Artificial intelligence is far more powerful than the human brain in every single direction. If we as people, as institutions, as businesses and as consumers allow AI-technology to grow to a large extent, it can displace humans. Artificial intelligence is already part of marketing products – in content initialization, surveys, to writing ads in different languages. But at this stage, still only in this base level. Temelko Dechev, managing partner in one of the largest Bulgarian agencies for web solutions and digital marketing, which also works with large foreign clients, commented on this for Radio Varna. He participated in the 7th edition of Innowave Summit 2023.
What imprint does AI (Artificial Intelligence) already have on digital marketing?
A pretty serious print. In our agency, we use products that are developed with artificial intelligence, but these are the initial blanks, after that there is always a person who does processing, correction, editing of this content. But it is used a lot.
In terms of creativity – will artificial intelligence replace the future of creative teams that create marketing ideas and concepts?
Yes, if we as people, as institutions, as businesses and as consumers allow AI-technology to grow to a large extent, it can replace humans. Artificial intelligence is far more powerful than the human brain in every single direction. Digital marketing specialist Temelko Dechev also commented on this. I can’t say how the quality will be as a result, in terms of how a person will view the output and whether they will know that the content is generated by AI and whether they will accept it as they would if they knew it was made by another human. But, in terms of quality, volume, content and speed – man has no room to fight this thing.
Has overconsumption, as a function of marketing, crossed some ethical lines so how do we treat the environment, nature and the lost balance we observe and increasingly have reason to comment on?
I’m sorry to use this word, but I hope you put it in the interview, but there are social networks that become digital heroin for the audience.
A very strong definition.
Yes, and I stand by my word, I would also mention the network – it’s TikTok. This network is very well developed from a business point of view. It is fantastic and works perfectly for the marketing purposes of marketing assignments. But there is much to be done ethically and morally. This is for the digital world. Facebook, Meta or Alphabet in the products of Google I mean, which are for advertising purposes in the ad business ecosystem, are already quite regulated in some areas. Regulations vary from country to country – for example, certain cantons in Switzerland can advertise something that cannot be advertised in certain US states. Or I give an example, in Bulgaria there are almost no such regulations – here you can run any or almost any advertisement with much fewer filters. The images, the texts that are used are much more unregulated in Eastern Europe, the Middle and the Middle East, while in Western Europe and America, there are already many regulations that the governments themselves have won to have directly with the platforms themselves, with Meta and with Google. But, from an ethical point of view, I see even now in Varna when I look at billboards – there is a long, in my opinion, decades to go until it comes to having an ethical and moral framework for advertising, for the simple reason that advertising and marketing are tailored to the audience. If the audience is OK with this stuff, and they clearly are, there’s no way the advertising business is going against its primary customer.
That is, it follows the tastes of the user.
Of course. This comment of mine from a marketing perspective. And whether it is ethically or morally correct – that is separate. A separate domain is a question, a separate domain is an answer.
What are your basic principles that you follow as a marketer? How do you go about each ad campaign?
First of all, we do not have clients to work with and we do not understand the benefit of theirs on a given audience. If he is not ethically and morally sound, it is very difficult for us to do a quality marketing service.
That is, it also happens that you refuse?
Very often, yes. That is why we have had the pleasure and success of choosing the business to work with in Bulgaria for the last 3-4 years. There are many quality businesses in our country, but they do not have the critical mass to feed a large market.
And rather as a formula for a successful business tell us yours.
Work, love, perseverance, enthusiasm and looking more at the positive sides than the negative.
Have you ever thought about who your inspirations are?
A very good question, although one might say it is a cliché. The family is the foundation. Many of the things I’ve done, some right, some wrong, are thanks to a family environment that laid certain values and a moral-ethical framework. Right now, my wife and the parents I have are the people who have inspired me to open my eyes to other people, such as we will list Richard Branson, Elon Musk. But I don’t have favorites, because I’m a very curious person about a variety of things and I look for in every single person, whether he’s mega famous or mega unknown, he has something useful to say, most likely, or to hear what I shouldn’t do.
Do you go to concerts?
Yes, my wife and I went to an Andrea Bocelli concert in September in Taormina, Sicily and it was fantastic.
And the books that have touched you lately?
Unfortunately, I haven’t had much time to read lately, but last time we were in the US, I bought a book that I’ve been meaning to read for months and it’s Seneca’s How to Prepare for Death, a philosophical book.