Marketing AI strategy: What is your why?

by | Mar 20, 2024 | Content, Strategy

AI requires strategy, especially when used for marketing. Let’s face it, there is a lot of temptation out there to just start using AI tools to do your work. So many promise efficiency, higher performance, better data, etc. And while that’s probably true, some thought is required before using them. Our recommendation? Companies should figure out their “why” and create an actual marketing AI strategy. You will be the most successful in this new way of doing work! 

Whether you’ve been using AI for some time or are just getting started, there is no time like the present to create a strategy. Here are a few tips to get you started:   


Start by assessing your problem or your “why”

What is your goal for using AI with marketing; what are you trying to achieve? “Efficiency” is probably the first thing that comes to mind. This is great, but you need to go deeper. What exact tasks do you want to be more efficient and why is that necessary? Is it writing, project management, social media, or data analysis? Are you wanting to create more of something, or does it come down to dollars saved?  

At the beginning of the year, your organization (more than likely) created product and revenue goals. The use of AI for your team and your company should tie directly into those. Take the time necessary to think through your “why”. If you are concerned about the time this will take or if you’ll miss out on something new and important, don’t worry. AI will still be there. It’s not a race, it’s a long game.

“You’ve got to get clear about the why and how that connects to sustained business value. You’ve got to take a breath and make sure you’re clear on what the north star is for the enterprise in getting there.”  — Craig Gorsline, Chief Growth Officer at Avanade


Create the actual AI strategy

Now that you know the real reasons for using marketing AI tools, you can build out the strategy. The strategy should start with an overview of the main objectives for using AI, which departments will be using AI and why. From there, you can drill down into specific tasks and platforms that will be used.

This step requires research. There are many different AI options out there, some that are for single use and others that can do multiple things, and it can be plain overwhelming to try to figure out the best one to use. But, now that you know your “why” and the goals you are trying to achieve, it will help narrow down the selection. 

In addition to serving up the tools your organization or team will use, it is also just as important to train your team on proper use and have an AI policy in place. Make your expectations clear. And, prevent situations where:

  • Team members can go rogue
  • Accidental misuse of client data
  • Invasion of privacy  

Your job is to make using AI in your organization as foolproof as possible — especially for marketing.

“Without an AI strategy, organizations risk missing out on the benefits AI can offer. A successful AI strategy will also provide a roadmap for addressing challenges, building necessary capabilities and ensuring a strategic and responsible application of AI into the fabric of the organization.” —Matthew Finio, Content Writer, IBM Consulting


Reassess your strategy on a routine basis 

The world of generative AI is constantly changing. To meet demand, objectives and organization/customer expectations, you need to reassess and adjust your AI strategy regularly. How often this happens depends on your business offerings and objectives. You may find it useful to review your strategy every quarter, or maybe every six months. It could also align with when your team reviews business goal progress. 

The rate of business changes and the speed at which AI tools are being developed and reiterated require you to stay on your game. An AI strategy isn’t a one-and-done thing, revisit often, and adjust. 

“Organizations should develop dynamic ways of assessing their strategy to ensure it remains responsive to ever-changing market and technology developments. As the organization’s core business strategy and AI capabilities mature over time, leaders should continually sharpen their goals, moving beyond staying competitive to increasingly using AI and ML as competitive differentiators.” – Deloitte, How to create an effective AI strategy


Get a little help from a friend

For overall business success, getting really clear about what you want to achieve with AI helps drive your overall strategy, what tools you are going to use and how you are going to use them. This can feel pretty heavy for anyone to manage. Don’t be shy about bringing in outside resources and people for support.

When it comes to figuring out which AI tools to use for your marketing strategy, we can lend a hand. Reach out to us today to discuss your marketing and AI strategy.