Think Twice Before Using AI to Run Facebook or Other Social Media Ads

Meta recently announced AI-powered ad options that included a host of new options. From options like branding in AI-generated video clips and responding to customer questions, you might ask yourself, “What more do I need to run my ad campaigns?”

It may sound tempting to check one more thing off your list and hand over your Facebook ad campaigns to AI, but blind trust in AI can lead to wasted ad spend, missed opportunities, and a lack of strategy. So, let’s go over a few risks of letting Meta AI, or any AI, fully run your ad campaigns and what you can do instead.

The Appeal of Meta AI (Or Any AI)

Meta states that: “Now, for the first time, advertisers and agencies can unlock the power of cohesive branding and personalized creatives with new text and image generation brand capabilities. These updates allow you to effortlessly incorporate your brand logos, colors, fonts, tones, visual styles, and advanced personalization features, including text personas and translations, into a unified creative voice.”

This all sounds like it can simplify your workload and marketing efforts, right?

Where AI Falls Short

Wrong, these are a few places that AI falls short with your marketing campaigns.

YOUR Brand Voice

While AI is useful for a lot of things, it still lacks the ability to fully speak in your brand voice.

Lack of Business Context

AI may not fully understand your customer pain points. If your AI isn’t trained on a specific question or issue, your customer could leave a chat or comment section even more frustrated than before.

Creative Fatigue & Generic Ads

AI may rotate ads or refresh your look, but it won’t craft compelling stories or value-driven content. Overly obvious AI ads are turning customers off more and more, and this is a fast-track way to kill your brand’s authenticity and lose customer trust.

Data Privacy & Lack of Insight

By solely relying on AI to run your ads, you will lose control and insight into your own marketing data. AI might optimize for clicks and impressions, but you need human insight into your conversions. Your visibility numbers may look good on paper, but are your leads high-quality and converting into repeat customers?

How Do I Use AI Strategically and Responsibly?

AI should only be a tool in your toolbox, not your marketing manager. AI can be great for idea generation or helping you get over a creative slump, but it can’t replace the human aspect of your business or your brand.

Keep your marketing humans in the loop for:

• Digital Marketing Strategy
• Ad creative and brand voice
• Customer Relations and messaging
• Tracking and conversion analysis

When used responsibly, AI can be used to blend automation with strategic oversight for the most efficient results.

AI Can’t Replace the Human Aspect

Meta AI might help with running your ads, but it shouldn’t replace human decision-making in your digital marketing strategy or execution. Without a human-planned strategy, AI-driven ads risk wasting money, missing the mark with your customers, and missing growth opportunities for your business. Need a digital marketing partner for your human digital marketer? Schedule an exploratory call today.