Part 3 of a 3 Part Series: How to Gain a Marketing Advantage with Gen AI (and Avoid the Pitfalls)

Brian McHale

Part 3 of a 3 Part Series: How to Gain a Marketing Advantage with Gen AI (and Avoid the Pitfalls)

In this final installment of a three-part series focused on how we safely and responsibly integrate Gen AI into our business, we get down to initial execution. Parts one and two focused on the critical pillars of success with Gen AI: best practice, education, and tools. So, where do we go from here?

We have found that a good place to start is using Gen AI to help you automate your most routine tasks. There’s less risk as you are learning how to work with Gen AI if you focus it internally in a controlled environment. We started by asking our entire staff to identify their most repetitive-tasks. The types of mundane things they would love to get off their plates.

We looked at the responses and found many of the usual suspects in the results – controlling email, billing, and production-oriented content generation, among others. We estimated the value that could be brought through some Gen AI applications and worked toward solving for as many of them as possible. The end goal being to remove activities from people’s to-do lists that are keeping them from adding real value to our business and our clients’ businesses. We also want to create an even better work environment and continue to focus on career development for our people.

One of our earliest use-cases was the development of a client’s initial monthly social media content calendar that considered all of the special and public events across a specific geography, new product features as well as other key brand events. The result was a turnkey tailored calendar aligned with our content strategy that serves as an initial jumping off point for the creation of a more formal monthly content calendar.

An enterprise version of Gen AI, Power Automate and Python were used to create the skeleton. This enabled us to automatically identify and research events, process data from one platform to another and manipulate the data into a desirable final format. Even though our new process required two steps to keep all of the data private, the time to produce the skeleton was reduced by several days. This monthly process can now be triggered as needed and modified by client.

By taking a disciplined approach and keeping communication channels open, we are off to a strong start with Gen AI across all areas of the company. Our responsible approach to the technology has allowed us to quell fears that many in the marketing world have raised over the use of Gen AI. We are getting the most out of it for our clients and our people while avoiding many of the pitfalls that can naturally occur with the use of Gen AI.

I would like to recognize and thank The Marketing AI Institute for practical resources that have helped us not only develop some of our plan of attack but also help to educate our people on Gen AI.

This technology continues to move at lightning speed, and we will continue to share our Gen AI thoughts and experiences as we evolve with it, so stay tuned for more from Brandience and the Brandience AI Hub.

Part 3 of a 3 Part Series: How to Gain a Marketing Advantage with Gen AI (and Avoid the Pitfalls)

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