A marketer’s guide to implementing generative AI [Guide]
Generative AI transforms marketing by creating tailored content, from text to visuals, that resonates with target audiences. It enhances creativity and efficiency, allowing brands to produce personalized campaigns at scale.
MarTech has published ‘A marketer’s guide to implementing generative AI’.
Nicole Greene says, “Eight out of 10 marketing leaders expect genAI to positively impact marketing investment and strategy this year, per Gartner research. This growing optimism highlights the need to establish a clear roadmap for adopting genAI in marketing. The following four recommendations address how to manage these challenges.
1. Establish an AI council and demonstrate marketing’s role
Marketers don’t have to work on genAI implementation alone. Work cross-functionally to assemble an AI council to provide direction and drive strategy. This multidisciplinary team of decision-makers and experts throughout the organization should encourage responsible and effective adoption, focusing on everything from risk management to upskilling talent to building trust.
Actively engage in the council to show how AI adds business value. Focus on brand ownership and crafting unique customer messages and experiences as key benefits of genAI, linking AI investments to real business results. Position genAI as both a people and tech solution, emphasizing training and upskilling to prepare your team for AI.”
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