say they’ve received no guidance from their leaders or organization on how to use AI tools at work.

It is very interesting to see the urgency around implementing AI, and perhaps the lack of guidance from leaders is down to a lack of understanding of the technology and how to use it.

The research also highlights that the "vast majority" (80%) of those using AI and automation and already experiencing "productivity gains". However, the aforementioned lack of instruction from leaders may be preventing employees from experimenting with AI.

Leaders should be looking to empower their employees to experiment with tools like AI that will improve their efficiency and productivity - something Hydra Creative can do with our AI Workshops offering.

You can read the results of Slack's research here.

Let’s chat!

Ultimately, AI isn’t here to steal your job or take over the world as Skynet. It’s a tool that can help you and your business work smarter, not harder. But like any tool, you need to know how to use it. Don’t fear it, embrace it!

I hope you have found this useful, but I’d love to hear about your experiences with AI. Do you use it as part of your day-to-day, either at work or at home? If not, why not?

Reach out and send me a message if you would like to chat about anything I’ve mentioned in more detail. You can message me on LinkedIn or email me at richard@hydracreative.com.

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