AI-First approach: opportunities and challenges of neural networks

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Artificial intelligence continues to change the face of digital marketing, and its role is becoming increasingly prominent. The application of AI encompasses various aspects of marketers’ work — from audience analysis to personalized content creation. It is no longer possible to ignore these technologies.

However, the coming years could be a turning point for the use of AI for several reasons:

Limited data for training. According to forecasts by The Wall Street Journal , the data available on the Internet may run out by 2026. To avoid this, some services are already using data generated by AI itself. However, this can lead to model failures and even system collapse .
Resource-intensive technologies. The equipment needed to support AI consumes significant amounts of energy and water. For example, a study bulgaria telegram screening by the University of California shows that ChatGPT uses about 0.5 liters of water for every 5-20 requests. Tech giants such as Google and Microsoft are already reporting significant increases in resource consumption: by 20% and 34%, respectively, in just one year (2021–2022).
Despite these challenges, technologies like ChatGPT and Claude will remain important tools for marketers. They help create personalized experiences, conduct A/B testing, and develop content strategies. However, it is important to approach the use of AI thoughtfully.

The importance of a human touch. Overreliance on automated technology can erode consumer trust. Studies show that 43% of people don’t trust AI-generated ads. In addition, Google has been emphasizing the value of content created by people for people in its updates.
Therefore, the future of marketing lies in the harmonious combination of technology and real emotions. Human authenticity and sincerity remain the most powerful tools for building brand trust.