AI is this year’s hot topic – but it’s important to move beyond the promise and theory to real applications. That’s why we interviewed senior marketers across the organization to:
- Understand how their teams are using AI to improve client outcomes and
- Learn what they’re most excited about for AI’s future.
In this video, you’ll hear from experts across several Merkle services, including performance creative, retail media, analytics, media, experience and commerce, and engagement and loyalty. They’ll share tangible AI applications for better personalization, enhanced efficiency, and more that you can incorporate into current workflows and 2024 planning.
Here’s a high-level look at what they’ve covered:
1. How is AI helping you drive better results for clients?
- Site merchandising teams are raising the bar on site personalization with real-time analytics and intelligent content.
- Relationship marketers are diving deeper and faster into the data. They’re looking at audience segments and how they’re performing so they can spend more time on strategy and insights and less on number crunching.
- Creative teams are using AI to create stunning visuals and drive impressive results with that creative.
- Analytics teams are using AI and machine learning to understand consumer behavior and how the client can engage with them next to serve their needs at that time in the journey.
2. What’s one tip you would give to someone who’s just starting to use AI?
- For merchandising, adopt some of the feature and functions that platforms offer to drive more meaningful product recommendations on the site.
- For relationship marketing, focus on your current stack capabilities and how what you already have can work for your brand and customers.
- For creative, play around with tools like Adobe Creative Cloud, even if it’s just for something internal or to fuel a brainstorm.
- In media, make sure you’re reviewing all AI work to ensure it’s personalized and genuine.
3. What excites you most about the future of AI?
- In relationship marketing, it will reduce reliance on manual creative versioning and heavy segmentation so team members can use more time thinking about how to deliver best-in-class omnichannel experiences.
- In creative, folks will spend less time on manual work like resizing assets or reviewing code, and more time on creatively solving real client challenges.
- In media, AI will help create customized lead nurture campaigns for different marketing material across various audiences and objectives.
- In analytics, as AI becomes democratized, people without an analytics background will be able to use it to analyze data and make decisions simply by interacting smartly with the technology.
After this video, we hope you’ll feel as inspired and excited as we do about AI’s potential. To learn more about any of the use cases discussed here, or to explore our newly released GenCX capability, please reach out.
