Is Your Marketing Strategy Keeping Pace with Generative AI?
One critical question that Chief Marketing Officers (CMOs) frequently ponder in the era of generative AI is, “Am I already behind? How do I tap into a technology that’s evolving daily?” Understanding and integrating generative AI is crucial for staying ahead in the fast-paced marketing landscape.
The Digital Marketing Revolution: A Historical Perspective
The last significant shift in marketing was the transition to digital consumer journeys in the early 2000s. Digital natives emerged, revolutionising the marketing world. Incumbents who failed to adapt quickly found themselves trailing behind. Today, generative AI is leading another transformation, reshaping how we view creativity and production in marketing.
Creativity & Production in the Age of Generative AI
Creativity now operates at two distinct speeds: the automated, which delivers speed and scale, and the uniquely human, known for highly original ideas. Production timelines have shrunk dramatically, from months to mere minutes. Additionally, consumer journeys are becoming increasingly personalised at scale, with generative AI models offering enhanced capabilities to process market insights and consumer data.
Maximising the Benefits of Generative AI in Marketing
With the dynamic changes brought by generative AI, marketers are poised to harness its potential. Here are essential steps to consider:
Experimentation: Launch pilot projects to explore how generative AI can create competitive advantages. For instance, implementing an AI chatbot on your website or creating personalised, interactive content.
Data Transformation: Begin your data transformation immediately. Compile your unique data and content to train bespoke generative AI models tailored to your needs.
Brand Identity Refinement: It’s vital to train algorithms to capture the essential and distinctive elements of your brand, enabling the efficient generation of new content that resonates with your brand voice.
The Future of Marketing & the Risk of Uniformity
There’s a cautionary note for brands relying too heavily on generative AI: the risk of sounding too similar to others, leading to consumer disengagement. The future of marketing is unfolding now, and it’s available to companies who choose to embark on this journey today.
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Tiago Faustino
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