AI-Driven Marketing: Intentional AI in Marketing
The average utilization rate of the MarTech stack across enterprise is 33%. 2024 is the second consecutive year of decline. Tech sprawl with poor utilization indicate teams struggle to follow through an ambitions to adopt their vast and costly MarTech portfolios.
It appears that purchasing a tool is but the first step in a lengthy process of technological adoption. The heart of the issue lies in the necessity for a cultural shift—a reimagining of processes and mindsets to pave the way for a harmonious AI-human coexistence. The article illustrates how to leverage AI intentionally in enterprise marketing, focusing on 3S - Standard, Strategy and Scale.
Setting Standards for Responsible AI Use
To responsibly harness AI, companies must craft a clear framework that outlines acceptable use cases and guards against misuse or overreliance. This baseline acts as a moral compass and cultivates an environment where AI serves as a teammate, not a crutch.
It's important to embed the standards in daily operations. Regular performance evaluations of AI systems ensure they remain aligned with these standards, and constant communication between AI developers and business teams facilitates a collaborative approach to problem-solving.
Human touch is still an irreplaceable asset for marketers. After all, AI is only as good as the data it is fed. Marketers must remain vigilant in ensuring that their data sources are diverse and inclusive to avoid any biases that may skew the insights provided by AI.
You can free templates on AI policy from Jasper AI here https://www.jasper.ai/ethics
Adapting Marketing Strategy in the AI Era
Regardless of individual company's leverage of AI usage, the marketing environment has begin to shift in the new era of AI. For example, Gartner predicted that brands' SEO traffic will decrease by 50% or more as consumers embrace Gen AI powered search. Please check out my article for more details on the shift of digital marketing.
Rather than prioritizing keywords, the evolved marketing strategy should center around key customers, emphasizing investment in community and perspective (e.g., Reddit). In an era where producing informational content at scale has become markedly straightforward, the importance of cultivating original and brand-aligned ideas cannot be overstated. Conversion is increasingly important, by speaking to your customers along the purchase circle in a personal way.
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Scaling with AI While Honoring Human Judgement
AI offers an enticing prospect—the amplification of one's efforts. Task automation, from customer segmentation to content creation, presents a tantalizing opportunity to scale endeavors that were once insurmountable for marketing teams.
However, scalability should not come at the cost of human insight. AI is a tool to augment marketing efforts, filtering out noise and automating routine tasks, but it is within the crucible of human judgment that pivotal marketing decisions are forged. The synergy of AI and human expertise is vital, as AI cuts through the drudgery, leaving humans to what they do best—strategize, create, and empathize.
Conclusion
It's not just that we got a new lamp. It's that when we switched the lamp on, the whole room looked different. In the days ahead, as we march towards greater technological complexity, the challenge will not be to pursue AI for AI's sake, but to embed it thoughtfully into our strategic vision, business standards, and operational contexts, thereby securing its place as an invaluable ally in the art of marketing.
Smart AI Marketing Newsletter Article No.12
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About the author
Eva Dong is a Senior Expert Manager at McKinsey & Company, bringing a decade of AI and digital marketing experience. Her technical expertise in data science and AI empowers me to unravel the complexities of digital marketing and create significant impact. As an entrepreneur and CEO of a direct-to-consumer marketing start-up, she is dedicated to empowering marketers to seize the future of AI-driven marketing. Connect with Eva.
Founder - Content Marketing Media. Professional approaches to Cold Email and Lead Generation. We help Enterprise Level customers with Cold Email. Certified @Clay and @Instantly Experts and Partners.
5 个月AI enhances innovation through human-machine collaboration.
Founder & Product maker at TypeflowAI
5 个月Intriguing metaphor. AI's transformative potential stems from strategic integration, not blind adoption.