The AI Council Difference and Why You Should Care

B2B marketers have been leaders in digital transformation (DT) before DT was even cool. So, it's unsurprising that marketing leads all functions in their experimentation, use, and adoption of generative AI. According to #Forrester's 2023 B2B Brand And Communications Survey, 43% of B2B companies have already adopted AI-based chatbots, and 44% use AI for marketing analytics. I've seen studies that indicate an even higher experimentation and use of generative AI among marketers.??

Whatever the number, after budgeting, AI is a top priority. Given the unique characteristics of the AI wave, it's time to consider setting up an AI council. As you do so, let's consider what is unique and different about an AI council compared to anything you've done before. I'll do several separate posts on an AI council's other aspects.

I began thinking about the role and differences of AI councils last June when I attended #MAICON. In addition, given all the marketing transformations I've been involved with, I needed to take a moment to consider the fundamental differences. Here are my thoughts and observations. Take a look, and please share what you are seeing and experiencing as you create your own AI council in marketing.

Broader and More Dynamic Scope: The key word here is DYNAMIC. An AI Council oversees more dynamic and complex issues than those typically handled by other councils. Given the fast-evolving nature of AI technology and its profound impact on business processes and strategies, the council must be agile and responsive to continuous changes. This is NOT a one-and-done project!

• Why You Should Care: Pace of change is crazy and you will feel that change almost every day. The council will meet more frequently than you might think.

Beyond Traditional Policy-Setting: The key word here is CULTURE. While most councils focus on establishing policies, procedures, standards, and guidelines for various business operations (as does an AI Council), an AI Council's responsibilities go further. It is crucial in facilitating a broader cultural transformation within the organization, aligning AI initiatives with the company's strategic goals.

• Why You Should Care: Policy, guidelines, etc - all are very important. However, more than any other project, aligning your culture to radical and deep transformation is essential.

Focus on Continuous Experimentation and Learning: The key word here is CONTINUOUS. This is my favorite difference in an AI Council, and one I suspect might be the most difficult to execute. AI technology changes daily and requires an ongoing commitment to learning and adaptation. An AI Council fosters an environment where continuous experimentation and innovation are encouraged and essential. This contrasts with traditional councils that operate on a more fixed or routine basis.

• Why You Should Care: Too often, marketers think in terms of projects - learn, do, optimize, and done. That is not true with AI. The new process requirement is continuous learning, doing, optimizing, changing, and beginning again.

Mitigating Resistance to Change: The key word here is APPREHENSION. Due to the transformative potential of AI, the council often has to address biases and apprehensions related to AI-driven changes. It plays a significant role in managing and easing the transition for employees and stakeholders, which is a critical aspect given the disruptive nature of AI.

• Why You Should Care: The change associated with gen AI is fast, it's big, and it is not clear where the dust will settle or even when the dust will settle. Don't underestimate the resistance to this change, especially for those team members on the front line.

Integration of Legal and Ethical Considerations: The key words here are LEGAL & ETHICAL. AI technology brings unique legal and ethical challenges, making it imperative for the AI Council to incorporate these considerations into its operations. This includes staying informed about AI-related legalities and ensuring ethical utilization of AI technologies, which may be less prominent in the scope of other councils.

• Why You Should Care: Can you say "lawsuit" and "loss of customer loyalty"? Both are at risk with gen AI.

Strategic Direction and Oversight: The key word here is ALIGNMENT. For organizations adopting a top-down AI strategy, an AI Council provides strategic direction and oversight for AI initiatives. This is essential for aligning AI efforts with overall business objectives and ensuring coherent implementation across different departments.

• Why You Should Care: I wish I had a next-gen word for alignment as it is so over-used. In the context of AI, you have the power to mess up really big and really fast if you don't have alignment—no more tap dancing around this issue.

I have lived and breathed digital transformation's benefits and consequences since 2004. Generative AI brings important nuances of today's continuing change for B2B marketers. The AI Council in a B2B marketing context is not just about policy and governance; it's about steering the organization through the transformative journey of AI integration, fostering a culture of innovation, and addressing AI's unique challenges. And B2B marketers are leading the way.

What are your thoughts and experiences?