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.
Continue reading
