Marketers know that AI is here to change the game, but how many of them know where to start, which tools to adopt, and how to impress their CFO with results?
What sets AI leaders apart?
Think of AI excellence as a journey. You know you need to start somewhere, with the essentials. More than a third of marketers are at this stage, beginning to implement and test new AI tools to streamline operations and reduce the time it takes to turn data into insights.
19% of companies are considered AI leaders, connecting workflows and testing AI-assisted decisions and personalization. These leaders were analyzed, and six capabilities they use to increase revenue and business results were identified:
-
- An integrated customer view
- Faster testing, execution, and analysis
- Dynamic budget allocation to maximize results
- Personalized messages that reach audience segments in real-time
- Creativity developed with AI throughout the entire creative cycle
- An “AI culture” with ambassadors in key functional areas
The four AI paths to marketing excellence
The path to excellence was divided into four AI tracks so that all marketing professionals can put them into practice.
1. Measurement and insights
The combination of clear KPIs, historical performance data, and first-party data allows leaders to carry out results-based planning, using AI to predict and improve campaign performance and better optimize their media budgets.
2. Media and personalization
With AI, they can identify high-value audiences across all channels, achieving a higher return on investment and better budget allocation, while gaining key insights into consumer behavior.
3. Creativity and content
Marketers use generative AI to get impactful ideas and develop amazing creative assets. They use tools that streamline the creative process while protecting their intellectual property and ensuring legal compliance, sending the final creative work through the tried-and-tested review processes their teams already have in place.
4. People and processes
Success with AI in marketing requires a holistic approach. Leaders must collaborate with senior management, identify and develop AI talent, and redesign workflows to fully leverage the benefits of AI. This includes audits, impact assessments, and organizational restructuring to integrate AI across all areas of marketing.
These four paths have always been interdependent. In the transformation phase, they combine to create an “AI-driven marketing engine” that continuously improves results through real-time measurement and optimization.
Is your company still not taking full advantage of AI in the cloud? At G Nerd, we are experts in Google Workspace implementation and consulting. Contact us today and let us help you transform the way your team works, collaborates, and grows.
One Comment