What is the one question that CMOs ask me
all of the time about generative AI? Am I already behind? How do I tap into a technology
that's changing every single day? The last big disruption in marketing was a transition to digital
consumer journeys in the early 2000s. At that time, digital natives
swooped in and changed the game. Incumbents which didn't adapt
were left behind. Now, generative AI is really changing everything again. We look at creativity.
It now moves at two speeds. You have the automated,
and at speed and scale. And the other ones with highly original ideas. Production now can happen in 3 minutes,
not 3 months. Now, when you look at consumer journeys, they're becoming hyper-personalized at scale. And innovation,
it accelerates as GenAI models offer the possibility to process
market insights and consumer data. With so much change happening, what can marketers do to reap
the benefits of generative AI right now? Now, here's where to start. One: Experiment.
Launch pilots and explore the way
GenAI can create competitive advantage. For example, test
a GenAI chatbot on your website, or create a personalized website
or interactive content. Two: You need to start your data
transformation straightaway. You need to package all of your unique data and content so that you can train your future
GenAI models just for you. And three: You need to sharpen your brand identity. You need to be able to train
the algorithms to capture the essential and
distinctive elements of your brand so that you can efficiently generate
new content that sounds like you.
Brands that rely too heavily on GenAI will all start to sound alike
and consumers will tune out. Now, the future of marketing starts now, but only for companies
who start their GenAI journey today..