Decoding the power of AI in modern marketing

As most organizations are acutely aware, the world of AI is full of disruptive possibilities. Organizations need to adopt, or they’ll be left behind.   

Phil Lockhart, Global Chief Digital Officer at Credera, spoke on this topic as part of a panel at a recent digital conference, The Power of AI in Modern Marketing. 

Below is a summary of the key discussion points, along with video highlight clips. Lockhart unpacked the challenges, trends, and risk mitigation strategies associated with AI, and shared the winning formula for leveraging AI. 

Multimodal AI: Redefining the future of marketing 

An exciting trend that emerged from the panel conversation was the rise of multimodal AI. Unlike basic AI models (unimodal), multimodal AI can process information from images, videos, and text to generate insightful outputs or responses. Imagine a marketing campaign that can seamlessly analyze customer reviews, social media trends, and even video testimonials to provide actionable data—that's the power of multimodal AI in action. 

Business alignment: The cornerstone of AI success 

The discussion also emphasized a crucial truth: Simply acquiring AI capabilities isn't a magic bullet for success. Many companies overlook how AI integrates with their existing workflows, but aligning AI with your established business processes is the cornerstone of driving adoption and achieving a return on investment (ROI). Think of a powerful engine—while it has impressive technology, it remains immobile without a compatible frame. Similarly, seamless integration with existing marketing infrastructure is critical for optimal AI performance.  

Boosting productivity with AI: From social media chaos to brand advocacy 

Lockhart further explored the real-world impact of boosting productivity with AI, emphasizing its influence on social media strategies. He highlighted the power of AI in identifying and addressing anomalies, ultimately improving brand reputation.  

As an example, he shared how Credera built an AI solution for anomaly detection to assist a leading CPG company in monitoring social interactions. The AI solution effectively identified unusual patterns in their social media data and created an end-to-end brief, including the objectives and the impacted audiences. This is just one proactive approach to managing customer sentiment that allows brands to cultivate a community of loyal brand champions.  

Aligning AI: The winning formula 

Lockhart emphasized the significance of integrating AI into specific business processes instead of approaching AI as a standalone innovation project. Successful companies align AI with specific problems, making it easier to measure cost reductions, scalability, and effectiveness. Lockhart also suggests appointing a business leader to oversee AI's ROI, ensuring that it aligns with strategic goals rather than technical interests. 

The bottom line 

The panel highlighted a powerful message: AI can enhance and improve marketing initiatives when it's a well-oiled machine working in harmony with your existing business processes. By aligning AI with your marketing goals, focusing on measurable outcomes, and establishing clear accountability, you can unlock the potential of AI and drive success in your marketing efforts. 

Studies show 87% of AI projects fail to move beyond the proof-of-concept (POC) stage, but Credera has found repeated success with our AI process.  Our expertise in aligning AI with business strategies ensures that AI initiatives are not just innovative, but also impactful and ROI-driven. Credera can help you deliver exceptional customer experiences by gaining deeper insights into customer preferences, enabling highly personalized interactions at scale. Reach out to start a conversation.  

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