Mellissah Smith, Managing Director of Marketing Eye, has emphasised the importance of clients keeping their marketing agencies accountable for their use of AI in marketing. She suggests that clients should be asking their agencies where the cost-savings are if they are using AI, and if they are not using it, they should question why.

AI has become increasingly prevalent in the marketing industry, with businesses of all sizes looking to leverage the technology to improve their marketing strategies. AI-powered marketing tools such as ChatGPT have demonstrated the potential to automate tasks such as content creation, social media management, and campaign analysis, saving businesses time and resources while producing better results.

However, Mellissah Smith warns that not all marketing agencies may be transparent about their use of AI. She notes that some agencies may be using the technology to cut corners and reduce costs, without passing on the benefits to their clients. In some cases, agencies may not be using AI at all, despite its proven benefits in improving marketing performance.

Clients have a responsibility to hold their marketing agencies accountable for their use of AI, Mellissah Smith suggests. They should ask their agencies where the cost-savings are if they are using AI, and how the technology is being used to improve campaign performance. If an agency is not using AI, clients should question why, and whether they are missing out on opportunities to improve their marketing strategies.

Mellissah Smith also notes that clients should be wary of marketing agencies that overpromise on the benefits of AI without fully understanding the technology. She suggests that clients should work with agencies that have a deep understanding of AI and its applications in marketing, and that can provide transparent and honest advice on how to leverage the technology to achieve their goals.

The use of AI in marketing has become increasingly prevalent, and clients have a responsibility to hold their marketing agencies accountable for their use of the technology. Mellissah Smith emphasises the importance of transparency and honesty in the use of AI and suggests that clients should work with agencies that have a deep understanding of the technology and can provide honest advice on how to leverage it to achieve their marketing goals.

By doing so, clients can ensure that they are receiving the full benefits of AI in their marketing strategies, and that they are working with agencies that are committed to delivering results.