{"id":83347,"date":"2025-03-07T11:45:49","date_gmt":"2025-03-07T11:45:49","guid":{"rendered":"https:\/\/www.freshpies.co.uk\/?p=83347"},"modified":"2025-03-07T12:10:45","modified_gmt":"2025-03-07T12:10:45","slug":"hvorfor-ai-ikke-erstatter-markedsforere","status":"publish","type":"post","link":"https:\/\/www.freshpies.co.uk\/nb\/why-ai-isnt-replacing-marketers\/","title":{"rendered":"Hvorfor AI ikke erstatter markedsf\u00f8rere."},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Med fremveksten av kunstig intelligens er det stadig flere som sp\u00f8r seg \"hva er fordelene med et markedsf\u00f8ringsbyr\u00e5 n\u00e5r jeg bare kan bruke kunstig intelligens\"? AI brukes i stadig st\u00f8rre grad i markedsf\u00f8ring, og det er ingen tvil om at det er nyttig. Men kan den erstatte mennesker helt og holdent?<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Ulempene.<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">AI har noen store ulemper, hvorav de fleste dreier seg om mangelen p\u00e5 menneskelig personalisering. AI-generert innhold kan v\u00e6re teknisk n\u00f8yaktig og logisk, men det mangler den menneskelige tilknytningen og det f\u00f8lelsesmessige overtaket som de fleste forbrukere ser etter og, viktigst av alt, relaterer seg til.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ta Coke-reklamen fra 2024 som et eksempel. Det var en fullstendig AI-generert reklame som fikk mange til \u00e5 f\u00f8le seg frakoblet eller beskrive den som en \"uncanny valley\".  I det hele tatt var det en generelt sur holdning<a href=\"https:\/\/www.youtube.com\/watch?v=4RSTupbfGog\"> mot annonsen.<\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-left counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Innhold<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Veksle mellom innholdsfortegnelsen\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.freshpies.co.uk\/nb\/why-ai-isnt-replacing-marketers\/#The_practical_applications_of_AI\" >De praktiske anvendelsene av kunstig intelligens.\u00a0<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.freshpies.co.uk\/nb\/why-ai-isnt-replacing-marketers\/#AI_and_data_analysis\" >AI og dataanalyse.<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.freshpies.co.uk\/nb\/why-ai-isnt-replacing-marketers\/#Five_types_of_AI_bias\" >Fem typer AI-skjevhet<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.freshpies.co.uk\/nb\/why-ai-isnt-replacing-marketers\/#So_what_does_this_all_mean_if_youre_considering_going_100_AI_marketing\" >S\u00e5 hva betyr alt dette hvis du vurderer \u00e5 g\u00e5 100% AI-markedsf\u00f8ring?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_practical_applications_of_AI\"><\/span><span style=\"font-weight: 400;\">De praktiske anvendelsene av kunstig intelligens.\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">AI og tekstforfattere.<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">AI er fantastisk til \u00e5 utvikle reklametekster, men det er begrenset hvor langt den kan n\u00e5, og den kommer ikke til \u00e5 erstatte tekstforfattere med det f\u00f8rste. N\u00e5 er AI i stand til \u00e5 lage gode tekster, men det er fortsatt behov for mennesker for \u00e5 optimalisere disse AI-skapte tekstene. Vi markedsf\u00f8rer tross alt til mennesker, ikke maskiner.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Med AI er det ogs\u00e5 en risiko for at etter hvert som flere og flere markedsf\u00f8ringsteam innlemmer AI i arbeidet sitt, vil flere og flere annonser begynne \u00e5 h\u00f8res like ut. De smelter sammen til \u00e9n. Tekster som er skrevet med kunstig intelligens, er ofte sv\u00e6rt merkbare hvis de ikke er justert eller utviklet av et menneske. Et av mange tegn p\u00e5 dette er forekomsten av en Em-Dash (noe som er d\u00e5rlige nyheter for de menneskelige tekstforfatterne som har brukt og elsket dem i \u00e5revis).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Det er ogs\u00e5 et argument at AI henter informasjon fra andre nettsteder. Uten menneskelig input mister AI all originalitet og autentisitet (spesielt n\u00e5r vi begynner \u00e5 se innhold skapt i stor skala av AI). S\u00e5 selv om kunstig intelligens kan hjelpe tekstforfattere, kan den ikke erstatte dem helt. Det vil alltid v\u00e6re behov for menneskelige f\u00f8lelser s\u00e5 lenge vi markedsf\u00f8rer til mennesker. <\/span><span style=\"font-weight: 400;\">En <\/span><a href=\"https:\/\/www.gsb.stanford.edu\/insights\/feelings-first-how-emotion-shapes-communication-decisions-experiences\"><span style=\"font-weight: 400;\">Stanford-foreleser har en teori om at opptil 95%<\/span><\/a><span style=\"font-weight: 400;\"> av beslutningstakingen er basert p\u00e5 f\u00f8lelser.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"AI_and_data_analysis\"><\/span>AI og dataanalyse.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">AI er riktignok sterkere p\u00e5 dataanalysefronten, men den kan slite med \u00e5 forst\u00e5 den fulle kompleksiteten i hva som ligger bak menneskers handlinger.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ja, AI er fantastisk for personalisering og m\u00e5lgruppem\u00e5lretting. Den kan hjelpe deg med \u00e5 skreddersy e-poster og til og med potensielle salgsprognoser, slik at markedsf\u00f8rere f\u00e5r enklere tilgang til dataene sine enn noen gang f\u00f8r.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Det kreves imidlertid et menneske for \u00e5 forst\u00e5 hvilke eksterne hendelser (som valentinsdager, bursdager eller andre begivenheter) som kan v\u00e6re drivkraften bak kj\u00f8pene av produktene dine, og for \u00e5 f\u00e5 kontakt med forbrukerne p\u00e5 et emosjonelt niv\u00e5.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Det er ogs\u00e5 viktig \u00e5 huske at kunstig intelligens fortsatt kan gj\u00f8re feil, fordi den har sin egen innebygde skjevhet i forhold til ulike temaer. Etter hvert som AI l\u00e6rer av \u00e5pne kilder og menneskelig kunnskap, kan den lett plukke opp ulike typer skjevheter fra disse datakildene og utvikle algoritmiske skjevheter. <\/span><span style=\"font-weight: 400;\">Mange typer skjevheter kan p\u00e5virke AIs beslutningstaking, men<\/span><a href=\"https:\/\/www.chapman.edu\/ai\/bias-in-ai.aspx\"><span style=\"font-weight: 400;\"> Chapman University<\/span><\/a><span style=\"font-weight: 400;\"> foresl\u00e5r fem hovedtyper.<\/span><\/p>\n<h2><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Five_types_of_AI_bias\"><\/span>Fem typer AI-skjevhet<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><\/h3>\n<h4><\/h4>\n<h4><span style=\"font-weight: 400;\">Seleksjonsskjevhet\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\"> Dette skjer n\u00e5r treningsdataene ikke representerer den virkelige populasjonen p\u00e5 en n\u00f8yaktig m\u00e5te, og man derfor gj\u00f8r en feilaktig antakelse. Hvis en ansiktsgjenkjenningsmodell prim\u00e6rt er trent opp p\u00e5 \u00e9n hudfarge, kan den slite med \u00e5 gjenkjenne personer med andre hudfarger, noe som kan f\u00f8re til diskriminering.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Bekreftelsesskjevhet\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Dette skjer n\u00e5r den kunstige intelligensen i for stor grad baserer seg p\u00e5 tidligere informasjon den har l\u00e6rt. Det betyr at den bekrefter tidligere historiske fordommer, eller fordommer som den har l\u00e6rt f\u00f8r. For eksempel stereotypien om at kvinner er mindre kvalifiserte til \u00e5 jobbe i teknologibransjen. <\/span><a href=\"https:\/\/www.bbc.co.uk\/news\/technology-45809919\"><span style=\"font-weight: 400;\">Dette, sammen med stereotypier, var en viktig faktor i Amazon-skandalen.<\/span><\/a><\/p>\n<h4><span style=\"font-weight: 400;\">M\u00e5lefeil\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\"> I likhet med utvalgsskjevhet oppst\u00e5r m\u00e5lefeil n\u00e5r datainnsamlingen ikke er fullf\u00f8rt, eller det er en feil under innsamlingen. Hvis et universitet for eksempel sender ut en sp\u00f8rreunders\u00f8kelse om kurstilfredshet, men bare kontakter dem som har v\u00e6rt innskrevet i hele tre \u00e5r, og ikke de som har sluttet eller byttet kurs, f\u00e5r de ikke hele bildet.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Stereotype fordommer\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\"> Ogs\u00e5 kalt fordomsfull bias. Dette er en skjevhet som er trent inn i maskinen, og som gjenspeiler fordommer, stereotypier og antakelser i samfunnet.  Mange virtuelle assistenter, som Siri eller Alexa, er designet med kvinnestemmer og programmert til \u00e5 v\u00e6re h\u00f8flige og im\u00f8tekommende. Dette forsterker stereotypien om at kvinner skal v\u00e6re hjelpsomme og underdanige, noe som utilsiktet kan bidra til \u00e5 opprettholde kj\u00f8nnsfordommer i samfunnet.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Homogenitetsskjevhet utenfor gruppen <\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Det er her AI generaliserer datagrupper som den har mindre data om. Den grupperer sammen mindre grupper selv om de kan ha sv\u00e6rt f\u00e5 likhetstrekk. Systemer for ansiktsgjenkjenning har for eksempel problemer med \u00e5 skille mellom personer fra rasemessige eller etniske minoritetsgrupper. Dette skyldes mangel p\u00e5 mangfold i treningsdataene.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Historisk sett er det ogs\u00e5 st\u00f8rre sannsynlighet for at disse skjevhetene rammer minoritetsgrupper, s\u00e5 det er viktig \u00e5 v\u00e6re klar over dem. Ta alt med en klype salt, og v\u00e6r ogs\u00e5 oppmerksom p\u00e5 kontekstuelle feil. De fleste AI-programmer inneholder ikke dyp kontekstuell forst\u00e5else. Kontekstuelle feil kan ogs\u00e5 oppst\u00e5 p\u00e5 grunn av AIs mangel p\u00e5 ekstern kunnskap. Dette skyldes at hvis AI ikke blir fortalt om noe, kan den ikke ta hensyn til det. For det meste er det bare \u00e5 huske p\u00e5 at du ofte f\u00e5r ut det du putter inn. S\u00e5 s\u00f8rg for at du stiller den gode sp\u00f8rsm\u00e5l.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><\/h3>\n<h2><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"So_what_does_this_all_mean_if_youre_considering_going_100_AI_marketing\"><\/span><span style=\"font-weight: 400;\">S\u00e5 hva betyr alt dette hvis du vurderer \u00e5 g\u00e5 100% AI-markedsf\u00f8ring?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Alt i alt er AI et flott verkt\u00f8y, men bare n\u00e5r det brukes sammen med menneskelig innsats. <\/span><span style=\"font-weight: 400;\">Bruk av kunstig intelligens som st\u00f8tte i markedsf\u00f8ringsarbeidet kan \u00f8ke produktiviteten, men ikke n\u00f8dvendigvis kvaliteten.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Og et godt r\u00e5d: Ikke ta feil - ikke stol p\u00e5 at kunstig intelligens skal gj\u00f8re det harde arbeidet for deg, for det er ikke en erstatning.  AI kan effektivisere noe av arbeidet, men data (og innhold) m\u00e5 fortsatt analyseres og kontrolleres av mennesker for \u00e5 sikre at det er autentisk og f\u00f8lelsesladet nok til \u00e5 gj\u00f8re det til noe verdifullt. S\u00e5 ikke bekymre deg, AI kommer ikke til \u00e5 erstatte markedsf\u00f8rere med det f\u00f8rste.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>For \u00e5 lese flere artikler som denne, g\u00e5 over til v\u00e5r <a href=\"https:\/\/www.freshpies.co.uk\/nb\/blogg\/\">blogger<\/a> side.<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Med fremveksten av kunstig intelligens er det stadig flere som sp\u00f8r seg \"hva er fordelene med et markedsf\u00f8ringsbyr\u00e5 n\u00e5r jeg bare kan bruke kunstig intelligens\"? AI brukes i stadig st\u00f8rre grad i markedsf\u00f8ring, og det er ingen tvil om at det er nyttig. Men kan den erstatte mennesker helt og holdent?<\/p>","protected":false},"author":9,"featured_media":83349,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1174],"tags":[],"class_list":["post-83347","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why AI isn&#039;t replacing marketers. - Fresh Pies<\/title>\n<meta name=\"description\" content=\"AI is being used increasingly in marketing and there is no denying that it is useful. 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