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May 30 2023
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5 QUESTIONS TO ASK WHEN INTEGRATING GENERATIVE AI INTO YOUR MARKETING STRATEGY

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5 QUESTIONS TO ASK WHEN INTEGRATING GENERATIVE AI INTO YOUR MARKETING STRATEGY

 * Deloitte Digital


TOPICS

 * Artificial Intelligence
 * Digital Experiences
 * Digital Marketing
 * Digital Trends
 * Marketing Strategy

Deloitte Digital
 * Artificial Intelligence
 * Digital Experiences
 * Digital Marketing
 * Digital Trends
 * Marketing Strategy

Share

Share this


5 QUESTIONS TO ASK WHEN INTEGRATING GENERATIVE AI INTO YOUR MARKETING STRATEGY

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Are you ready to explore generative AI as a creative accelerator for your
business? Here are the key questions to answer before you begin. 
With the rise of new technologies like artificial intelligence (AI) impacting
our personal and professional lives, many business leaders are starting to
explore innovative ways to use these tools to enhance their marketing
operations. 



WHAT IS GENERATIVE AI?

Generative AI is a tool that can generate text and images in a broad array of
styles and formats from simple text-based “prompts.” From creating a taco ad in
the style of Salvador Dali to writing social copy for a new product launch, new
generative AI tools can create sophisticated and personalized outputs quickly,
pulling from a vast library of data about human language and aesthetic styles.

This makes marketing an arena where generative AI can drive massive
transformation if implemented correctly. The ability to rapidly generate
personalized, contextually relevant text and images offers the potential to
achieve true personalization at scale for many marketing organizations. But the
tools are not without their challenges and costs.

Is your organization ready to welcome generative AI as a creative partner in
your next campaign? Here are five questions to consider first:


1. WHICH KEY BENEFITS ARE YOU HOPING A GENERATIVE AI PROGRAM WILL BRING TO YOUR
MARKETING ORGANIZATION?

Each organization’s needs are different, hinging on its specific goals, budget,
and planning horizon. Before you begin implementing generative AI, be sure you
are crystal clear on what success looks like for your business. Is your goal to:

 * Quickly scale more personalized experiences? Today’s customer wants an
   experience catered to their unique needs, and those needs are constantly
   evolving. AI tools can provide deeper consumer insights to inform and create
   scalable, highly personalized marketing campaigns.
 * Stay ahead of the competition? AI can be a powerful tool to help identify and
   meet customer needs, find and target the right audiences, boost engagement,
   and more. Successful implementations can help organizations deepen brand
   loyalty and innovate to meet the future needs of your customer.
 * Enhance productivity and reduce cost? Though there may always be an element
   of human oversight when using AI, these tools can help to automate repetitive
   tasks to drive efficiency and streamline processes so that people have more
   time and opportunity to do creative and strategic work.
 * Win more customers? With more profound insights into customer preferences and
   behaviors at their fingertips, marketers can create experiences and content
   that engage the right customers at the right time in their journey. 




2. HOW CAN GENERATIVE AI HELP YOU KEEP THE CUSTOMER FIRST?

Having a well-thought-out AI strategy that learns to adjust and interpret
customer behaviors and desires in real-time will more likely be welcomed than
rejected by your customers. To develop your AI strategy, consider these
recommendations:

 * Adjust to your audience. Personalization can provide powerful insights and
   allow for the development of relevant content for customers both on and off
   the website, but AI-driven advertising can also feel invasive. Make sure you
   understand where that line is for your target audience, and be prepared to
   track, measure, and adjust quickly if you notice negative feedback on your
   first efforts.
 * Identify pockets where generative AI will be more accepted than others. Look
   for areas of your customer experience where the use of generative AI will
   more likely be accepted. Are your customers already accustomed to conversing
   with chatbots or other text-based components? This may be an area of existing
   trust that can be expanded on with AI.
 * Give customers control. AI can provide more opportunities for organizations
   to hear directly from customers and use what they learn to drive increased
   engagement and loyalty. You can then use the data to build more effective and
   meaningful content to connect with your audience. 




3. HOW CAN GENERATIVE AI HELP YOU ENHANCE AND SUPPORT THE CREATIVE TALENT IN
YOUR ORGANIZATION?

Use generative AI as a starting point for ideas instead of a final output for
solutions. When tackling a challenging problem, AI can help creatives develop
concepts to build on, but it shouldn’t replace creative jobs. Consider these
recommendations:

 * Use AI to develop creative ideas. Generative AI can be a catalyst for
   marketers as they brainstorm and visualize solutions to complex problems.
   When a situation seems too complex, a generative AI tool can serve as the
   first step to finding the right solution by compiling a wide variety of
   potential solutions to select from. Your creative team then plays the vital
   role of shaping and revising those outputs, providing guidance, quality
   control, and thoughtful prompt inputs to develop an effective overarching
   strategy.
 * Identify innovative approaches to customer outreach. Using AI for customer
   modeling, targeting, and segmentation solutions helps to deliver highly
   qualified audiences for marketing activations. Additionally, generative AI
   can assist your team in developing new campaign outreach strategies. The
   bottom line is that generative AI can help, but real people are still needed
   to guide and validate the orchestration of its outputs into a strategic
   end-to-end solution.
 * Include human judgment and empathy. AI’s ability to augment human creativity
   can spark new ways of working that blend the best of what machines do with
   what humans bring to the collaboration: judgment and empathy. Build processes
   so that humans stay in charge of decisions that require thoughtful judgment
   and emotional intelligence.
 * Create twins and accelerators. In addition to helping iterate during the
   early stages of the creative process, generative AI can be used to create
   digital twins to simulate people and experiences; to develop personalized
   media in a variety of formats and resolutions; as an engineering accelerator
   for experience design and development; and as an efficiency tool across
   marketing operations functions.  




4. HOW CAN YOU ENSURE THAT GENERATIVE AI OUTPUTS WILL BE TRUSTWORTHY AND
ETHICAL?

Customers should be able to trust that the data they share will be used
ethically and without bias by organizations and the AI algorithms they employ.
By focusing on AI bias and emphasizing AI ethics, companies can help protect
customer data—while building brand equity and customer trust. Deloitte’s
Trustworthy AI Framework offers these guiding principles:

 * Fair and impartial. Assess whether AI systems include internal and external
   checks to help enable equitable application across all participants and make
   a plan for how to implement those checks in a transparent and accessible way.
 * Transparent and explainable. Help participants understand how their data can
   be used and how AI systems make decisions. Algorithms, attributes, and
   correlations should be open to inspection.
 * Responsible and accountable. Put an organizational structure and policies in
   place that can help clearly determine who is responsible for the output of AI
   system decisions.
 * Robust and reliable. Confirm that AI systems have the ability to learn from
   humans and other systems and produce consistent and reliable outputs.
 * Respectful of privacy. Respect data privacy and avoid using AI to leverage
   customer data beyond its intended and stated use. Allow customers to opt in
   and out of sharing their data.
 * Safe and secure. Protect AI systems from potential risks (including cyber
   risks) that may cause physical and digital harm.




5. HOW WILL YOU MEASURE GENERATIVE AI’S EFFECTIVENESS IN CONNECTING WITH
CUSTOMERS?

Quantity of output does not equal quality of results. A successful
implementation will need to carefully think through what KPIs will be your best
signal of successful integration. Here are a few steps you can take to assess
impact:  

 * Choose the right metrics to measure success. Identify key performance
   indicators to indicate success. This could be click-through rates, conversion
   rates, cost reduction and throughput increase, or any other relevant metric
   that aligns with business objectives and customer needs and expectations.
 * Conduct A/B testing. Test different implementation versions to determine
   which types of content perform better. By using generative AI to create
   multiple different ad or email campaign versions, marketers can compare the
   results to determine which option performs better against a control.
 * Monitor performance. Monitoring the performance of messaging and campaigns to
   measure their effectiveness is critical. To do so, marketers should track
   both individual campaigns and overall trends. Additionally, keep a close,
   human eye on what matters to the business and its customers to ensure the
   generative AI strategy is solving the right problems and generating the right
   responses over time.

Whatever your goals may be, implementing generative AI can have surprising
impacts on many aspects of your organization. From delivering new operational
efficiencies and helping your staff build new skillsets, to providing technology
support or a new set of policy implementations, the opportunities are endless
and you’ll need to have a clear and cohesive roadmap and change-management plan
to ensure that your implementation is achieving its intended results.  

Contact us to begin building the generative AI roadmap for your marketing
organization today

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