“Tips for effectiveness
CMOs who are already convinced of AI’s potential value and plan to explore it further might consider these points:
Make the business case and demonstrate value.
Capabilities can be alluring, but results justify investments so be ready to show the value AI brings to marketing. Then take a step back and use the same approach to demonstrate that the marketing function will deliver more value to the broader organization when it adds the power of AI.
As with any important new tool, there’s wisdom in taking measured steps. Find small places to pilot AI in marketing initiatives, such as content personalization and predictive ordering. Then follow an iterative pattern of trust, test, tune. Trust your data; test your AI algorithms to make sure your inputs, outputs and actions are in line with your strategy; and tune your AI engine so it can almost run on its own. Then, as you expand your use of AI, make sure to stay committed to your measurable goals.”