Why human expertise trumps AI

ChatGPT and other artificial intelligence (AI) systems have recently made waves, hitting the national news headlines and causing a stir amongst the British public.

With reports stating that the UK is getting left behind by this cutting-edge technology, it’s not surprising to see how some business leaders have concerns about how AI could impact their company and how it operates.

As with anything, it’s tempting to stick your head in the sand and wait for everything to blow over, but AI is here for the long term, so we advise ambitious companies to keep up to date with this latest tech.

One way in which AI is being widely used by companies across the country, and the rest of the world, is marketing. In fact, over the last couple of months we’ve seen how different industries are becoming saturated with marketing attempts that have clearly been generated by artificial intelligence.

At Purplex, we’ve witnessed a number of new marketing trends come and go. Below are our thoughts on the tool that’s being scrutinised by so many.

Building trust with reliable and reputable marketing

First things first, marketing is all about reputation. It helps to shape how you’re perceived by your customers and places your brand directly in front of your target audience. Through carefully planned marketing activity you’ll be able to create fantastic relationships between your network and customers.

There’s nothing worse than communicating the wrong information or not achieving the right tone of voice which has become well known among your customers. While at first glance the AI generated copy may seem on the mark, closer inspection shows it doesn’t include the specific technical experience or insight that comes from working so closely with a brand.

As improper use of AI can negatively impact existing customer relations and potentially harm your reputation and brand image, understanding the value of human expertise, personalised solutions, quality control and collaboration is key to achieving the best possible results with AI.

Human expertise trumps AI

AI operates with a one-size-fits-all approach that lacks the finesse of personal touch. All good marketers know that content should be tailored to guarantee it appeals to and engages with the relevant target audience.

While AI is intelligent it can’t compete with a person who has the skills and knowledge to develop a robust marketing strategy which includes tailored tactics that successfully meet different campaign objectives.

One other thing that AI lacks is the ability to build client relations. Collaboration and communication are vital to create successful longer-term marketing strategies. Working closely with someone who can listen, engage and incorporate your feedback in real time is a great way to get fantastic results from your marketing activity and AI can’t match this level of partnership.

How accurate and dependable is AI?

At Purplex, we’ve been testing AI software in-house to see how accurate and dependable it is as a tool. Even though it can provide basic information, our experience shows it lacks the specialist knowledge that comes from working within both marketing and the fenestration industry for many years.

With this in mind, we would encourage anyone wanting to market their business to work more closely with an agency with the skills to create a comprehensive multi-pronged marketing strategy – rather than relying on just AI. Although it’s impressive to see what AI can produce, it shouldn’t be seen as a replacement because a professional marketer’s insight can’t be matched.

Since Purplex officially launched in 2004, our team of marketers have worked with hundreds of businesses working within the fenestration industry to develop and implement robust marketing strategies which improve reputation, increase brand awareness and generate a steady stream of leads. For more information, contact us at


This entry was posted in branding and design, Digital Marketing, direct marketing, Email marketing, Marketing Strategy

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