an artist s illustration of artificial intelligence ai this image visualises the benefits and flaws of large language models it was created by tim west as part of the visualising ai pr

The best way(s) to start using AI in your marketing

This article was based on the interview with Danny Maloney of Tailwind by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Starting to utilize artificial intelligence (AI) in marketing can greatly benefit marketing teams and leaders. AI technology has the potential to automate tasks, generate insights, and provide support in content creation. By incorporating AI into their strategies, marketers can enhance their efficiency, productivity, and overall effectiveness.

One of the first steps for marketing leaders is to have a conversation with their team. It is important to create a safe space where team members can share their experiences and knowledge about AI. This conversation can help leaders understand what their team is already doing with AI and identify areas where AI can be further utilized.

For individual contributors or learners, it is recommended to start by picking one workflow or task that can be improved with AI. This could be something that is time-consuming, repetitive, or not the best use of their skills. By investigating the options available and trying different AI tools, individuals can find solutions that make their work faster, more efficient, and more enjoyable.

It is important to be willing to fail and test different approaches or tools. AI technology is constantly evolving, and what works today may not work tomorrow. By being open to experimentation and learning from failures, marketers can adapt to the changing landscape of AI and continue to improve their strategies.

It is also important to note that while AI can automate certain tasks and provide insights, it cannot replace human creativity, vision, intuition, and strategic thinking. AI should be seen as a tool to augment and enhance human capabilities rather than replace them. Marketers should continue to rely on their expertise and use AI as a support system to free up time for more creative and strategic aspects of their work.

AI enhances human creativity in marketing by automating tasks, generating insights, and providing support in content creation. While AI cannot replicate human vision, intuition, and strategic thinking, it can significantly augment these capabilities and free up time for marketers to focus on more creative and strategic aspects of their work. The integration of AI into marketing teams will likely continue to evolve, and it is an exciting prospect for the future of marketing. However, it is crucial for marketing leaders to approach AI adoption with a clear objective, test and validate its effectiveness, and be open to learning and adapting as the technology evolves.

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