Generative AI has been seen by some as a sort of magical tool that is able to create unique images, voices, and videos with minimal effort. But it has been extremely controversial for creative professionals. In these early days of the technology, some less-than-honest creators have been using it as a quick shortcut that used AI-generated imagery. AI-generated images often appear high quality at first glance, but contain inconsistencies in areas including hands, fingers, or background details. Once your eye is trained to spot these flaws, they cannot be unseen.
AI can be very positive or very negative, very constructive, or very destructive. AI is a Language Learning Machine [LLM]. Feed it with falsehoods and immoral or illegal information, you will end up with a vey evil machine. Feed it with wisdom and absolute truth, you will end up with a very helpful, powerful, and constructive assistant.
I created my own AI assistant, a clone of myself fed with wisdom, veracity, and exactness. Here is how to get started in using AI to look at data and engagement, helping harness creative marketing potential.
In the face of macro headwinds, many marketing teams have shifted their focus towards efficiency and return on investment (ROI), inadvertently relegating creativity to the backseat. This efficiency-driven approach, while necessary, often results in marketers spending a significant amount of time on routine tasks, leaving less room for creative experimentation. On top of that, marketers may lack the knowledge or access to innovative tools and technologies that can foster creativity. This dynamic presents a unique challenge for marketing teams striving to balance efficiency with creative innovation.
Artificial Intelligence (AI) presents a promising solution to this productivity paradox. Furthermore, AI can provide a canvas for experimentation, sparking creativity by offering new ways to engage audiences and personalize content. And many marketers seem eager to embrace these opportunities. Marketers clearly recognize the potential, but the reality is many marketers and consumers are still learning about AI, including how to put it into practice. The complexity of AI technologies coupled with a lack of knowledge about how to effectively use them can be a major barrier to reaping its benefits. Overcoming these obstacles is crucial for marketers to fully harness the potential of AI in fostering creativity while maintaining efficiency.
So, what can marketing leaders do to set their teams up in 2024 for success?
A staggering 98% of surveyed marketers identified issues holding them back from being creative and strategic. The obstacles are not singular, but rather a combination of four parallel challenges, and the focus areas are not all too surprising. These include an overemphasis on KPIs that stifles creativity, too much time spent on routine tasks, a lack of technology to execute creative ideas, and difficulty demonstrating the ROI of creativity. Helping marketing teams execute faster and more effectively is a powerful first step to help them move past these challenges and get back to the work they’re passionate about.
AI’s Role in Achieving Data Agility and Higher Productivity
With more time for strategic work, marketers can tackle challenges associated with breaking down silos across teams to leverage data more effectively and drive business outcomes. Despite the vast amounts of data generated daily, only 24% of brands are currently mapping customer behavior and sentiment, and a mere 6% are applying customer insights to their product and brand approach.
This underutilization of data is a missed opportunity, especially considering AI’s capacity to process, analyze, and draw meaningful insights from complex data sets, enabling it to predict customer behavior, preferences, and trends. AI can be the bridge that by enabling businesses to make informed strategic decisions that significantly impact the customer experience.
By leveraging AI and breaking down silos between teams, brands can achieve higher productivity to gain a competitive and creative edge. As businesses move beyond vanity metrics and aim to deepen first-party relationships with customers, it is crucial that they can quickly act on data to create personalized experiences in-the-moment and at scale. And doing this can really pay off.
Marketers Need Cross-Functional Allies
For teams to be strategic, creative, and maximize their data usage for customer engagement they need to work more cross-functionally. Unlocking the full potential of AI necessitates a deeper collaboration with teams responsible for data management, including those handling data warehouses, business intelligence applications, CRMs, and other data-rich platforms. The siloed approach of the past is no longer effective in a world where customer touchpoints require stronger alignment and partnership between teams that manage data to power experiences across various channels. This type of collaboration requires a shift in mindset, breaking down departmental barriers, and encouraging open communication, especially as execution moves faster with AI.
At JMD Live ONLINE BUSINESS CONSULTING, we use AI not only to help our customers craft creative, personalized experiences, but we also experiment with AI in our own marketing to save valuable time and resources in customer engagement, while increasing our strategic cross-functional collaboration and creativity in social and digital engagement.
AI is a transformative force that is reshaping marketing. The challenges marketers face today, from the pressure to deliver ROI, the time-consuming routine tasks, to the underutilization of data, are not insurmountable. However, the journey to fully realize the benefits of AI requires not just the adoption of technology, but also a shift in mindset, a commitment to continuous learning, and a culture of cross-functional collaboration. Only then can we fully unlock the creative potential of AI.
Michel Ouellette JMD, ll.l., ll.m.
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J. Michael Dennis, ll.l., ll.m.
Business & Corporate Strategist
Systemic Strategic Planning
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J. Michael Dennis ll.l., ll.m. Live 
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