By Ana Carrapichano. Generative AI has transformed media and marketing, offering innovative possibilities.
“If AI can take care of the perspiration side of the business and free the human brain to be a playground for the imagination to fly, that’s magic.” – Devika Bulchandani, Ogilvy
This quote resonates deeply. Yet, despite widespread media coverage of AI, many industry professionals are not using these tools daily. In fact, most haven’t even tried ChatGPT-4.
So, how is generative AI shaping the future of marketing? This is the question CMOs ask most frequently, often wondering if they’re already behind. The answer is clear: embracing AI is essential, not something to fear.
As marketers, we grow brands, and the AI narrative needs to be centred around growth and creativity, focusing on reinventing the customer relationship. The promise of generative AI is akin to the internet, offering numerous new opportunities. Key to this is understanding how AI helps consumers engage with brands and aligns with their preferences. After all, data is at the heart of creativity.
Building AI capabilities
Embracing AI requires a mindset shift, a willingness to trust the journey, and an openness to experiment.
Against this tech backdrop, companies need comprehensive AI strategies to stay competitive. This includes fostering AI literacy across the organisation so all employees, regardless of their role, understand the basics and potential of AI. An AI task force can spearhead focused initiatives, while investments in AI tools and data infrastructure support development and deployment.
Companies should hire AI specialists to bring necessary expertise and guide projects effectively. The integration of generative AI tools across departments enhances efficiency and collaboration. Importantly, to ensure ethical and responsible usage, firms need to develop AI policies and compliance frameworks.
Ultimately, AI will complement and enhance human capabilities, provided we understand how to leverage its potential effectively.
Ana Carrapichano is the founder and CEO at Mediology
