Join Dots Oyebolu as he speaks with Katie King, CEO of AI in Business and a top AI influencer in 2023. In this conversation, Katie discusses the profound impact of artificial intelligence in marketing, from augmenting traditional marketing strategies to addressing the fear of job displacement. Katie shares insights on leveraging AI to achieve business growth while emphasizing continuous learning and dispelling common myths around AI adoption.
Key Takeaways:
(05:57) Embrace AI tools like SEO, customer segmentation and web creation to stay relevant in marketing.
(09:07) AI helps marketing teams understand customer behaviors.
(13:07) Create highly personalized experiences by connecting online and offline customer data, with consent.
(19:13) Katie’s AI scorecard helps organizations assess readiness for AI adoption.
(22:53) AI enhances customer experience.
(30:02) Customer acceptance of AI varies globally, but awareness and comfort have grown.
(31:13) Customers are more comfortable with AI if they can escalate to a human and the experience is transparent and effective.
(32:35) AI is advancing in CRM, content marketing, SEO and PPC.
Resources Mentioned:
AI in Business | Website
Insightful Links:
https://www.aiinbusiness.co.uk/ai-strategy-for-sales-and-marketing
https://www.linkedin.com/pulse/harnessing-power-ai-enhanced-business-performance-teamleasedigital/
https://hbr.org/2021/07/how-to-design-an-ai-marketing-strategy
What I took from this one
Katie isn't a technologist and she says so up front. She's spent about ten years on how AI gets applied in marketing and business, and that's why this episode is useful: no hype, just how to start.
1. AI won't take the job. Ignoring it might. Katie talks about augmented intelligence more than artificial intelligence. The people at risk are the ones who bury their heads in the sand.
2. Score yourself before you buy tools. Her AI readiness scorecard has 10 areas, each scored 0 to 5. Under 20 out of 50, you're traditional. 21 to 35, transitioning. 36 and up, transformational. The areas include mindset, support from leadership, a business case and ethics. A business case before tools would save most teams a lot of money.
3. Personalisation needs consent. Brands used to market to "female, 40 to 55". With consent, a restaurant knows Katie orders vegan and it's her birthday. Online and offline data join up, but only if the customer agreed to it.
4. Reviews are a product roadmap. The Dorchester Collection used AI to read guest reviews, found people were unhappy with the breakfast menus, and changed them.
5. Keep a human in the loop. KFC sent an automated promotion tied to the anniversary of Kristallnacht and had to apologise. Katie's point: automation without a person who understands the nuance will eventually embarrass you.
That last one is how I run my own automations. Everything lands as a draft, and nothing goes out until I've read it.
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