May 27, 2024

Genetic AI Strategy to Roll Out In 2023

CEO and co-founder of a conversation marketing automation platform Spectrum.

In 2018, McKinsey predicts that AI has the potential to bring the greatest value to marketing departments. And we certainly see that play out.

Marketers today are looking for new tools and advances in AI generation to bring more value to their customers. AI offers the ability to scale one-to-one personalization efforts, analyze data, build predictive models and even design customer journeys. By leaving execution to AI, marketers have more time and energy to focus on building better strategies. And 74% of organizations adopt AI increased revenue in their marketing efforts.

But AI is still new, and while there are some amazing things it can do, there are also some misconceptions surrounding it. Where should the journey to use AI in your marketing efforts begin? As we work with marketers every day on how to do that, here are some best practices to help you incorporate AI thoughtfully and successfully.

Five Best Practices for Integrating AI Into Your Marketing

Everyone will be adding AI to their marketing strategies this year. Here are five ways you can do that successfully right from the start and get ahead of your competition early on.

1. Enrich it with your data.

Pre-programmed AI doesn’t get to know your customers and your brand. AI is only as good as the data it is fed. When you start using AI for your marketing efforts, you’ll need to train it.

For example, using AI in your chatbot is a great way to scale your conversational marketing efforts. But as tempting as it may be to use public AI like ChatGPT in your chatbot, public AI models are trained on vast amounts of data from the internet. This means it will provide answers that may not be tailored to your customer or your brand.

Instead, create your own custom chatbot where the AI ​​is powered by the data you feed it. Follow the scripts you create. Connect it to your product feeds and power it with a library of customer objectives specific to your brand. The more you train your AI with your data, the more it will help your efforts.

2. Protect the integrity of your brand.

Another reason to avoid using public AI models is that it is important to protect the integrity of your brand. While ChatGPT can do a great job of creating content, the technology is not yet there to keep it from “imagining.” He may get facts or information very wrong. Because it sources all over the Internet, it also has the potential to give inappropriate and biased answers. The last thing you want is for your customers to get incorrect and inappropriate answers from your chatbot.

Instead, as mentioned above, create your own custom chatbot that draws on the data you give it. Power it with script responses to ensure it remains 100% accurate. You can also train it to have your brand’s voice and personality. Make it a priority to preserve your brand integrity in any AI-powered customer-facing channel.

3. Keep your data and your customers’ data safe.

As you begin to use AI in your marketing efforts, keep security at the forefront of both your and your customers’ data. Wiring public AI to your chatbot means that every time your customers chat with you, their message is shared with a third-party API to generate a response. And every time you use public AI to help create content or analyze data, you’re doing the same thing.

Sixty percent of consumers concerned about how brands are using their personal data for AI purposes, so prioritizing data privacy and security. If you have an AI interface with your customers, make sure it’s through your own chatbot. As you use AI internally for data analysis or building predictive models, be sure to never give sensitive data to public AIs. Instead, evaluate the different ways you can bring AI into your organization and keep your data private.

4. Choose your AI tools carefully.

With the buzz around the number of things AI can do, it might be tempting to start embracing the cool new AI-powered tools to help your marketing efforts. But as with any new technology, make sure you choose your tools carefully. This includes customer-facing tools such as chatbots or tools for writing copy or content. It also includes internal tools to help with data analysis, predictive modeling, customer journey orchestration and automation.

Choose the right one for your use cases and goals – and if you haven’t established use cases and goals, start there. There are many tools out there, so take the time to understand their capabilities and assess how they fit your needs and budget. See the product roadmap, too, and how their capabilities will develop in the future. The space is changing fast, so try to understand the full transformational value that the right solution can offer.

5. Empower your team.

Finally, when you find tools that will work, integrate them into your workflow. Teach your staff how to use them and make it clear how those tools can support their roles (not threaten them).

Currently, AI is a tool that will help them increase their output and optimize their work – not replace them. AI can also alleviate repetitive manual tasks to free up their time. And because it’s great to execute, they can have more oversight of their role as well.

See the potential of AI today

AI has the potential to add tremendous value to your marketing efforts. It can provide personalized experiences for your customers, multiply your output and make your retention efforts more effective. But since AI is new and the technology is still evolving, be thoughtful about how you’re using it and experiment to find the best use cases for your brand and your customers.


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