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Lessdo,morethink:
Howtosucceedin
theAI-powered
marketingera
Sponsorcontent
COVER:GETTYIMAGES
Customwhitepaper
Lessdo,morethink:Howto
succeedintheAI-powered
marketingera
InsightsfromPriceline,Redfin,Vimeo,GitLab,Strava,CandIterableonAIinmarketing
Itwasn’tlongagothattheconversation
aroundartificialintelligencefocusedonallthethingsthatAIcoulddotoreplacemarketers.
Now,thatargumentisbeingflippedon
itshead.Today’smarketersincreasingly
recognizeAI’sabilitytodothingsforthem,notasareplacementofthem,andaremuchless
likelytoviewAIasathreattotheircareers.
ThemajorityofmarketersnowbelieveAIwillincreasefuturejobopportunitiesandallow
themtoperformtheircurrentrolesbetter.
ThisfundamentalshiftinattitudestowardAIisreflectedinacomprehensivenewsur-
veyfromWakefieldResearch,sponsored
byIterable,arapidlygrowing
AI-powered
customercommunicationsplatformusedbytopbrandsaroundtheworld.Whilecautionremains,AIisnowwidelyacknowledgedasanessentialdriverofmarketingefficiency
andbrandperformance,accordingtothe
onlinesurveyof1,200marketersconductedinSeptember2023.
“It’scrucialformarketerstofocusonhow
AIcanhelpeffectivelyaddresstheirbusiness
challenges,”saidZipporahAllen,chiefbusinessofficeratIterablecustomerStrava,aleading
digitalcommunityforactivepeoplewithmorethan120millionathletes.“Thekeyquestions
shouldrevolvearoundhowAIenablesadeeperconnectionwithcustomers,empowersthecre-ationofadistinct,differentiatedandengagingbrandexperience—andhelpsbringthebrand’smissiontolife.AtStrava,thistranslatesinto
thoroughconsiderationofanynewtechnology,andhowitcanhelpfurthertheathleteexperi-enceandfosterauthenticconnections.”
Atransformativetechrevolution
Percentofmarketerswho…
ArealreadyusingAIintheirjobs.
91%
SeeAIascreatingjobopportunities.
69%
SeeAIasatransformativetechrevolution,
notjustatool.
67%
BelieveAIshouldincreasebusinessmetricsandreflectbetterontheirjobperformance.
49%
AredrawntoAIbecauseitwillhelp
themworkmoreefficiently.
47%
BelieveAIwillincreasetheirskillsand
maketheirworkmoreaccurate.
45%
SeeAIasbecominganintegralpartoftheir
overallskillsetasamarketer.
37%
source:WakefieldResearch
2TheBusinessofBrandsAdAgeFebruary2024
Lessdo,morethink:HowtosucceedintheAI-poweredmarketingera
“Thisreportfindsthatmarketersincreas-
inglyviewAInotasathreatbutasan
enhancer,”saidAshleyKramer,chiefmarketingandstrategyofficeratIterablecustomerGitLab,theAI-poweredDevSecOpsplatform.“Wesee
thesamewithsoftwaredevelopers.AIcandrivetremendousefficienciesthroughoutallorgani-zations,frommarketingtosoftwaredevelop-
ment,aslongassmartguardrailsareinplace.
CompaniesthatuseAItoautomateinefficient
taskswillfreeuptalenttofocusonmorecre-
ativeendeavors,leadingtoimprovedproductiv-ity,innovationandacompetitiveadvantage.”
BringingAItothemassesandacceleratingmarketeradoption
Beyondincreasingconsumers’awarenessofAI,ChatGPThasplayedapivotalroleinshaping
ourperceptionofAI,promptingpeopletoreal-izethatthefutureofworkwillbeacollabora-tionbetweenhumansandtechnology,creatingvalueinwayswe’rejustbeginningtounder-
stand.Formarketers,theimpactofChatGPT’s
“Thisreportfindsthat
marketersincreasinglyviewAInotasathreatbutasanenhancer.
Weseethesamewithsoftwaredevelopers.”
AshleyKramer,chiefmarketingandstrategyofficer,GitLab
successhasgonebeyondthenorm,bringing
aboutmoreprofoundopportunityandrealiza-tion.First,ithasnormalizedusingallformsofAI,notjustthegenerativeversion,asawaytomakeworkeasier,moreinterestingandfun.Inotherwords,itreducestheneedfor“do”timeandincreases“think”time,givingmarketersideastartersandopeningupmorebandwidthforcreativity.
TheseforceshavecontributedtoafurtherandmorerapidaccelerationofAIadoptionin
Aseachangeinsentiment
AIisnowseenascriticaltodrivingefficiency,performanceandoverallsuccess.Still,marketershaveconcernsaboutthefuture.
Jobmaker,nottaker:
Nearly9in10marketersexpressedcon-cernthat“IwillhavetolearnhowtouseAItomaintainmyvalueasamarketer.”
willcreateopportunities
fornewpositions
Needforspeed:
Whenaskedwhatdrawsmarketersto
useAIattheirjobs...
47%
increasingpersonal
skillsets
fosteringmore
accuratework
source:WakefieldIterablesurvey,September2023
31%
sayitwillreplace
workersandtakejobs
69%
ofmarketersbelieveAI
42%
very
concerned
theabilityto
workefficiently
Stillworktodo:
somewhatconcerned
extremelyconcerned
43%
45%
20%
28%
3TheBusinessofBrandsAdAgeFebruary2024
Lessdo,morethink:HowtosucceedintheAI-poweredmarketingera
thelastseveralmonths,accordingtoAdrianaGilMiner,CMOofIterable.
“We’restillintheinitialphaseofadop-
tion,whichisessentiallyaracetoseewhocanharnessthesetechnologiesthefastesttoget
moreproductivityandmanagethecomplexityofscale,”GilMinersaid.“Thenextphaseswillgoalongwaytowarddeterminingtheulti-
matewinnersinthespace.Thefirsthastodowithtestingandexperimentation,wherethepotentialforindividualmarketerstoreapthebenefitsofenhancedproductivitywillbecomeapparent.Inafinalphase,AI’sroleinaccentu-atingthedistinctivevoicesofbrandswilltakecenterstage.”
“I’mfascinatedbythelearningaspectof
AIandtheideaofAIbeingabletounderstand,forecastandaugmenthumanbehavior,”said
LynnGirotto,CMOofVimeo,theinnovative
videoexperienceplatform.“Thatpromiseof
AIbringsmebacktomyrootsasamarketer.
WhenIconsiderwhywetrackandprocess
vastamountsofdataasamarketer,it’sessen-tiallyourattempttodecodehumanbehavior.
Presently,therearelimitationstohowmuchofthebehavioraldatawecangraspandprocess.AIisagatewaytoadeeperunderstandingof
theunderlyingforcessteeringhumanbehavior.Itpresentsanopportunitytogofartherand
understandwhatmakesusdistinctlyhuman.”
Beyondthehype:HowAIisactually
changingmarketing
MarketershavebeenusingAIforpredictive
analyticsandpersonalizedcommunicationsformanyyears.Machinelearning-basedAImodelscanchurnoutcustomerinsightsandhelpmar-keterspredictaudiencesandbuildsegmentsfordigitalcampaigns.
Becausetoday’smarketersarebeingasked
todeliverROIgainswithfewerresources,theyarelookingforopportunitiestoexpandAI
usageacrosstheentirescopeofcampaignswithapplicationsthatcanincreasespeed,efficiencyandperformance.Manyofthoseusecasesfall
intoautomationandoptimization.
Hereisabreakdownofeachcategory,
includingsomerecentexamplesofhow
marketersareemployingthetacticsintheirAI-poweredcampaigns:
Didyouknow?
29%
useAIexclusivelyprofessionally
62%
ofmarketerscurrently
useAIbothfortheirjob
andoutsidetheirjob
source:WakefieldResearch
“I’mfascinatedbythe
learningaspectofAI
andtheideaofAIbeingabletounderstand,
forecastandaugmenthumanbehavior.”
LynnGirotto,CMO,Vimeo
➜Strengtheningcustomerrelationshipsandimprovingbrandperformance
BuildinganautomatedSMS,emailormobile
appcampaignistime-consumingwork.Thereisanarrayofrepetitivemarketingtasksthatcanberemovedfromtheuser,includingselect-
ingtheaudience,creatingfiltersfordifferenttargetsandresponseactions,populatingthecampaignwithimagesand
writingcopy
.MostmarketerswouldbegladtohaveAItakemanyoftheseoperationaltasksofftheirplate.
“Marketersaretellingus:Idonotwant
tosetupcampaignsanymore.Idonotwant
tocrunchdataortakeahalf-daytosetupa
three-stagewelcomeprogram,”saidGilMiner.“They’resaying,Automateallofthatforme,
andsurfacetheinsightsandrecommenda-
tionstogivemetheoptionofmakinghumandecisions.”
4TheBusinessofBrandsAdAgeFebruary2024
Lessdo,morethink:HowtosucceedintheAI-poweredmarketingera
Askthemarketer:
WhichtypeofAIwouldmakeyourjobseasier?
Optimization(e.g.,automatically
recommendingimprovements)
57%
Automation(e.g.,machinesautomatically
dotaskswithoutintervention)
53%
Predictive(e.g.,segmentmostlikelytoconvert)
50%
Generative(e.g.,contentcreation)
49%
source:WakefieldResearch
Whencombinedwithpredictiveanalytics,
AI-drivenautomationfeaturescanhelpmarket-ersstrengthencustomerrelationships,improvebrandperformanceandmeettheirKPIsin
today’sfast-movingmarketplace.Forexample,Redfin,thetechnology-poweredrealestate
brokerage,usedIterable’s
PredictiveGoals
as
partofanemailcampaigntoconvertmillionsofinactiveuserstoactiveonesatatimeofgreat
volatilityinthehousingmarket.Thefeature
tooktheguessworkandmanuallaboroutof
identifyingthehighestconvertingusers,lead-ingtoa15%liftinconvertingbuyerstoanactivestateanda72%liftinconvertingsellerstoan
activestate.AseniorleaderatRedfinreferredtoPredictiveGoalsasa“
gamechanger
,”under-liningthatithasmaximizedefficienciesand
acceleratedtimetovalue.
➜Expandingcreativityandproductivity
GenerativeAIrepresentsasubsetoftheauto-mationcategoryfocusedoncontentcreation.Manyautomationtoolsandfeaturesarenowbeingbuiltwiththesenaturallanguagepro-cessingmodelstocreate,forexample,textforSMScampaignsandemailsubjectlines.
“Personalizationinmarketinghasevolved
fromhavingtherightdataandtechnologyto
craftingtherightmessageattherightplaceand
time,”saidGirotto.“I’mabigbelieverthatAI,especiallygenerativeAI,willbringusclosertorealizingthisvisionofdeeperpersonalization.”
GenerativeAItools,likeIterable’s
Copy
Assist
,aidmarketersinunlockingwriter’s
blockandprovideinspirationtoexpandtheir
creativity.Thisbecomesespeciallyvaluable
whentestingandlearning.Testingandlearningatscaleenablesmarketerstostaycompetitive,drivebetterresultsandachievelong-termmar-ketingsuccess.
Emailmarketersoftentestdifferentsend
times,subjectlines,images,etc.,toseewhat
resonatesbestwiththeiraudience.Whatused
tobeamanualprocessofdraftingthesevariouscopyoptionstotestagainstcannowbedone
fasterwhenleveraginggenerativeAI,allowingmarketerstotest,iterateandoptimizeatscale.
Forexample,iftheyneedtotestthree
subjectlineoptions,inthepasttheyneededtodraftallthree;whereastoday,theycanleveragegenerativeAItotakeonesubjectlineideaand
createthesecondandthirdoptions.
Thereisacleardistinctionbetweengivingmarketersideasthatsparkcreativityorpro-
videasourceofinspirationwhenthecreativeprocessgetsboggeddown,andautomatingtheentireprocess.
“We’renotautomatingcopywriting,”notedGilMiner.“We’regoingbeyondefficiencyandsurfacingtargetedandcontextualizedrec-
ommendationsthataregroundedininsights
gleanedfromrichdata.Theultimateselectionsremaininthecapablehandsofhumanbeings.”
➜Automatingoptimizationatscale
AI-poweredoptimizationoccursbothinsideandoutsideofautomation.AIisnowastan-dardpracticeinautomationplatformsasa
meanstooptimizesendtimesandfrequencyforemailcampaignsandin-apporwebpushnotifications.
Channeloptimization,meanwhile,seekstocreateconsistentmessagingbetweenautoma-tionandothermarketingstrategieslikeactiva-tiononsocialchannelsanddirectmail.Thisis
oftenreferredtoasaholisticchannelstrategy.Anditisfuelingagrowingtrendofmartech
consolidation,withcompanieslikeIterablepro-vidingacentralizedcommunicationplatform
5TheBusinessofBrandsAdAgeFebruary2024
Lessdo,morethink:HowtosucceedintheAI-poweredmarketingera
Costofdoingbusiness
WhenaskediftheirteamsaremissingoutonthebesttoolsiftheydonotuseAItechnology,thevastmajorityofmarketerswere...
Somewhat
worried
30%
Very
worried
32%
Extremelyworried
22%
source:WakefieldResearch
andfillingavoidformarketerswhowould
otherwiserelyonindividualpointsolutionstoexecuteeachtypeofcampaignfromdifferentplatforms(seebelow).
Marketerscanleverageacombination
ofAI-drivenoptimizationtacticswithgreat
success.Forexample,Cworkedwith
IterabletobuildanindividualizedapproachtohowandwhattheysendtocustomersbyusingChannelOptimization,anIterableAIfeature
thattakestheguessworkoutofwhichchan-nelauserismostlikelytoengagewith.Asa
resultofthisautomation,themarketingteam
gainedback25%ofitstime,accordingtoEllen
Rockdale,seniormarketingoperationsmanagerfortheCRMandLifecycleteamatC.
“We’reexcitedaboutalloftheIterableAIcapabilitiescomingoutsowecancontinuetoimproveourcampaigns,makingthemeven
moreimpactful,”shesaid.
Next-genAI:optionalityandexplainability
Thenextstageofevolutionforautomationis
oneinwhichmarketerscantakeevenmorecuesfromAI.ThisisthefoundationandfutureofallAImarketing,anditisbeingbuiltrightnow.
Inthisparadigm,theAInotonlyautomatesthedeploymentofacampaign,butitalsoauto-maticallygeneratesthecampaignitself.The
AIdecideswhichaudiencestotargetandhow,usingtoolslikeIterable’s
NextBestAction
toautomaticallyrecommendsegments,tocreatecampaignsandprepopulatemessagingcopy
withaseriesofclicks.
Thekeytomakingthisworkistoestablishtrustbyinfusingtransparencyintothemodel’s
Explainabilityinaction:
WhenmarketersuseAIto
reviewPredictiveGoals,they
receivedetailedinformation
onthecriteria,eventsand
propertiesthatshapedeach
predictionandrecommendation.
6TheBusinessofBrandsAdAgeFebruary2024
Lessdo,morethink:HowtosucceedintheAI-poweredmarketingera
decision-makingprocess,andbyproviding
marketerswiththeoptionofoverridingthesystem’srecommendations.Iterablereferstothistwo-sidedapproachasoptionalityand
explainability.
Asanexample,let’ssayafitnesschain
wantstodrivemembershipbygettingpeople
toswitchfromitsfreemobileapptothepaid
version.AnAImodelmightrecommendtarget-ingpeoplewhohavesignedupforthreefitnessclassesasoneofthepredictiveattributeswithahighstatisticalcorrelationtothecampaign’sdesiredoutcome.Beforemarketershitthesendbutton,theirscreenswillcallupadashboard
withdetailedinformationthatrevealshowthemodelarrivedatitsconclusions.
“Forinstance,youwillbeabletoseethat
thepeoplemostlikelytomovetothepaidapp
watchedthreevideosandloggedinfivetimesin30days,”saidGilMiner.“Thisbuildstranspar-encyandtrust.Itvalidatestheaudienceand
thequalityoftheprediction,andfurther,it
givesmarketersinsightsonhowtodrivetheirbusinesswithideasforotherstrategies.”
Atyourservice
Whenaskedhowtheydefinereturnoninvest-mentinAI(choosingallthatapply),marketersspreadtheiranswersfairlyevenlyacross...
Efficiency
51%
Improvedcustomerrelations
50%
Effectivedataanalysis
47%
Improvedfinancialgain
46%
Accurateforecasting
42%
source:WakefieldResearch
CampaignsintheeraofAI
Thetraditionalpoint-in-timecampaignhas
beenthecenterpieceofmarketingoperations,
butintheworldofalways-ondigitalexperi-
ences,thatmodelislongdead.Today’smarket-ersneedtotransitiontoamodelthatcanread
thesignalsofcustomersandinrealtimedeliveranindividualexperience,craftedspecificallyforthem.However,marketersareundernoillusionthatthisissimpletodo.Deliveringtheage-oldpersonalizationpromiseof“righttime,right
place,rightmessage”hasgottenextremely
complexasthenumberofchannelscontinuetomultiply,consumerpreferenceschangeandaremoreunique,andthedemandforimmediacyisrapidlyincreasing.
“Marketershavestruggledtodeliver
personalizedmessagesforyearsbecauseit
requirestoomuchnumbercrunching,toomanyversionsandtoomuchset-uptime,”saidGil
Miner.“AIisthetechnologythatwillfinally
enablemarketerstobreakfreefromsegmentsandgroupings.Wewillbeabletocreateand
manageindividualexperiencesformillionsofcustomersatthesametimeandtreateveryonelikeaVIP.AIwilldeeplytransformthepracticeofmarketingbyprovidinginsights,expeditingoperationaltasksandoptimizingcampaigns
faster,andatagreaterscalethanwecanpre-dictnow.”
AsuccessfulAImarketingpracticerequiresbrandstogobeyondstandardtargetingand
segmentationtechniquestogetclosertotheircustomersanddelivertruejourney-based
marketing.Thisisnotamatterofaddingcom-plexityorgranularitytoanaudiencecohort.
Foratrulydifferentiatedapproach,everysinglebrandengagementtacticmustladderuptoa
communicationsstrategyofindividualization.
“Brandsmustbeabletoreactmorequicklytotheindividualsignalstheircustomersare
givingthemandrespondwithsomethingthattheyactuallyneedorwant,”saidGilMiner.
“Thatistheessenceoftruecustomer-centeredmarketing.”
AIhasunlimitedpowertoanalyzethose
signalsandoptimizemessagesonaone-to-onelevel.Butitisuptothemarketertobringa
nuancedunderstandingoftheircustomerstowhateverAIcapabilitytheychoosetoemploy.
7TheBusinessofBrandsAdAgeFebruary2024
Lessdo,morethink:HowtosucceedintheAI-poweredmarketingera
Adisconnectbetweendataandengagement
TheActivationGapmakescreatingjoyfulinteractionsimpossible.AIcanhelpbridgethatgap.
ActivationGap
Engagement
>Whodowesendamessageto?
>Whatshouldthatmessagesay?
>Whenshouldwesendthatmessage?
>Whereshouldwesendthatmessageto?
>Whyarewesendingthatmessage?
>Howdoesthatmessageimpacttheirjourney?
Data
source:WakefieldResearch
Inaworldwheremachinescanproduceahundredtimesmorecapacitythanhumans,therisktobrandsisgettinglostinasea
ofsameness.
“Settingyourbrandapartisessentialinanydynamicindustry,”saidTobyKorner,senior
VPofdigitalmarketingatPriceline.“Pricelinerecognizesthatdifferentiationgoesbeyond
standingout;it’saboutbecomingapartof
customers’memories.Withinthetravelindus-try,AIplaysapivotalroleincraftingbespoke
interactionsatvarioustouchpoints,ensur-
ingseamlesstripsandsurpassingcustomer
expectations.Thispersonalizationiskeytoa
uniquelytailoredtravelexperienceforeach
individual’sjourney,fromresearchandbookingtocustomersupportandthetripitself.”
“It’sthisdistinctiveblendofcharacteris-
ticsandvaluesthatwillsetyourbrandapart
fromtherest,”saidGilMiner.“Ipredicta
vibrantresurgenceofcreativityinmarketing,
whereexpression,emotionandjoywillbethe
guiding
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