It’s the AI of the Tiger, It’s the Thrill of the Fight

It’s old news to tell you to jump on the AI bandwagon because all of martech is already on it and lacking elbow room.

What we can tell you, however, is how to take the reins and lead the pack with fresh approaches to AI. Say sayonara to only using ChatGPT to generate short-form copy and add new ways to work faster and smarter by leveraging AI. With a mini guide to hit the ground running when using proprietary AI and success stories from a truly all-American brand (can you guess who?), we’ve got all your questions covered—along with our usual email tips and favorite marketing moments.

Let’s Get Ethical

First things first, if you’re going to use AI for your marketing, you’ve got to keep your usage in check. Whether it’s biases and inaccuracies, or something as wildly alarming as Microsoft’s chatbot generating violent images , using AI comes at a price. That price is doing your due diligence and ensuring your AI actually adds value to your workflow, marketing content, and most importantly, customer engagement.

To keep your AI from going off the rails, you need to start with human surveillance. AI isn’t a self-driving car or a kettle that will boil slower if you watch it; marketers need to work with their tools if they want the best output possible . Here are a few ways to:

Keep It Private, Keep It Personal

Copyright infringement is no bueno. Whether it’s an open-source image generator taking on a Pixar-like quality or copy sounding an awful lot like someone else, mainstream media has been circulating infringement issues ever since ChatGPT debuted.

But for marketers specifically, this type of privacy faux-pas is only the first pitfall to avoid. While virtually every brand has mountains of customer data, only use high-quality, zero- and first-party data from customers who have clearly opted in and given their consent. And even then, be sure their data is guarded securely; don’t commingle data that simply shouldn’t, well, mingle.

Ban Bias

No one wants to be told that only men can be CEOs. But without human moderation, AI can quickly amplify existing biases and present them as truth. From closely analyzing data sets to implementing multiple AI models that can check and balance each other, marketers need to avoid biased outputs at all costs.

Big Reputation, Brand Reputation

Unless you’re Taylor Swift, a bad reputation is virtually impossible to shake off. Beyond maintaining the ethical parameters mentioned above, be sure that AI is ultimately used to bring value to customers and improve their brand experience. While AI can certainly speed up production times and save on resources, marketers still need to keep quality over quantity in mind. Keep it brand-forward, accurate, and customer-centric.?

These points are just scratching the surface on AI ethics. Download the eBook to build your entire AI Code of Ethics.

?Let’s Get Effective

Safe AI? Check. Effective AI? That might still be a work in progress, especially when delving into proprietary AI, a.k.a. customized AI solutions that are more powerful and secure thanks to robust protocols and exclusive data sets. While proprietary AI may require more steps than a simple download, the effort is well worth it. But to make onboarding a touch easier, you can also use this phased approach to implementing proprietary AI:?

Phase 1: Question Everything

There’s no Hinge app for pairing marketers with AI vendors. But, you’ve still got to search for your perfect match in the sea of vendors. Just like going on a first date, the key lies in asking the right questions to get to know the real vendor:

• Tech stacks. Does this solution mesh well with your existing data and integration investments?
• Models. We’ve said it before, and we’ll never stop— AI solutions with a proven track record of success use multiple models, making an ensemble approach the way to go.?
• Staffing. The last thing you want is to invest in an AI solution you don’t know how to actually use. The best vendors will have a responsive team that can translate the tech jargon and help you use the solution effectively.
• Security. AI has new laws and protocols on the horizon. Make sure that your vendor is up-to-date on the latest policies to keep data safely secured.

Phase 2: Partner It Up

Once you’ve chosen the lucky vendor, it’s time to get your data and creatives in order. However the vendor requires these assets to be centralized, that’s your first step.?

From there, it’s time to see how your existing team can partner with the new solution. This could look like in-depth team training, deciding what tasks will be offloaded onto the AI, or choosing new endeavors for the marketing team to take on.

Phase 3: Keep Your Eyes on the Prize

Ideally, AI will become your business as usual rather than a new-fangled tool that constantly requires special training or rules. Once your AI solution is operating like a well-oiled machine, it’ll be time to turn your attention to everyone’s favorite: goal-setting. From quick wins to long-term benchmarks, AI usage will work best if concrete goals are in place, just like any other tool.

Ready to Begin Your AI Journey? Check out The Marketer and Machine eBook here.

Classic Innovation From Lands’ End?

The iconic Lands’ End maintains its long-standing popularity by staying ahead of the trends—and not just in their clothing.

By implementing Movable Ink’s Da Vinci, the apparel brand sends messages so engaging that even “off-season” products are too good to resist. Hear how Lands’ End always sends personalized communications at the perfect moment for groundbreaking results.?

Fridays Are Getting a Magenta Makeover

We may wear pink on Wednesdays, but on Friday? We’re in magenta mode.?

Not to be confused with Rebecca Black’s iconic hit Friday , Magenta Friday is a virtual crash course jam-packed with sessions marketers would normally have to pay $ for.

The 20-minute, snackable session will feature iconic brands like Charlotte Tilbury Beauty , 联想 , Tesco Ireland , FanDuel , and more. You’ll also gain key campaign inspiration and, you guessed it, tips and tricks to make the most of marketing AI.

Not quite convinced? If you register before March 29th, you’ll get a free beverage to enjoy while you watch the sessions—on us.?

You’ve Got [E]Mail

Email is most brands’ bread-and-butter channel, making it the perfect choice for experimentation and innovation. Here are three quick wins to add to your email strategy to work smarter and faster and get the creative juices flowing.

• Templates are usually repetitive and dry, but not in email. Just like “cleave” somehow means to divide and to join, templates are actually the way forward for keeping your emails fresh and unique in every send.
• Gamification is the extra sparkle every email needs. Best of all, tactics like polling, scratch-offs, and quizzes are some of the quickest and easiest ways to consistently drive better engagement.?
• Revenue is every brand’s number one priority, making it extremely important for marketers’ messaging to contribute to that bottom line. There are infinite ways to drive revenue, but these are six of our favorites .

The Marketing Moments Watch ??

• GAP is so back. Even if you don’t need to perform a full ensemble number, Gap’s latest #linenmoves ad with Jungle’s viral song, Back on 74, is so good that you’ll want to purchase their moving-and-grooving clothing anyways. With its “behind-the-scenes” beginning and ending, this ad is exactly what marketers and customers alike love to see.
• Break up with Miami. Miami is sick of spring-breakers, and they’re taking a stand. From bag checks to ballooning parking prices, this clever ad is here to let students know that the city is simply done.?
• Task-Rabbit and Fiverr Going Head to Head? Alert! Shrinking teams have been marketers’ woe for years, but several brands are solidifying their small-but-mighty team choices by outsourcing various tasks.
• Kloning at the Oscars? Skims stole the ad show during the Oscars with a truly techy approach to fashion. This is a spacey marketing technique you just need to see for yourself.

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