To maximize AI's potential, the article suggests that marketers need to identify concrete applications that drive impact and measure AI's effects to justify continued investment. It also emphasizes the need for employee education, skills development, and strategic planning for successful AI integration. The article concludes by stating that in 2024, the smartest businesses will leverage AI's power to improve marketing initiatives and drive business success.
Key takeaways:
- There is a superficial understanding of AI in many organizations, with many mistaking basic chatbots for AI tools. True AI has more complex cognition and learning capabilities.
- There is a lack of practical execution of AI in many companies, with a gap between the promise of AI and its actual practical use. Marketers need to understand how to leverage AI effectively.
- Marketers need to identify specific, measurable impacts of AI, tying it to clear KPIs and tracking performance against these benchmarks.
- In 2024, the smartest businesses will leverage AI’s power to reap its benefits, improve marketing initiatives and drive business success.