B2B NewsPet industry newsWhat marketers should keep in mind when adopting AI

What marketers should keep in mind when adopting AI

-

- Advertisment -spot_img


AI applications and generative AI tools are becoming more widely available to marketers, but are marketers ready for them? Do they have the skills needed to adopt this technology and take full advantage of its capabilities? 

That was the focus of a panel at The MarTech Conference, here are some of the takeaways from that discussion.

AI requires human supervision

As AI evolves, capabilities will expand. Can AI take over a specific business function and run it unaided? Not yet, according to Ricky Ray Butler, CEO of BENlabs, which uses AI to place brands’ products in entertainment and influencer content.

Artificial general intelligence or AGI is the kind of technology that is completely automated, and that’s simply not available yet.

“There is still human supervision [required] when it comes to data inputs or [telling the AI] what the purpose is to have successful outcomes,” said Butler.

“What AI really brings to the table is when it comes to the feedback loop,” he said. “It can structure data and a massive amount of data in a way that the human mind can’t even comprehend or compute. And it can do that at a scale where it can look at millions and millions of videos and monitor, prioritize and then also…make predictions with successful outcomes or or potentially unsuccessful outcomes. We are literally building a brain when we’re leveraging this type of technology to do what the human mind does, but to be able to do it even better and even more accurately.”

Dig deeper: A beginner’s guide to artificial intelligence

Generative AI writing tools need writers

Generative AI writing tools position themselves as writing assistants, not writers, said Anita Brearton, CEO of marketing technology management platform CabinetM.

“[These tools] describe their value prop as productivity,” she said. “They can help you write faster, they can improve SEO in fact.”

They can also help writers get started when all they’re staring at is a blank page. “They’re good for refining texts and creating some A/B versions of texts,” Brearton said.

Generative AI continues to improve in order to help creatives make text-based and visual content.

“I think we’re entering a very disruptive phase for creativity for designers, illustrators, video producers and writers,” said Paul Roetzer, CEO of the Marketing AI Institute 

A marketer’s point of view is more important than ever

As AI gets adopted for more marketing functions, marketers using these tools are needed to guide the technology and point it toward specific marketing objectives.

“The issue right now is the AI doesn’t have your knowledge of your product, it doesn’t have a knowledge of your customers, it doesn’t have knowledge about the internal politics of your company,” said Pam Didner, VP of marketing for consultancy Relentless Pursuit. “[AI doesn’t] have knowledge about even the road map that you are going to produce for your company. So AI can write very well, but you still need to add your own point of view. That’s where a human comes into play.”

Leaders need to know about AI when hiring

When AI is adopted by organizations, leadership needs to know how work has changed so they make the right hires.

“ChatGPT woke everyone up to AI, so we’re all testing the tools,” said Roetzer. “There’s pressure on CMOs and CEOs from boards and investors to figure out AI. Everybody needs to have a plan, and you have a whole bunch of leaders who don’t understand the underlying technology that now have to make decisions around staffing.”

He added, “We need to rapidly accelerate the comprehension of what AI is and what it’s capable of doing, what its limitations are. But, also [we need] to come to grips with where it’s going.”


Get MarTech! Daily. Free. In your inbox.


Register and watch The MarTech Conference here.



Source link

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest news

“研学热”:一场“旅游+教育”的神奇化学反应

东南网8月26日报道(本网记者郑琦/文)日前,福建省文化和旅游厅评选出福建中青国际旅行社有限公司、福建智行研学教育科技有限公司等23家“优秀研学旅游服务机构”。省文旅厅将通过发挥优秀机构的典型示范效应 Source link

18个项目260亿!绍兴城市推介会走进港澳

“由衷期待双方以此次推介会为契机,持续深化经济、科技、教育、文化、体育等各领域沟通交流,努力打造更多标志性合作成果。”12日-14日,2024“港澳·绍兴周”在香港启幕,绍兴市委书记温暖率市代表团赴香 Source link

这种“教育”竟能做出撩动人心的美食?

30岁裸辞去蓝带学厨艺,毕业后仅仅用了2年的时间就一举成为百万粉丝的美食博主。这一次我们邀请到了美食博主徐人宇Vincent,以及蓝带国际大中华区董事总经理、澳大利亚蓝带学员商凌燕女士、蓝带巴黎学员侯 Source link

撒网预热进行时,小轮车推广进校园

伴随着奥运会资格系列赛·上海的临近,城市体育节撒网预热期的推广活动日益火热。4月以来,不同主题的运动项目进入商圈、学校,让更多人体验到这些城市运动项目的乐趣。近日,“极限宝贝bmx初体验骑进校园”系列活动亮相上海市黄浦区 Source link
- Advertisement -spot_imgspot_img

撒网预热进行时,小轮车推广进校园

伴随着奥运会资格系列赛·上海的临近,城市体育节撒网预热期的推广活动日益火热。4月以来,不同主题的运动项目进入商圈、学校,让更多人体验到这些城市运动项目的乐趣。4月30日上午,“极限宝贝bmx初体验骑进校园”系列活动亮相上 Source link

话说杨浦丨“赛艇女孩”,你在哪里?

上海海洋大学的历史可上溯至1912年成立的江苏省立水产学校。2006年,位于杨浦区军工路的上海海洋大学前身——上海水产大学,积极响应上海市教委号召,成功组织了“阳光体育大联赛”。宣传、动员过程中,学校 Source link

Must read

Lady Gaga and Cardi B Meet at the Grammys

What was expected of her was the same thing...

Jennifer Aniston’s Ex Justin Theroux Wishes Her Happy Birthday on Instagram

What was expected of her was the same thing...
- Advertisement -spot_imgspot_img

You might also likeRELATED
Recommended to you


Warning: Invalid argument supplied for foreach() in /www/wwwroot/b2b/wp-content/themes/Newspaper-child/footer.php on line 40