WEBVTT

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With AI,
you can type into new intelligence,

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but also democratize that intelligence in
everyday decision making.

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We're joined by Jessica from BCG.

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Welcome.

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Hi Jessica, where are you seeing Gen.

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AI make the most meaningful impact in
marketing right now?

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Well, there are really three areas.

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1 is really where everybody started,
which is what I call art marketing,

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content marketing, creativity,
transforming that workflow end to end.

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The second one is what I call
orchestration.

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So everything that is project management
planning and that's where really AI is

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helping with much faster augmented
decision making.

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But the third area that people tend to
forget is marketing science.

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How do you take better decisions?

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How do you activate better at scale
insights?

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But that is where with AI you can type
into new intelligence but also

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democratise that intelligence in everyday
decision making.

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And for the companies who are doing this
well, what are they doing differently?

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They're doing a couple of things.

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One focus,
I think what has happened a lot with

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companies with AI is they have wanted
people to experiment a lot,

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which is great for adoption, but that is not how
you drive impact in the end.

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You need a lot of focus on big workflows
end to end.

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The second thing is they have really
pushed for end to end transformation,

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not use cases.

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I know of a company for example,
that started with one specific use case

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of automatic translation and adaptation
of content.

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Great impact,
but on a very small part of the value chain.

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So you need really end to end workflow
transformation and ways of working transformation.

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What will the very best marketing
companies look like in a few years time?

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Who knows?

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I'll give you my personal bet.

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I think in the future, 1st,
the skill set of marketers will evolve

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quite a bit.

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You'll have on the one side very,
very strong orchestrators that will be

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able to tap into a lot of intelligence
that will behave a bit

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like marines more than fantasies.

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And on the side very deep experts that
are will be using deep intelligence to

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really have granular hold on
execution and

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with that much more in housing of skill set.

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And in terms of that granular hold,
you know,

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you've talked about how data is going to
transform things,

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the organizational picture.

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I suppose the thing that is unique to
marketing is the art.

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Just explain what you're already seeing
in terms of AI transforming the art.

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Yeah, that's a great one.

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Of course, that's where everybody started.

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But everybody started with the idea that
you could actually produce content with

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AI, which is true,
but it's a part of the picture.

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The question is,
how can you enable content,

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enable creativity with AI as well?

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Change the decision making process,
the creativity process.

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And great creativity always starts with
great insights.

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And that's where AI can make such a
difference as well.

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Jessica, thanks so much for joining us.

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Thank you.