How Marketers Can Root AI Use in Strategy, Standards & Business Context

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What We Covered

In today's AI-enabled marketing world, the success of enterprise marketing teams hinges on embracing and integrating AI into daily work. Marketing teams need AI technology that is built specifically for marketing use cases, as opposed to one-size-fits-all AI tools that promise to work across multiple departments or personal AI agents.

Why? In short, it boils down to one word, control. When it comes to AI, it's all about who's in the driver's seat. We can use AI to make significant strides forward, but only if we keep a firm hand on the reins. The secret recipe to outsized productivity gains is rooting AI use in strategy, standards, and business context.

The Transformational Imperative of AI

This grandiose statement is from Google CEO Sundar Pichai, who has articulated what many of us in the industry are feeling: we are undergoing probably the biggest technological shift since the Internet. This is not just a tool; this is a significant change in the marketing landscape.

As marketers, we now find ourselves facing a transformational imperative to rethink marketing strategies and practices in light of AI’s capabilities. Some companies will thrive by leveraging AI effectively, while others may struggle.

Being Intentional with AI: Standards, Strategy, and Scale

My argument here is that there are three things that you need to be intentional about when it comes to AI:

1. Standards: What quality and ethical practices are we implementing?
2. Strategy: How must our marketing approach evolve due to AI?
3. Scale: In what ways can AI help us scale our efforts?

Setting standards is crucial, and teams must commit to reviewing AI-generated content to ensure quality and adherence to brand guidelines. Strategy must evolve to incorporate AI capabilities while maintaining a focus on marketing fundamentals.

Jasper in Practice and the Role of Purpose-Built AI

The context is essential. Utilizing Jasper involves understanding how to propagate core information and guide teams through campaigns. Our recent acquisition of Clipdrop exemplifies this. We stored a creative brief in Jasper and used it to quickly generate tailored content for various audiences.

Demo: Using Jasper for Marketing Workflows

In a recent demonstration, we highlighted how Jasper can facilitate content creation efficiently. By gathering key details about our business context and utilizing that to form original LinkedIn posts, we showcased how to maintain brand voice while leveraging AI.

Questions & Best Practices

When focusing on increased engagement, using AI to generate variations of content for testing can lead to better conversion rates and more targeted messaging.

Finally, by ensuring your brand's core messaging and positioning are continually updated in your AI systems, marketers can ensure their teams speak the same language, enabling effective communication across platforms.