For CMOs, the benefits of generative artificial intelligence (if done right) will outweigh the brand risks.
- Marketing is a generative AI hot spot because the new technology is so well suited to its blend of creative and data-driven work.
- Chief marketing officers can draw on five golden rules as they plan how to use generative AI tools to accelerate, augment, and streamline their activities.
- The rules: Generative AI needs to start and end with the customer; creative applications are only the start; quick wins and complex projects must run in parallel; marketers should keep the highest-priority use cases in-house; and the CMO is perfectly placed to be an AI change agent.
Imagine a world in which smart assistants are the common front end of digital interactions, transforming the experience of engaging with a brand’s app or website.
A world in which the current mix of marketing channels has been shaken up—by a surge in text-based communication sparked by AI’s ability to personalize at scale, or by a boom in audio, video, and image-based marketing triggered by an acceleration of production speed at lower costs.
Picture a corresponding disruption in the creative landscape as new sources of imagination and flair emerge and old ones lose their historic edge.
Or one in which influencers become even more critical, with access to simplified or targeted versions of powerful digital tools that used to be out of their reach.
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