This interview is part of a 2024 study on how professionals use AI at work. Names are changed; the transcript was edited for clarity with the help of AI. The study is now closed. About the study →
Interviewer: Today, we’re speaking with Simone, an Italian digital marketing expert specializing in Facebook Ads, Google Ads, and digital advertising. We’re curious to learn how automation and artificial intelligence are influencing your work. Can you share your experience?
Simone’s Experience with Digital Advertising and Automation
Simone: Of course! I work in digital marketing, frequently managing ad campaigns on Facebook Ads and Google Ads while working with various types of online advertising. I also use automation tools to simplify my tasks, such as automating lead collection processes or optimizing client communications. For instance, I use Tally to create questionnaires that, once filled out, automatically send responses to clients via email and organize data in a Google Doc. It’s a simple but time-saving feature for repetitive tasks.
AI and Automation Tools in Daily Work
Interviewer: You mentioned Tally for automation. Are there other AI tools you use regularly?
Simone: Yes, I also use ChatGPT to create textual content. For example, when I need to draft a social media post for a client or outline a landing page, ChatGPT is extremely helpful. I ask it to create a tailored draft, which I then adapt for the client. Canva, which I use for graphic design, also integrates AI features for generating images, and I’m exploring the possibilities of AI in visual design more and more.
Another tool I use is Filmora, which offers various AI options for video editing. It includes features like voice recognition for automatic subtitle creation or converting text to audio and vice versa. There’s even an option to automatically crop subjects, making video content creation easier. These tools are invaluable when producing advertising videos for social platforms like Facebook and Instagram.
Challenges in Customer Care and Advanced AI Needs
Interviewer: Speaking of customer care, are there processes you’d like to improve with AI?
Simone: Absolutely. One major pain point is handling technical issues with customer care, especially with complex platforms like Google Ads. Often, when problems arise with ads or the platform itself, the support responses are vague or too generic. I frequently have to troubleshoot on my own, even though I’m not a programmer. An AI tool capable of analyzing a website, Google Ads account data, and identifying potential errors or solutions with a few clicks would be incredibly helpful.
Automating Competitor Analysis and Strategy Optimization
Interviewer: Are there other tasks you think could benefit from AI?
Simone: Yes, competitor analysis is an area where AI could be a game changer. I’d love a dashboard to monitor key competitors of my clients. This tool could integrate quantitative data, like website traffic and click numbers, alongside qualitative insights like customer feedback and reviews. For example, an AI that automatically analyzes product reviews and identifies recurring strengths and weaknesses would be excellent for tailoring marketing campaigns and meeting audience needs more effectively.
Optimizing Feedback and Reviews with AI
Interviewer: So, automating customer feedback and review analysis is another potential area?
Simone: Exactly. An AI that extracts and analyzes comments and feedback from platforms like social media or review sites would be incredibly useful1. If a client has hundreds of reviews, a feature that organizes feedback based on frequent pain points or areas of importance would be great. This kind of analysis provides a clear overview of areas to improve or aspects that customers appreciate and could also optimize advertising strategies.
AI as a Coach for Wellbeing and Health
Interviewer: You’ve mentioned AI’s potential for data collection several times. Do you see other applications beyond marketing?
Simone: Definitely. One of the most interesting applications would be in personal wellbeing and health. Imagine an AI coach that monitors physical and mental data and provides personalized advice. It would be like having a health coach regularly checking in, recording your symptoms, or tracking your energy levels. For example, if I occasionally report shoulder pain, the AI could alert me and suggest seeing a doctor if the symptom persists or worsens.
Such AI could also support daily tasks, like reminding you of medical appointments or tracking parameters like blood pressure. In fitness and nutrition, it could recommend exercises or meal plans tailored to personal goals. This kind of AI coach could become an accessible resource for everyone, without the high costs of a human coach.
Balancing AI and Human Interaction
Interviewer: That’s fascinating! Why would you choose AI over a human coach?
Simone: It comes down to cost and accessibility. A human coach is expensive, and not everyone can afford one. Additionally, AI could cover multiple areas, like physical health, mental wellbeing, and even nutrition. It shouldn’t replace human interaction entirely but could serve as daily support and consultation. AI could also gather data to share with a human coach for periodic check-ins. It’s like having an active assistant that collects information and suggests when to seek help.
AI in Customer Care for E-commerce: Reducing Frustration
Interviewer: Do you have other examples of how AI could improve processes for customers?
Simone: Yes, AI could resolve many customer care frustrations in e-commerce. For instance, chatbots often fall short—they can frustrate users with specific issues that don’t get addressed properly. I imagine an AI integrated into product pages that answers frequently asked questions and provides specific information, perhaps about technical product details. This would reduce customer care requests and offer immediate, targeted support, enhancing the shopping experience.
AI Features That Are Still Out of Reach
Interviewer: One last question: What’s an AI feature you wish you had but can’t access yet?
Simone: An advanced AI system for data analysis and organization would be amazing. Tools like Talkwalker, which monitors social media sentiment and tracks brand-related conversations, or SimilarWeb for market analysis, are incredibly powerful. However, they’re expensive, so I’m still looking for more affordable or free alternatives.
Lessons Learned and Future Perspectives
- AI as a Marketing Ally: Artificial intelligence can automate repetitive tasks and speed up data analysis, making it an invaluable tool for digital marketing professionals.
- Current AI Limitations: In customer care, the human element remains essential for addressing specific client needs effectively.
- AI as a Support, Not a Replacement: AI shouldn’t fully replace human input but can significantly enhance productivity and support daily tasks while improving personal wellbeing management.
What’s Next?
Now that you’ve read this interview, here’s what you can do:
- Share your thoughts by leaving a comment below! I’d love to hear your perspective.
- Reach out for a consultation on how to use AI tools in your work or business. I’d be happy to share best practices and insights!
- This is now an everyday task: paste a few hundred reviews into ChatGPT or Claude and ask for the recurring pain points. ↩︎