The Agile Brand: AI integration, customer retention, and CX governance

LINKS: Consulting?| Speaking | Workshops | Podcast | Books

This week we feature an article Greg Kihlstrom wrote for Forbes on #AI adoption within the enterprise, plus interviews with Ann Fellman of Bloomerang on #retention in the #nonprofit space, Jess Keeney from Duck Creek Technologies on the role of #product leaders on #CX, and Sami Nuwar on #customerexperience #Governance on The Agile Brand with Greg Kihlstr?m #podcast.

ALSO: NEW BOOK ON #CJO NOW AVAILABLE: The Agile Brand Guide to Customer Journey Orchestration: 2024 Edition is available. This expanded edition features a foreword by Mark Smith. PhD of CSG, plus additional insights from Andrés Orozco of Genesys, Pini Yakuel of Optimove, Judy Bloch and Ryan Carrigan from Medallia, Trent Rossini from inQuba. and Nathan Lamos from Alterian.

From The Agile Brand Podcast

Top 15 on Apple Podcasts | 2M+ Downloads | Feedspot's Top 25 MarTech Podcasts \ Listen on?Apple?| Spotify | Amazon |?Website

Here are the latest 3 episodes:

Feature Article

Forbes: The Time To Formalize An Approach To AI Adoption Is Now

by Greg Kihlstrom for Forbes Agency Council

As an advisor to organizations navigating the incorporation of AI into their marketing teams, I'd like to emphasize the critical need to establish a strategy promptly. Ignoring the potential of AI and clinging to conventional methods can result in missed opportunities and a loss of competitiveness in today's market.

To achieve greater success in AI-driven marketing, there are key factors that must be in place. Let's explore these essential elements together.

Clear standards and guidelines are needed.

To fully harness the power of AI in marketing, it is of utmost importance to establish well-defined guidelines. These guidelines should act as a compass, directing businesses on when and how to deploy AI tools, where to integrate them, and why they should be utilized.

For instance, I often work with clients to determine where AI-based tools are going to enhance versus disrupt the process. So, in one case, you could utilize AI tools to brainstorm or come up with ideas, then the human team could take those ideas, polish them and make them better and more strategically aligned. A set of guidelines would stipulate that there needs to be human "checks and balances" so that AI-created content never goes directly to a customer without a person reviewing it first.

But it doesn't stop there. Ensuring the success of AI-driven campaigns means prioritizing data privacy and security, safeguarding customers' information, and aligning every AI-powered initiative with the brand's core values and objectives. One critical way to look at this is to better understand what customer data is actually being fed into your AI tools and why. This is often referred to as "transparency," and for any systems that utilize customer data and AI processing, it is highly recommended that you work with a system that has visibility into what is being done with the customer information and why.

By adhering to these robust standards, companies can tap into the boundless potential that AI brings to the table, revolutionizing their marketing efforts and continuously driving business growth.

This article was written for Forbes Agency Council by Greg Kihlstr?m. Read the full article here.

?? Book Updates

COMING SOON: 1/16: Priority is Action: 7 Principles for Better Strategies and Decisions

?? NOW ON AUDIOBOOK: The Center of Experience, 2nd Edition

Plus, thanks to Thinkers360 for naming 2 of our books: The Agile Brand Guide to Generative AI & The Agile Brand Guide to Marketing Measurement & Analytics to their "Top 50 Books to Read in 2024" list!

Upcoming Events & Speaking Engagements

2/5-7: Medallia Experience (Las Vegas, NV): Greg Kihlstr?m will be talking with industry leaders for the podcast.

2/26-28: eTail West 2024 (Palm Springs, CA): Greg Kihlstr?m will be moderating a panel at this premier retail event.

3/17-20: Shoptalk 2024 (Las Vegas, NV): More details forthcoming

6/9-11: PegaWorld iNspire 2024 (Las Vegas, NV): More details forthcoming.

9/10-12: MAICON 2024 (Cleveland, OH): It's (Past) Time for AI Operations. Greg Kihlstr?m will be presenting on the topic of setting up AI Operations to run in parallel with your Marketing Operations.

Links: Books | Podcast | Blog | Consulting | Book Greg as a Speaker