If there’s one piece of advice that every CMO is getting right now, it’s to get out in front of artificial intelligence (AI). And while AI can’t be ignored, it’s still a little too soon to be placing it at the top of your priorities.
Of course, no CMO wants to get left behind or look like a luddite. Every senior marketer recognises the importance of constantly keeping pace with the latest technology, and to have an informed view that they can share with their board. However, this is hardly uncharted territory for an experienced CMO, who will know that a measured approach is key when dealing with a game-changing innovation or approach.
It's really about striking the right balance between not being too sceptical or dismissive, and not being completely sucked in by all the hype.
Managing the C-suite’s expectations
When it comes to adopting AI, there will undoubtedly be pressure exerted by CEOs on their CMOs. Many of us have felt the pain of being challenged by a CEO who’s just read an article or listened to a podcast on the next big thing in marketing and then ask, ‘why aren’t we doing this?’ There’s an inevitability that this will be happening with AI in most businesses on the planet right now.
And while the C-Suite is full of extremely smart and savvy leaders, few really get marketing. This is especially the case as it’s become more and more complex. And this is both unsettling and frustrating for CEOs who like to feel that they’re in the know. It’s one of the biggest reasons why the role of the CMO has proliferated in recent times - the C-Suite is looking to the CMO to give them all the answers.
Nevertheless, there is still the undeniable fact that AI is a major technological breakthrough, and one that has to be taken seriously. We’re still a long way from synthetic androids, flying cars or Skynet. But AI is enabling data analysis, content creation and process execution far beyond the maximum speed and capability of human endeavour. And we still don’t know just how far it could go.
Evolution, not revolution
AI is obviously the trend of the moment, and at times like this, marketing agencies and martech providers will always jump on the bandwagon. They reinvent themselves, launch new services with no substance or expertise, with the aim of exploiting a potential boom. How many software tools and agencies are now miraculously ‘AI-driven’?
But there is a real danger of businesses running before they can walk with AI. The technology is still in its infancy, and many of the use cases for AI are still unproven. What’s more, many marketers already have more tech at their disposal than they know what to do with, and adding more just makes things even more complicated.
Ultimately, AI capabilities will be programmed into existing marketing platforms and solutions, which is why all the major martech vendors are making significant investments in artificial intelligence. In June 2023, Salesforce announced a $500m investment into Generative AI. At Hubspot’s Inbound conference in September 2023, the company announced its commitment to generative AI, and shared around 200 new features that would be powered by Generative AI. This means AI will be at the core of their applications: it will all be ‘built-in’, making AI easy to adopt and work with as part of every marketers’ working day.
As a result, there’s no need for CMOs to obsess about AI tools and platforms right now. Instead, it’s better to wait for current solutions that incorporate AI to evolve, so that AI capabilities can be introduced gradually, and with confidence that they’re being deployed in the right places.
A change that shouldn’t happen overnight
QR codes, 3D printing, voice-operated eCommerce, VR headsets, NFTs, the Metaverse - what do all these have in common? They were all heralded as the generational game-changers of marketing, only for them to fade into the background as quickly as they emerged.
AI, however, feels different. It’s too big, too out of control and too promising. If any technology is going to be the one that really does shake up marketing, this is it.
However, it’s critical to remember that you’re a marketer, not a data scientist. Many AI gurus are proposing 'the death' of CMOs who aren't betting the farm on being at the forefront of AI. That's just bollocks. Firstly, it's not realistic and secondly, it would just be a massive distraction from the day job. Realistically, you - or your team - can’t spend an excessive amount of time learning and experimenting with AI - which is what it would take.
Instead, it’s better to be selective and try to get informed as best you can. Be careful and very choosy in terms of who you listen to, and lean towards the sensible voices that deliver a balanced perspective.
A mix of these experts will give you predictions, educational insight and a good deal of pragmatism - Christopher Penn, Seth Godin, Mark Ritson, Paul Roetzer, Katie King and Kieran Flannaghan.
Godin said that ‘only mediocre creatives should fear AI’, and it’s no different with marketers. Too many people are trying to figure out how AI can make them a better marketer. We think you should do exactly the opposite. Focus first on being a great marketer and then figure out how AI can help.
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