Three paths companies should explore when adopting an AI capability for CX, marketing and brand management

In today's fast-paced business environment, customer experience, marketing, and brand management are critical functions that require data-driven insights and decision-making. To stay ahead of the competition, many companies are turning to artificial intelligence (AI) as a solution. However, creating an AI capability for these functions can be a complex and costly process, with many tradeoffs between internal capability or external resources.

Here are some key considerations and options for adopting an AI capability for your CX, marketing, and brand management opportunities:

Option 1: Build an Internal AI Capability

Building an internal AI capability requires a significant investment in time, resources, and expertise. It involves hiring data scientists, AI engineers, and other experts, and investing in AI infrastructure, tools, and platforms. This option provides full control over the AI capability and can result in a more customized solution that aligns with your specific needs and goals.

The biggest tradeoff to building an internal AI capability can be very costly, particularly if you need to hire and train new staff. It also requires ongoing investment in research and development to keep up with the latest AI advancements.

Option 2: Outsource AI Capabilities

Outsourcing the AI capability to a specialized vendor or provider can provide access to state-of-the-art AI tools and expertise without the need for significant upfront investment in infrastructure and hiring. This option can save time and resources and may result in less complexity and risk.

However, outsourcing AI capabilities may result in less control over the AI capability, and there may be limited flexibility in customization, integration, and scalability. It also requires careful vendor selection, contract negotiation, and ongoing monitoring to ensure quality and performance.

Option 3: Hybrid Approach

A hybrid approach combines internal and external capabilities, providing the benefits of both options. It allows companies to leverage their internal expertise and resources while also gaining access to external expertise and resources as needed. This option can provide more flexibility and control over the AI capability, allowing companies to adjust their approach as needed.

A hybrid approach can be more complex to manage and may require significant coordination and communication between internal and external teams. It also requires careful planning and implementation to ensure that the two approaches are integrated effectively.

Getting started

Creating an AI capability for CX, marketing, and brand management requires careful consideration of the options and tradeoffs between internal capability or external. Depending on a company's specific needs and goals, one option may be more appropriate than the others. Our team here at CorebrandAI recommends to clients to start by conducting a thorough assessment of the CX, marketing and sales objectives. Once you understand your goals, then dive into current analytics capabilities, resources, and uses cases, along with a cost-benefit analysis of various options, to determine the best course of action for your organization. Invite potential partners to help you think about the options and what is the right project to get experience with the technology. A good rule of thumb is a use case that is cost effective and has high impact on the business. One example of this is a customer listenting program using NLP and text analytics that may not require internal data and can be implemented in just a few weeks.

The key to success is to get started!

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