From Shifts to Surges: My Journey as a CMO Navigating AI

As a CMO, adapting to change has become second nature. Whether it’s shifting consumer behaviours, evolving market trends, or the latest technologies, we’re constantly on our toes, and that's part of the reason we love what we do. The advent of artificial intelligence (AI) has opened yet another treasure trove of opportunities that promises to transform our strategies and supercharge efficiencies. But there is so much...

I must confess that I would not class myself as an AI expert. Far from it. The sheer volume of new applications and tools being launched daily is overwhelming and keeping up with what's possible with smarter technologies and figuring out how to apply that knowledge to both my business and career is a constant challenge.

To be honest, it often feels like I’m trying to drink from a fire hose.

I console myself with the fact that I don’t need to become a machine learning or data science expert to harness the power of AI and that understanding the basics and focusing on how it can benefit my specific needs, and those of my clients, is what truly matters.

The Gradual Yet Revolutionary Shift

Let’s face it, while tomorrow may look a lot like today, and next week similar to the week before, the landscape of marketing is constantly evolving. We, as CMOs, are used to navigating this ever-changing terrain, but will the advancements in AI, month by month and year by year, the industry will transform dramatically. Today’s campaign strategies, daily tasks, budgets, and tech stacks will slowly, and then suddenly, look nothing like they do now. And what I have learnt is that this incremental, yet revolutionary shift is where we can truly shine, reinventing what it means to be a marketer.

Next-Gen Marketing Leaders

As AI continues to advance, a new generation of marketing leaders is emerging. These leaders aren’t defined by their age but by their approach to embracing change and applying smarter technologies. I actively work to be part of this next-gen group, constantly absorbing how AI will deliver the personalisation and experiences modern consumers expect.

I immerse myself in continuous learning - listening to podcasts, reading countless articles, and attending seminars. I know that this dedication will help me unlock previously unimaginable creative possibilities and drive efficiency, revenue growth, and perhaps even societal impact. By committing to this path and taking decisive action, I believe I too can create a significant and sustained competitive advantage for the businesses I work with.

Insights from the AI Frontier

Recently, I joined a webinar hosted by the Marketing AI Institute , a treasure trove of insights that reinforced the importance of staying abreast of AI developments (and gifted me with some wonderful, inspiring new connections, to boot). In this climate, maintaining the status quo is simply not an option (has it ever been?!), and it’s no wonder that so many CMOs, including myself, are paying close attention to artificial intelligence. I dedicate several hours each week to understanding how to pilot and scale AI, ensuring that I’m at least in step in understanding how to harness its potential.

Beyond ChatGPT: The Real Power of AI

You might be forgiven for thinking that AI is synonymous with ChatGPT. Indeed, ChatGPT has taken the world by storm, becoming the fastest-growing consumer app in history. But AI’s value extends far beyond generative AI. The Marketing AI Institute’s 5Ps of Marketing AI framework provides a comprehensive view of how AI can transform marketing:

• Planning: AI helps build intelligent strategies.
• Production: AI generates intelligent content.
• Personalisation: AI powers intelligent consumer experiences.
• Promotion: AI manages intelligent cross-channel promotions.
• Performance: AI turns data into intelligence.

Generative AI is just the beginning. For the past decade, AI technology has been quietly growing in power, scale, and affordability. We, as CMOs, are now only seeing the tip of the iceberg and what is apparent is that embracing AI now can lead to an insurmountable competitive advantage in the future.

Navigating the Challenges

While the benefits of AI are clear, there are significant challenges that we must navigate:

1. Keeping Up with AI: The rapid pace of AI development can be overwhelming. Every day seems to bring new tools and capabilities, and the sheer volume of information can make it difficult to discern what’s truly valuable and trustworthy. To tackle this, I dedicate time each week to sift through information, focusing on trusted sources and engaging with industry experts. Despite my efforts, it sometimes feels like a never-ending race to stay updated.
2. Ethical and Legal Considerations: The current lack of regulations around AI technology is a double-edged sword. While it allows for rapid innovation, it also raises ethical and legal concerns, including issues of copyright and responsible use. I actively participate in industry discussions and follow emerging regulations closely. However, navigating these uncharted waters is challenging, as the guidelines are still evolving, and it's easy to feel uncertain about compliance.
3. Data and Privacy Concerns: Giving AI tools access to sensitive data is a delicate balancing act. We must ensure that AI is used in a way that respects customer privacy and adheres to data protection regulations. I look closely at what others have been doing in this space to establish robust data governance policies. Despite these measures, the fear of data breaches or misuse always lingers, making it a constant area of vigilance.
4. Fear of Job Displacement: There is a palpable fear among teams that AI could negatively impact their roles. Effective change management and clear communication are crucial to mitigate these fears and onboard teams successfully with AI. While I have not yet adopted AI for my clients, I recognise the need for transparent communication and reassurance. Addressing these fears is an ongoing battle, as the apprehension of being replaced by technology is deeply rooted and requires careful handling even before AI implementation begins.
5. Impact on Buyer Behaviour: Understanding how AI will affect buyer behaviour and content consumption patterns is an ongoing challenge. It requires continuous monitoring and adaptation to stay ahead of these shifts. While I do not yet employ analytics, I do use feedback loops to assess what I have unearthed and how it might help. Despite best efforts, predicting human behaviour remains an intricate task, and there’s always an element of uncertainty in how consumers will respond.
6. Accuracy: Despite its capabilities, AI is not infallible. Ensuring the accuracy of AI-generated outputs is critical, as mistakes can be time-consuming and costly to rectify. Even with ChatGPT I implement rigorous validation processes and maintain human oversight to catch errors/giveaways and generic content. Even so, ensuring flawless accuracy is a demanding and sometimes elusive goal, requiring constant diligence and correction.

Integrating AI with Human-Centric Marketing Approaches

As Gillian Oakenfull, PH.D. recently highlighted in her Forbes article, “How CMOs In The AI Age Can Leverage Tech, Amplify Human Insight And Drive Growth,” the rise of AI presents both formidable challenges and rare opportunities. Oakenfull highlights that one of the greatest challenges is maintaining a balance between technological efficiency and human creativity and while AI excels in data processing and pattern recognition, it lacks the nuanced understanding of human emotions and cultural contexts that drive impactful marketing.

Oakenfull introduces the concept of 'KickGlass Branding', a paradigm that integrates AI with a human-centric marketing approach. This involves "using AI for robust consumer analytics and then applying empathy and emotional intelligence to transform raw data into resonant brand narratives". The key is to leverage AI for its analytical strengths while ensuring that the creative and empathetic aspects of marketing are not overshadowed.

Achieving Marketing Fluidity

The future CMO will master a dynamic strategy known as "marketing fluidity." This approach integrates automated processes with tailored human creativity, ensuring a harmonious blend of efficiency and personal touch. AI takes on the significant workload of consumer analytics and campaign management, handling data-driven tasks with precision, meanwhile, human insight and emotional intelligence add a crucial layer of empathy and resonance to the messaging.

This synergy between AI and human creativity will allow us to leverage advanced technological capabilities without sacrificing the essential human element. The result is a fluid marketing strategy that combines the strengths of both automation and personal connection, enabling us to achieve more impactful and meaningful engagement with our audiences.

The AI Balancing Act

Today, we are witnessing an AI revolution. The promise and risk of AI are now evident to everyone. This revolution is not just about creating content but about developing intelligent machines that can think and reason. The landscape of work, particularly in marketing, is set to change dramatically and AI’s potential to supercharge our creativity and efficiency is matched only by the potential pitfalls of rapid innovation.

I believe that we must balance the pressure to quickly adopt AI tools with the need to use them responsibly and safely. The potential of AI far outweighs the pitfalls, but it requires a holistic approach to marketing channels and a strategic mindset.

Final thoughts…

I like to think of the modern CMO as a master chef in a world-class kitchen. AI is the state-of-the-art equipment that handles precise measurements and repetitive tasks, while human creativity and insight are the chef’s unique touch that transforms ingredients into a culinary masterpiece. This blend ensures that the result is both efficient and deeply resonant.

Balancing AI’s analytical strengths with the art of human intuition is what will make a us truly effective. AI handles the heavy lifting of data analysis and campaign management, allowing CMOs to focus on crafting strategies that connect on a human level. It’s about using technology to enhance the timeless art of storytelling and relationship-building in marketing.

For me, the secret lies in understanding AI’s potential, navigating its challenges, testing, learning, relearning, and leading our teams with clear vision and purpose. As a historic early adopter and closet geek, with an ingrained love for new technologies (I even wrote my university thesis on new tech!), I am beyond excited for what AI brings both now and in the future.

Sure, navigating this AI terrain often makes me feel like I need a hard hat and a shovel, but I, for one, am ready to dig - and keep digging.

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