Prepare for AI

The AI Mandate

AI will completely reshape the function of marketing. The first wave of AI-enabled technology is poised to deliver efficiencies, scale, and mass personalization at levels never seen before.

According to KPMG research, 72% of U.S. CEOs say generative AI is a top investment priority despite uncertain economic conditions. If you don’t have a plan to experiment with and incorporate generative AI and other AI-enabled technologies, you need to put one in place now or risk being left behind.

A Rational Approach to AI

Some companies are appointing an AI leader (C-AI) to coordinate the strategy and implementation of AI across the entire organization. If that’s the case in your company, you, as the marketing lead, will be feeding into whatever framework your C-AI creates. If you don’t have a centralized function for creating an AI strategy, then it’s up to you to take the lead in defining one for your team.

At the highest level, a good plan would:

• Establish goals and identify opportunities
• Assess organizational readiness
• Produce a roadmap
• Map out a plan for experimentation and iteration
• Coummunicate where investments are needed in talent, technology, data, governance