The five steps to implementing AI in marketing include clarifying use cases and goals, carefully selecting tools to support these use cases, safeguarding brand, data, and customers, testing and scaling incrementally, and communicating the impact of AI initiatives. The article emphasizes the importance of training AI with your data, ensuring data privacy, and measuring the effectiveness of AI-assisted efforts against pre-AI data. It concludes by stating that more targeted personalization and improved one-to-one experiences through AI can enhance customer engagement and retention.
Key takeaways:
- AI-powered marketing can increase performance, creative variety, cost efficiencies, and revenue. It can also help scale personalization efforts and orchestrate the entire customer journey.
- Five steps to implement AI in marketing include clarifying use cases and goals, carefully selecting tools, safeguarding your brand, data, and customers, testing and scaling incrementally, and communicating the impact.
- It's important to train AI with your data and give it feedback so that it learns how to better represent your brand. Start utilizing AI's predictive capabilities on a small test group before ramping it up to your entire audience.
- Communicate the impact your AI-powered initiatives are having on your efforts. Share KPIs and metrics with your organization and your leadership team so that you can make decisions around future investments in AI.