{"id":911,"date":"2024-07-03T15:13:23","date_gmt":"2024-07-03T15:13:23","guid":{"rendered":"https:\/\/www.yellowfalconmedia.com\/blog\/2024\/07\/03\/how-to-design-an-ai-marketing-strategy-hbr-org-daily\/"},"modified":"2024-07-03T15:13:23","modified_gmt":"2024-07-03T15:13:23","slug":"how-to-design-an-ai-marketing-strategy-hbr-org-daily","status":"publish","type":"post","link":"https:\/\/www.yellowfalconmedia.com\/blog\/2024\/07\/03\/how-to-design-an-ai-marketing-strategy-hbr-org-daily\/","title":{"rendered":"How to Design an AI Marketing Strategy &#8211; HBR.org Daily"},"content":{"rendered":"<p>In order to realize AI&#8217;s giant potential, CMOs need to have a good grasp of the various kinds of applications available and how they may evolve. This article guides marketing executives through the current state of AI and presents a framework that will help them classify their existing projects and plan the effective rollout of future ones. It categorizes AI along two dimensions: intelligence level and whether it stands alone or is part of a broader platform. Simple stand-alone task-automation apps are a good place to start. But advanced, integrated apps that incorporate machine learning have the greatest potential to create value, so as firms build their capabilities, they should move toward those technologies.<br \/>At many firms, the marketing function is rapidly embracing artificial intelligence. But in order to fully realize the technology\u2019s enormous potential, chief marketing officers must understand the various types of applications\u2014and how they might evolve.<br \/>Classifying AI by its intelligence level (whether it is simple task automation or uses advanced machine learning) and structure (whether it is a stand-alone application or is integrated into larger platforms) can help firms plan which technologies to pursue and when.<br \/>Companies should take a stepped approach, starting with rule-based, stand-alone applications that help employees make better decisions, and over time deploying more-sophisticated and integrated AI systems in customer-facing situations.<br \/><span class=\"lead-in\">Of all a company\u2019s functions, <\/span><span class=\"lead-in-large\">marketing has <\/span> perhaps the most to gain from artificial intelligence. Marketing\u2019s core activities are understanding customer needs, matching them to products and services, and persuading people to buy\u2014capabilities that AI can dramatically enhance. No wonder a 2018 <a href=\"https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/featured%20insights\/artificial%20intelligence\/notes%20from%20the%20ai%20frontier%20applications%20and%20value%20of%20deep%20learning\/notes-from-the-ai-frontier-insights-from-hundreds-of-use-cases-discussion-paper.ashx\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> analysis of more than 400 advanced use cases showed that marketing was the domain where AI would contribute the greatest value.<\/p>\n<p>Chances are, you haven&#8217;t asked the right questions.<\/p>\n<p><a href=\"https:\/\/news.google.com\/rss\/articles\/CBMiPmh0dHBzOi8vaGJyLm9yZy8yMDIxLzA3L2hvdy10by1kZXNpZ24tYW4tYWktbWFya2V0aW5nLXN0cmF0ZWd50gEA?oc=5\">source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In order to realize AI&#8217;s giant potential, CMOs need to have a good grasp of the various kinds of applications available and how they may evolve. This article guides marketing executives through the current state of AI and presents a framework that will help them classify their existing projects and&hellip;<\/p>\n","protected":false},"author":1,"featured_media":912,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/posts\/911","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/comments?post=911"}],"version-history":[{"count":0,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/posts\/911\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/media\/912"}],"wp:attachment":[{"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/media?parent=911"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/categories?post=911"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/tags?post=911"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}