5 questions to ask before integrating generative AI into your marketing strategy
Are you ready to explore generative AI as a creative accelerator for your business? Here are the key questions to answer before you begin.
With the rise of new technologies like artificial intelligence (AI) impacting our personal and professional lives, many business leaders are starting to explore innovative ways to use these tools to enhance their marketing operations.
What is generative AI?
Generative AI is a tool that can generate text and images in a broad array of styles and formats from simple text-based “prompts.” From creating a taco ad in the style of Salvador Dali to writing social copy for a new product launch, new generative AI tools can create sophisticated and personalized outputs quickly, pulling from a vast library of data about human language and aesthetic styles.
This makes marketing an arena where generative AI can drive massive transformation if implemented correctly. The ability to rapidly generate personalized, contextually relevant text and images offers the potential to achieve true personalization at scale for many marketing organizations. But the tools are not without their challenges and costs.
Is your organization ready to welcome generative AI as a creative partner in your next campaign? Here are five questions to consider first:
1. Which key benefits are you hoping a generative AI program will bring to your marketing organization?
Each organization’s needs are different, hinging on its specific goals, budget, and planning horizon. Before you begin implementing generative AI, be sure you are crystal clear on what success looks like for your business. Is your goal to:
2. How can generative AI help you keep the customer first?
Having a well-thought-out AI strategy that learns to adjust and interpret customer behaviors and desires in real-time will more likely be welcomed than rejected by your customers. To develop your AI strategy, consider these recommendations:
3. How can generative AI help you enhance and support the creative talent in your organization?
Use generative AI as a starting point for ideas instead of a final output for solutions. When tackling a challenging problem, AI can help creatives develop concepts to build on, but it shouldn’t replace creative jobs. Consider these recommendations:
4. How can you ensure that generative AI outputs will be trustworthy and ethical?
Customers should be able to trust that the data they share will be used ethically and without bias by organizations and the AI algorithms they employ. By focusing on AI bias and emphasizing AI ethics, companies can help protect customer data—while building brand equity and customer trust. Deloitte’s Trustworthy AI Framework offers these guiding principles:
5. How will you measure generative AI’s effectiveness in connecting with customers?
Quantity of output does not equal quality of results. A successful implementation will need to carefully think through what KPIs will be your best signal of successful integration. Here are a few steps you can take to assess impact:
Whatever your goals may be, implementing generative AI can have surprising impacts on many aspects of your organization. From delivering new operational efficiencies and helping your staff build new skillsets, to providing technology support or a new set of policy implementations, the opportunities are endless and you’ll need to have a clear and cohesive roadmap and change-management plan to ensure that your implementation is achieving its intended results.
To begin building the generative AI roadmap for your marketing organization today