This article was based on the interview with Bryan Gernert, CEO at Resonate by Greg Kihlström, AI Adoption keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The current marketing landscape presents a paradox. While the transformative potential of AI has become increasingly evident, many marketers find themselves grappling with uncertainty, hesitant to fully embrace its power. This hesitation often stems from a combination of factors, including the rapid pace of technological advancements, concerns about data privacy, and the pressure to demonstrate tangible ROI. However, for those willing to move beyond experimentation and strategically integrate AI into their core operations, the opportunity to not just survive, but thrive, is immense. Bryan Gernert, CEO of Resonate, a leading consumer intelligence platform, sheds light on how AI can empower marketers to navigate this complex environment and unlock sustainable growth.
This isn’t about adding another tool to the marketing arsenal. It’s about fundamentally shifting how we understand and engage with consumers. AI offers the ability to predict behavior, personalize interactions, and generate insights with unprecedented speed and accuracy. By focusing on specific business challenges and leveraging AI to drive measurable results, marketers can move beyond the hype and unlock the true potential of this transformative technology.
Focusing on Business Outcomes, Not Just Efficiencies
Gernert emphasizes that while AI can certainly drive efficiencies, its real power lies in its ability to fuel more effective marketing strategies. He observes that many marketers are currently focused on relatively simple use cases, such as AI-powered content creation. While these applications have value, they often overshadow the more transformative potential of AI to drive revenue growth and deeper customer engagement.
“My perspective is that if you build a marketing capability set that drives better business results, efficiencies will come with it versus focusing on efficiencies first.”
This insight underscores a critical point: AI should be viewed as a strategic enabler of business outcomes, not simply a tactical tool for cost reduction. By aligning AI initiatives with key performance indicators (KPIs) and demonstrating tangible business impact, marketers can build a stronger case for investment and gain broader organizational buy-in.
Navigating Volatility with Predictive AI
In today’s dynamic marketplace, consumer behavior is constantly in flux. Economic uncertainty, evolving data privacy regulations, and unforeseen disruptions create a volatile environment that challenges traditional marketing approaches. Gernert argues that AI-driven predictive analytics can empower marketers to better understand and respond to these shifts.
“Using AI to be able to predict shifts in individual consumers and how to engage that consumer and what’s important… allows you to identify not just trends, because analytics is great, but unless you can take that and drive action, it’s just interesting information.”
This highlights the importance of actionable insights. AI’s ability to predict individual consumer behavior, rather than simply identifying broad trends, allows marketers to personalize messaging, optimize campaigns, and proactively adapt to changing market conditions. This granular level of understanding is crucial for navigating volatility and driving meaningful ROI.
Prioritizing Data Privacy in an AI-Driven World
The increasing reliance on data in AI-driven marketing raises legitimate concerns about consumer privacy. Gernert stresses the importance of responsible data practices and emphasizes that AI can be implemented in a way that respects privacy regulations.
“Choose a solution that leverages pseudo-anonymized data… work with a company that is focused on training models that takes into account things like GDPR, CCPA… look for where there’s transparent consent.”
This advice provides a practical framework for navigating the complex landscape of data privacy regulations. By prioritizing pseudo-anonymization, ensuring compliance with relevant regulations, and obtaining transparent consent, marketers can build trust with consumers while still leveraging the power of AI.
Preparing for the Future of AI in Marketing
The rapid pace of AI development requires a proactive approach to talent development and organizational adaptation. Gernert advises marketing leaders to foster an “AI-forward” culture within their teams, encouraging experimentation and continuous learning. He also emphasizes the importance of focusing on specific business problems and measurable outcomes.
The future of marketing is undeniably intertwined with the continued evolution of AI. By embracing a strategic, outcome-oriented approach, prioritizing data privacy, and fostering a culture of continuous learning, marketing leaders can position themselves to not only navigate the challenges of today but also capitalize on the transformative opportunities that AI will continue to unlock in the years to come. The key is to move beyond the hype and focus on the tangible, measurable ways in which AI can empower marketers to connect with consumers, drive business growth, and shape the future of their brands.
