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.