Artificial intelligence vs. human intelligence
Artificial intelligence (AI) is a system that uses machine learning and algorithms to perform tasks typically requiring humans. On the other hand, human intelligence is our ability to understand concepts, solve problems, learn from experiences, and exercise creativity.
Artificial intelligence (AI) has been growing and finding new applications in marketing. In fact, 50% of the marketers we surveyed already use AI for their marketing strategies, while another 29% plan to use AI in the future.
You may wonder: Is AI now overtaking human intelligence in marketing? The short answer is no, but that’s not to say that AI isn’t changing how marketers work.
This blog post will go over these topics so marketers can leverage both AI and human intelligence:
- What is AI?
- What is human intelligence?
- What are the differences between AI and human intelligence?
- Advantages and disadvantages of AI
- Advantages and disadvantages of human intelligence
- What’s next for AI and human intelligence?
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What is AI?
AI is a system that uses machine learning and algorithms to perform cognitive tasks typically requiring humans.
Marketers can use AI in the following:
What is human intelligence?
Human intelligence is our ability to:
- Understand concepts
- Solve problems
- Learn from experiences
- Exercise creativity
Self-awareness, motivation, and emotions affect how we accomplish cognitive tasks. Unlike AI, human intelligence doesn’t need large amounts of data to learn from. That’s how we learn to avoid touching a hot pan after getting burned once!
What are the differences between AI and human intelligence?
Although AI simulates human intelligence, they still have their differences. The table below summarizes them:
Let’s go through each one:
Nature: AI vs. human intelligence
AI’s nature is to imitate human behavior and perform actions that a human would do. AI would act on a situation based on the data at its disposal.
Meanwhile, human intelligence’s nature is to adapt to different situations. We use our various cognitive abilities when we approach different situations and environments — we anticipate and imagine consequences in the future. It’s our nature to think, evaluate a situation, and weigh the consequences of our decisions before we reason and act.
For example, developers might train AI to process large amounts of customer data to segment them. Human intelligence can review the different customer segments created by an AI and create buyer personas based on AI-generated data and their past experiences with actual customers.
Function: AI vs. human intelligence
AI-powered systems rely on massive amounts of data and specific instructions to function. On the other hand, human intelligence relies on the brain’s ability to think, reason, and memory.
In marketing, AI becomes handy when analyzing vast amounts of prospect and customer data. For example, if you own multiple bakery shops in different states, AI can quickly tell you which location has the most customers. AI can also identify the best-selling pastry in each area in a few seconds.
Humans can perform the same function but at a slower pace. However, our capability to think and feel, and our memories can provide some answers when asked, “Why do our customers buy our best-selling chocolate chip muffins?”
Perhaps a few customers have given your staff feedback on what they love about your muffins. Or your staff has been living in the vicinity long enough and has tried all the other chocolate chip muffins — and yours stood out among them.
Learning: AI vs. human intelligence
AI learns from data, continuous training, and feedback loops. However, it cannot develop a thinking process like humans.
Meanwhile, humans learn from various events and experiences. We also have intuition and creativity, which help us problem-solve in different scenarios.
Advantages and disadvantages of AI and human intelligence
Now that we’ve discussed the differences between AI and human intelligence, let’s go through the advantages and disadvantages of each:
Advantages of AI over human intelligence
- AI can process large data sets faster than humans: If you have thousands of prospects and customers, AI can help you segment them and send personalized emails to each segment.
- AI’s performance doesn’t require frequent breaks or sleep: Unlike humans, who need seven to eight hours of sleep and breaks to function at their best, AI can perform tasks repeatedly without rest.
Disadvantages of AI
- AI lacks common sense, creativity, and intuition: Without intuition, common sense, and creativity, AI can only perform the tasks it was trained to do. So, if AI only knows how to segment your customers, you can’t expect it to write personalized emails, even though it may seem to “know” your customers already.
- AI is prone to biases and errors when trained with biased or incorrect information: An AI is only as good as its training. If trained with incorrect information, AI may be prone to produce false information, too. ChatGPT, for one, is trained with information from 2021 and older.
Advantages of human intelligence over AI
- Human intelligence has creativity, intuition, and common sense: Human intelligence may not be as lightning-fast as an AI when analyzing thousands of customer data points, but we have intuition, creativity, and common sense. These traits help us effectively solve problems in different contexts.
- Human intelligence can adapt to new situations: Unlike AI, which can only perform tasks it’s trained to do, humans are more adaptable to new and related tasks. That’s how marketers can adapt to new industries when they change jobs!
- Humans have ethical and moral considerations when making decisions: Humans have moral codes and consciences that guide us when making decisions.
Disadvantages of human intelligence
- Humans need rest and sleep to be productive: Unlike machines, which only require updates and periodic maintenance every now and then, humans need rest and sleep to function at their best.
- Humans process large amounts of data much slower than AI. While humans can also process large amounts of data with the help of spreadsheets and other software, we cannot perform it as fast as AI can.
What’s next for AI and human intelligence in marketing?
AI provides several benefits for businesses in any industry. In fact, the marketers we surveyed use AI for various tasks — from analytics and social media to advertising and predicting customer behavior.
That’s not to say companies don’t need to hire human marketers anymore. AI isn’t inherently creative — it simply does as it’s told and trained.
To effectively write copies that encourage humans to engage with your business, you need a human touch. An AI may identify the top benefits your customers look for in your product by processing their information. However, only a human can craft a message that resonates with fellow humans and convinces them to convert.
That’s why it’s essential to leverage the power of both AI and human intelligence. Data can inform your marketing strategies, while humans can think beyond the numbers and information.
What will be the consequences of your decisions? What emotions must you evoke from your target audience to get their attention? The answer to these questions is human creativity and imagination.
Meet WebFX:
Your world-class, tech-enabled marketing agency with over 1.6 million hours of combined expertise.
Leverage the power of AI and human intelligence with WebFX
There’s no doubt that every industry will benefit from the use of AI — marketing is no exception. Today, it’s no longer an artificial intelligence vs. human intelligence battle. Today’s more critical question is: How can you use both to grow your business?
If you’re just getting started with AI to improve your marketing strategies and grow your business, consider teaming up with WebFX.
A full-service digital marketing agency with 25+ years of experience, WebFX is no stranger to AI. Our proprietary marketing platform, MarketingCloudFX, is an IBM Watson AI-powered software that has increased our customer’s return on investment by 20%.
Aside from our AI-powered growth platform, our in-house team of 500+ digital marketing experts is pumped to help clients like you by learning more about your business and industry so they can drive leads and grow your revenue.
Contact us online or call us at 888-601-5359 to speak with a strategist about our digital marketing services and AI services.
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Maria is an experienced marketing professional in both B2C and B2B spaces. She’s earned certifications in inbound marketing, content marketing, Google Analytics, and PR. Her favorite topics include digital marketing, social media, and AI. When she’s not immersed in digital marketing and writing, she’s running, swimming, biking, or playing with her dogs. -
WebFX is a full-service marketing agency with 1,100+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more
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Table of Contents
- What is AI?
- What is Human Intelligence?
- What Are the Differences Between AI and Human Intelligence?
- Nature
- Function
- Learning
- Advantages of AI over Human Intelligence
- Disadvantages of AI
- Advantages of Human Intelligence over AI
- Disadvantages of Human Intelligence
- What’s Next for AI and Human Intelligence in Marketing?
- Leverage the Power of AI and Human Intelligence with WebFX
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