travel G2 arrives in 2023 During the event, I had the pleasure of participating in a fascinating conversation about how today’s leaders are embracing artificial intelligence in marketing. While I’m not a marketer (although I like to think I do), I was able to weigh in on the promise of AI at G2 and share how we innovate within our own lab team.
Hosted by consultant Carilou Dietrich – who previously led Atlassian’s marketing efforts and helped take the company public – This session explores the real impact of artificial intelligence on modern marketing strategies, where hype often obscures reality.My team members include Paul Rosserfounder and CEO of the Marketing Artificial Intelligence Institute, and Elena LenaGoogle’s Global Artificial Intelligence Product Director.
During the discussion, a few key themes stood out as helpful to marketing leaders, so I wanted to review the first three for you – all of which highlight how marketers can use artificial intelligence to optimize performance and increase efficiency.
Embracing Artificial Intelligence Literacy
Paul started the conversation with a fascinating history of AI, sharing the Marketing AI Institute’s mission to increase AI literacy and educate people about the impact of AI on various industries. What this means for marketers is simple: AI literacy is not just optional, it’s dispensable. it’s necessary.
To effectively harness the transformative power of AI, marketers must educate themselves and their teams on AI’s capabilities. As Elena pointed out, Google is another source of AI education through its newsletter and other resources. By investing the time to understand artificial intelligence, all leaders can realize the full potential of their marketing strategies.
Leverage artificial intelligence to increase efficiency and creativity
When we talk about artificial intelligence, a term often used is “augmented intelligence.” The idea is that AI can help augment our human skills rather than replace us. During our discussion, Kakalu exemplified this by envisioning a future where artificial intelligence helps with heavy lifting, freeing us up for more creative endeavors.
For marketers, the takeaways here are twofold. First, we should recognize that artificial intelligence in marketing is not a threat, but an opportunity to increase personal productivity and free up time for creativity.Second, integrating artificial intelligence into various business processes, like we do at G2 Monty AI Purchasing Assistant, which can significantly improve overall productivity. What is our goal as G2? The entire business grew by 10%.
Rely on trusted vendors for AI capabilities
Elena recommends that marketing teams start their AI journey with software vendors already in the stack, as most software vendors are building AI capabilities into existing platforms. This strategy is practical and easy to implement because it does not require an overhaul or additional investment in the existing technology stack and can amplify the impact of existing technologies. No matter which vendor you use, you can take advantage of these built-in capabilities before expanding to new AI technologies.
Use cases of artificial intelligence in marketing
In addition to the three topics shared above, we also discuss practical use cases of artificial intelligence in marketing. There are so many factors to consider that it can be difficult to know where to start or where to observe the greatest value. Here are some suggestions:
- Improve buyer experience quality: Artificial intelligence can help chatbots and automated email replies achieve faster response times and help buyers find what they’re looking for faster through chatbots. Elena mentioned that Google’s goal is to provide personalized and predictive recommendations, such as synchronizing different products to provide users with comprehensive data. The same principle applies to marketing. By harnessing the power of artificial intelligence, we can deliver a more personalized user journey, significantly increasing engagement and conversion rates.
- Improve the efficiency of your marketing process: Marketers can reduce repetitive tasks and problems and speed up the creative process by summarizing data, finding answers to questions and creating content. Artificial intelligence models—such as Google Bard and ChatGPT—can analyze images and videos—capabilities that most people have yet to realize or explore. The potential of artificial intelligence in marketing is huge; all it takes is a little digging beneath the surface.
Conclusion
Marketing leaders continue to face new AI challenges, from understanding its impact on customers to harnessing the promise of AI tools. But as daunting as these may seem, artificial intelligence is a gold mine of opportunity for those who dare to take the plunge.
It is undeniable that artificial intelligence is changing the marketing landscape, pushing efficiency and personalization to new heights. By embracing AI literacy, integrating AI into business processes, and leveraging existing AI capabilities, marketers can guard the forefront of progress.
Just as artificial intelligence is about machines and code, it is also about people—you and me. Advice shared during the discussion encouraged attendees to stay curious and keep learning. In doing so, we will all discover many surprises. Remember, you are not alone in your AI journey.
Stay informed about the evolving landscape of artificial intelligence with in-depth discussions, webinars and readings – including a recording of our G2 Reach 2023 conference.
